科特勒市场营销第十一章习题和答案.docVIP

Chapter 11 Pricing Strategies 1) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________. A) market-level pricing B) market-competitive pricing C) market-skimming pricing D) market-price lining E) market-price filling Answer: C Diff: 2 Page Ref: 312 Skill: Concept Objective: 11-1 2) Of the following, which statement would NOT support a market-skimming policy for a new product? A) The products quality and image support its higher price. B) Enough buyers want the products at that price. C) Competitors are not able to undercut the high price. D) Competitors can enter the market easily. E) C and D Answer: D Diff: 3 Page Ref: 312 Skill: Concept Objective: 11-1 3) A firm is using ________ when it charges a high, premium price for a new product with the intention of reducing the price in the future. A) price skimming B) trial pricing C) value pricing D) market-penetration pricing E) prestige pricing Answer: A Diff: 2 Page Ref: 312 Skill: Concept Objective: 11-1 4) 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 E) by-product pricing Answer: D Diff: 3 Page Ref: 313 Skill: Concept Objective: 11-2 5) A challenge for management in product line pricing is to decide on the price steps between the ________. A) various products in a line B) product mixes C) product groupings D) product lines E) various target markets Answer: A Diff: 2 Page Ref: 313 Skill: Concept Objective: 11-2 6) HiPoint Telephone Company uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed rate plus a ________. A) fixed rate usage B) variable usage rate C) standard usage rate D) market usage rate E) none of the above Answer: B Diff: 1 Page Ref: 315 Ski