全球营销-基坎-第六版-第十一章题库-答案.doc

Global Marketing, 6e (Keegan/Green) Chapter 11 Pricing Decisions 1) Price floor and price ceiling are two basic factors which determine the boundaries within which prices should be set. Answer: TRUE Diff: 1 Page Ref: 330- 331 2) Price can be used as a strategic variable to achieve specific goals, including ROI, profit, and rapid recovery of product development costs. Answer: TRUE Diff: 2 Page Ref: 332 AACSB: Analytic Skills 3) The market skimming pricing strategy is a part of a deliberate attempt to reach a market segment that is willing to pay a premium price for a particular brand or for a specialized or unique product. Answer: TRUE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking 4) Market skimming is a strategy that uses low prices as a competitive weapon to gain market position. Answer: FALSE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking 5) The skimming pricing strategy is appropriate in the mature phase of the product life cycle. Answer: FALSE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking 6) When Apple introduced iPhone in the United States in the summer of 2007 with a sale price of $ 599 it used skimming pricing strategy. Answer: TRUE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking 7) Price can be used as a competitive weapon to gain or maintain market position. Answer: TRUE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking 8) A market penetration pricing strategy calls for setting price levels that are high enough to quickly build market share. Answer: FALSE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking 9) Penetration prices often mean that the product may be sold at a loss for a certain period of time. Answer: TRUE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking 10) Sony used penetration pricing when it launched the Walkman personal stereo in 1979. Answer: TRUE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking 11) Hewlett-Packard is the worlds leading marketer of inkjet printers. H-Ps printers are priced very low and margins a