Developing Pricing Strategies and Programs习题及答案详解参考.doc

Chapter 14: Developing Pricing Strategies and Programs GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ communicates to the market the company’s intended value positioning of its product or brand. a. Packaging b. Price c. Place d. Promotion e. Physical evidence Answer: b Page: 431 Level of difficulty: Easy 2. Price has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with ________ products. a. identical b. over the Internet c. similar d. commodity-type e. none of the above Answer: d Page: 432 Level of difficulty: Medium 3. Companies price their products in a number of ways. Small companies prices are set by the boss, in larger companies, pricing is handled by division and product-line managers. In industries where price is a key factor, companies often establish a ________ department reporting to other internal departments. a. financial b. pricing c. sales d. marketing e. distribution Answer: b Page: 433 Level of difficulty: Easy 4. Executives often complain that pricing is a big headache. One of the common mistakes made are: Price is not revised often enough to capitalize on market changes; price is set ________ of the rest of the marketing mix rather than an intrinsic element of a marketing-positioning strategy. a. divergently b. too high c. intrinsically d. independently e. concurrently Answer: d Pages: 433–434 Level of difficulty: Medium 5. “Power prices” use price as a key strategic tool. These “power pricers” have discovered the highly ________ effect of price on the bottom line. a. dramatic b. abrasive c. leveraged d. direct e. soothing Answer: c Page: 434 Level of difficulty: Medium 6. Purchase decisions are based on how consumers perceive prices and what they consider to be the ________ price—not the marketer’s stated price. a. current actual b. last purchased price c. current sale price d. referent price