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