市场营销Chapter 12 Pricing Strategies.docVIP

Chapter 12 Pricing Strategies 2. A company sets not a single price, but rather a _____ that covers different items in its line that change over time as products move through their life cycles. a. pricing range b. pricing structure c. pricing loop d. pricing cycle (b; Moderate) 4. Valeo Fashions has just introduced a new line of fashion dresses for teens. They will enter the market initially at high prices in a _____ pricing strategy. a. market-penetration b. market-skimming c. competitive market d. psychological (b; Moderate) 5. Which of the following does not support a market-skimming policy for a new product? a. The product’s quality and image must support its higher price. b. Enough buyers must want the products at that price. c. Competitors should not be able to undercut the high price. d. Competitors should be allowed to enter the market easily. (d; Challenging) 7. All of the following conditions support market-penetration pricing except one. a. The market must be highly price sensitive. b. Production and distribution costs must fall as sales volume increase. c. The product’s quality and image must support the price. d. The low p (c; Challenging) 10. A marketer must be familiar with the five major product mix pricing situations. Which of the following is not one of them? a. product line pricing b. optional-product pricing c. captive-product pricing d. unbundled product pricing (d; Moderate) 12. When Circuit Town Electronics sets their televisions at three price levels of $699, $899, and $1099, it is using _____. a. price points b. tier-level pricing c. market-penetration pricing d. none of the above (a; Easy) 13. When using price points, the seller must establish perceived ______ that support the price differences. a. nonprice competition b. quality differences c. service levels associated with each d. all of the above (b; Challenging) 15. When Kodak sets the general price range of its camer