developing pricing strategies and programs习题及答案详解

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1、Chapter14:DevelopingPricingStrategiesandProgramsChapter14:DevelopingPricingStrategiesandProgramsGENERALCONCEPTQUESTIONSMultipleChoice1.________communicatestothemarketthecompany’sintendedvaluepositioningofitsproductorbrand.a.Packagingb.Pricec.Placed.Promotione.Physicaleviden

2、ceAnswer:bPage:431Levelofdifficulty:Easy2.Pricehasoperatedasthemajordeterminantofbuyerchoiceamongpoorernations,amongpoorergroups,andwith________products.a.identicalb.overtheInternetc.similard.commodity-typee.noneoftheaboveAnswer:dPage:432Levelofdifficulty:Medium3.Companiesp

3、ricetheirproductsinanumberofways.Smallcompaniespricesaresetbytheboss,inlargercompanies,pricingishandledbydivisionandproduct-linemanagers.Inindustrieswherepriceisakeyfactor,companiesoftenestablisha________departmentreportingtootherinternaldepartments.a.financialb.pricingc.sa

4、lesd.marketinge.distributionAnswer:bPage:433Levelofdifficulty:Easy441Chapter14:DevelopingPricingStrategiesandPrograms4.Executivesoftencomplainthatpricingisabigheadache.Oneofthecommonmistakesmadeare:Priceisnotrevisedoftenenoughtocapitalizeonmarketchanges;priceisset________of

5、therestofthemarketingmixratherthananintrinsicelementofamarketing-positioningstrategy.a.divergentlyb.toohighc.intrinsicallyd.independentlye.concurrentlyAnswer:dPages:433–434Levelofdifficulty:Medium5.“Powerprices”usepriceasakeystrategictool.These“powerpricers”havediscoveredth

6、ehighly________effectofpriceonthebottomline.a.dramaticb.abrasivec.leveragedd.directe.soothingAnswer:cPage:434Levelofdifficulty:Medium6.Purchasedecisionsarebasedonhowconsumersperceivepricesandwhattheyconsidertobethe________price—notthemarketer’sstatedprice.a.currentactualb.l

7、astpurchasedpricec.currentsalepriced.referentpricee.noneoftheaboveAnswer:aPage434Levelofdifficulty:Medium7.Thedefinitionof________pricesis:Inconsideringanobservedprice,consumersoftencompareittoaninternalmemoryreferencepriceoranexternalframeofreference(suchasaposted“regularr

8、etailprice”).a.historicalb.referencec.promotionald.everydaylowpricee.noneoftheabov