科特勒市场营销学第17版英文版题库答案chapter10.pdfVIP

Principles of Marketing, 17e (Kotler/Armstrong) Chapter 10 Pricing: Understanding and Capturing Customer Value 1) ________ refers to the amount of money charged for a product or service. A) Value B) Cost C) Price D) Wage E) Salary Answer: C Skill: Concept Objective: LO 10.1: Answer the question What is a price? and discuss the importance of pricing in todays fast-changing environment. Difficulty: Easy 2) ________ is the only element in the marketing mix that produces revenue. A) Price B) Product C) Place D) Fixed costs E) Variable costs Answer: A Skill: Concept