科特勒市场营销第十章习题与答案.docVIP

Chapter 10 Pricing Products: Understanding and Capturing Customer Value 1) Which of the following is an external factor that affects pricing decisions? A) the salaries of production management B) competition C) the salaries of finance management D) funds expensed to clean production equipment E) A, B, and C Answer: B Diff: 1 Page Ref: 299 Skill: Concept Objective: 10-4 2) Price setting is usually determined by ________ in large companies. A) top management B) divisional managers C) product line managers D) pricing departments E) both B and C Answer: E Diff: 2 Page Ref: 300 Skill: Concept Objective: 10-4 3) In industrial markets, ________ typically has the final say in setting the pricing objectives and policies of a company. A) the sales manager B) top management C) the production manager D) the finance manager E) the pricing department Answer: B Diff: 2 Page Ref: 300 Skill: Concept Objective: 10-4 4) Consumer perceptions of the products value set the ________ for prices. A) demand curve B) floor C) ceiling D) variable cost E) image Answer: C Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2 5) Product costs set a(n) ________ to a products price. A) demand curve B) floor C) ceiling D) break-even cost E) experience curve Answer: B Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2 6) Which of the following is a customer-oriented approach to pricing? A) value-based pricing B) sealed-bid pricing C) break-even pricing D) target profit pricing E) C and D Answer: A Diff: 2 Page Ref: 291 Skill: Concept Objective: 10-2 7) The relationship between the price charged and the resulting demand level can be shown as the ________. A) demand curve B) variable cost C) target cost D) break-even pricing E) experience curve Answer: A Diff: 1 Page Ref: 303 Skill: Concept Objective: 10-4 8) In ________, price is considered along with the other marketing mix variables before the marketing program is set. A) value-based pricing B) cost-based pricing C) va