科特勒市场营销第十章习题与答案.pdf

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1、Chapter10PricingProducts:UnderstandingandCapturingCustomerValue1)Whichofthefollowingisanexternalfactorthataffectspricingdecisions?A)thesalariesofproductionmanagementB)competitionC)thesalariesoffinancemanagementD)fundsexpensedtocleanproductionequipmentE)A,B,andCAnswer:

2、BDiff:1PageRef:299Skill:ConceptObjective:10-42)Pricesettingisusuallydeterminedby________inlargecompanies.A)topmanagementB)divisionalmanagersC)productlinemanagersD)pricingdepartmentsE)bothBandCAnswer:EDiff:2PageRef:300Skill:ConceptObjective:10-43)Inindustrialmarkets,__

3、______typicallyhasthefinalsayinsettingthepricingobjectivesandpoliciesofacompany.A)thesalesmanagerB)topmanagementC)theproductionmanagerD)thefinancemanagerE)thepricingdepartmentAnswer:BDiff:2PageRef:300Skill:ConceptObjective:10-44)Consumerperceptionsoftheproduct'svalues

4、etthe________forprices.A)demandcurveB)floorC)ceilingD)variablecostE)imageAnswer:CDiff:2PageRef:291Skill:ConceptObjective:10-25)Productcostsseta(n)________toaproduct'sprice.A)demandcurveB)floorC)ceilingD)break-evencostE)experiencecurveAnswer:BDiff:2PageRef:291Skill:Con

5、ceptObjective:10-26)Whichofthefollowingisacustomer-orientedapproachtopricing?A)value-basedpricingB)sealed-bidpricingC)break-evenpricingD)targetprofitpricingE)CandDAnswer:ADiff:2PageRef:291Skill:ConceptObjective:10-27)Therelationshipbetweenthepricechargedandtheresultin

6、gdemandlevelcanbeshownasthe________.A)demandcurveB)variablecostC)targetcostD)break-evenpricingE)experiencecurveAnswer:ADiff:1PageRef:303Skill:ConceptObjective:10-48)In________,priceisconsideredalongwiththeothermarketingmixvariablesbeforethemarketingprogramisset.A)valu

7、e-basedpricingB)cost-basedpricingC)variablecostsD)priceelasticityE)buildingthemarketingmixAnswer:ADiff:2PageRef:291Skill:ConceptObjective:10-29)Value-basedpricingisthereverseprocessof________.A)variablecostpricingB)cost-pluspricingC)cost-basedpricingD)good-valuepricin

8、gE)value-addedpricingAnswer:CDiff:2PageRef:291Skill:ConceptObjective:10-210)Consumersusuallyperceivehigher-pricedproductsas_