principles of marketing 15th global edition - tb chapter 11

1、1Copyright?2014PearsonEducationInc.PrinciplesofMarketing15eglobal(KotlerArmstrong)Chapter11PricingStrategies:AdditionalConsiderations1)Companiessetnotasinglepricebutapricing________whichcoversdifferentitemsinitslinechang

2、esovertimeasproductsmovethroughtheirlifecycles.A)byproductB)structureC)loopD)cycleE)bundleAnswer:BPageRef:313Skill:ConceptObjective:111Difficulty:Easy2)Companiesfacingthechallengeofsettingpricesfthefirsttimecanchoosebetw

3、eentwobroadstrategies:marketperationpricing________.A)comparativepricingB)competitivepricingC)marketskimmingpricingD)marketsegmentationpricingE)costpluspricingAnswer:CPageRef:314Skill:ConceptObjective:111Difficulty:Easy3

4、)AmarketskimmingpricingstrategyshouldNOTbeusedfanewproductwhen________.A)theproductsqualityimagesupptitshigherpriceB)enoughbuyerswanttheproductsatthatpriceC)competitsareunabletoenterthemarketD)competitscanundercutpricese

5、asilyE)producingasmallernumberofgoodsisfeasibleAnswer:DPageRef:314Skill:ConceptObjective:111Difficulty:Easy3Copyright?2014PearsonEducationInc.7)Companieswhichsetalowpricefanewproductindertoattractalargenumberofbuyersalar

6、gemarketshareareusingthe________strategy.A)marketskimmingpricingB)marketperationpricingC)costpluspricingD)inclusivepricingE)exclusivepricingAnswer:BPageRef:315Skill:ConceptObjective:111Difficulty:Easy8)Amarketperationpri

7、cingpolicyshouldLEASTlikelybeusedfanewproductwhen________.A)themarketishighlypricesensitiveB)productiondistributioncostsfallassalesvolumeincreasesC)theproductsqualityimagesupptahighpriceD)ahighpricehelpskeepoutthecompeti

8、tionE)therearefewnocompetitsinthemarketAnswer:CPageRef:315Skill:ConceptObjective:111Difficulty:Moderate9)WhichofthefollowingistrueofmarketperationpricingA)Itshouldbeusedwhentheproductsqualityimagesupptahighprice.B)Itinvo

9、lvessettingahighpricefanewproducttoappealtotheeliteinsociety.C)Itresultsindrawinginlargenumbersofbuyersquicklywinningalargemarketshare.D)Itisbestusedinconjunctionwithamarketskimmingpricingstrategy.E)Itresultsinthecompany