chap09marketing_an introuduction 课后习题答说明.docVIP

PAGE PAGE 1 Marketing: An Introduction, 10e (Armstrong/Kotler) Chapter 9 Pricing: Understanding and Capturing Customer Value 1) ________ is the amount of money charged for a product or service. A) Experience curve B) Demand curve C) Price D) Wage E) Salary Answer: C Diff: 1 Page Ref: 275 Skill: Concept Objective: 9-1 2) Price is the only element in the marketing mix that produces ________. A) revenue B) variable costs C) expenses D) fixed costs E) stability Answer: A Diff: 1 Page Ref: 275 Skill: Concept Objective: 9-1 3) 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: 275 Skill: Concept Objective: 9-1 4) Product costs set a(n) ________ to a products price. A) demand curve B) experience curve C) floor D) ceiling E) break-even cost Answer: C Diff: 2 Page Ref: 275 Skill: Concept Objective: 9-1 5) ________ uses buyers perceptions of what a product is worth, not the sellers cost, as the key to pricing. A) Value-based pricing B) Target return pricing C) Variable costs D) Price elasticity E) Product image Answer: A Diff: 2 Page Ref: 276 Skill: Concept Objective: 9-1 6) In ________, price is considered along with the other marketing mix variables before the marketing program is set. A) target return pricing B) value-based pricing C) variable costs D) price elasticity E) cost-based pricing Answer: B Diff: 2 Page Ref: 276 Skill: Concept Objective: 9-1 7) Value-based pricing is the reverse process of ________ pricing. A) variable cost B) cost-plus C) cost-based D) good-value E) value-added Answer: C Diff: 2 Page Ref: 276 Skill: Concept Objective: 9-1 8) With ________ pricing, price is set to match consumers perceptions of product value. A) variable cost B) cost-plus C) cost-based D) value-based E) every day low Answer: D Diff: 2 Page Ref: 276 Skill: Concept Objective: 9-1 9) Measuring ________ can be difficult. A company mi