关于价格和价值管理.doc

第10章 价格和价值管理一、概念题1. 判断1）产品成本是影响产品价格的基本因素_2）因为价格是商品价值的表现形式，因此决定商品价格的唯一因素是价值_3) A price policy not only determines the price at which a product will be introduced to the market, but also guides the general changes of price level for that product throughout the product life cycle_4) Manufacturers know the approximate price level they can expect when establishing a product price. This approximate price is called the base price_2. 选择（可多选）1）_是影响产品价格的重要因素。A、市场状况 B、商品形象 C、心理因素 D、购买行为2）需求导向定价法包括_二种具体方法。A、边际贡献定价法 B、理解价值定价法 C、区分需求定价法 D、盈亏临界点定价法3) If a product is introduced with a high price, the company has probably chosen a: a. price-banding policy b. penetration pricing policy c. price-lining policy d. price-zoning policye. price-skimming policy4) When a firm introduces a new product at a relatively low price, hoping to reach the mass market, it is following a_ strategy. a. penetration pricing b. price-insensitive demand c. skimming-price d. flexible price e. base price3. 简答 1）什么是竞争导向定价？2) Which factors will influence pricing? 二、理解题1. 判断1）在完全寡头竞争条件下，当需求有弹性时，一个寡头企业不能通过提价而获利；当需求缺乏弹性时，一个寡头企业也不能通过降价获利_2）产品差异化使购买者对价格差异的存在不甚敏感。因此，在异质产品市场上企业有较大的自由度决定其价格_3) It makes the most sense to use price skimming as a price policy when demand is relatively elastic in the upper ranges of the demand curve_4) One disadvantage of using price skimming as a price policy is that there is a large profit margin on each unit sold initially. This is a disadvantage because such margins are attractive to potential competitors, who may then enter the market 2. 选择（可多选）1) 只要具备了_这一条件时，企业就可以考虑通过低价来实现市场占有率的提高。 A市场对价格反应迟钝 B生产与分销的单位成本会随生产经验的积累而下降 C市场对价格高度敏感 D低价能吓退现有的和潜在的竞争者E产品质量优良2) 当出现_情况时，商品需求可能缺乏弹性。 A市场上出现竞争者或替代品 B市场上没有竞争者或者没有替代品 C购买者改变购买习惯较慢，也不积极寻找较便宜的东西 D购买者对较高价格不在意E购买者认为产品质量有所提高，或者认为存在通货膨胀等，价格较高是应该的3) The price level chosen for a product is derived from the manufacturers_。 a. pricing objectives b. distribution strategy c. sales manager d. promotion strategy e. research and development policy4) The price-skimming strategy works best when_。 a. competition is abundant b. revenues are equal to expenses c. supply is greater than demand d. production capacity is large and flexible e. demand is greater than supply3. 简答1）“定价的目的不只是收回成本，更重要的是获得顾客观念上的价值”，你怎么看？2) Explain why the elasticity of demand is such an important concept to marketers who market a “commodity”-type product?三、应用题1. “网络的发展使得购买者对于各种产品及其价格一目了然，这意味着差别定价必须以真正的顾客认知价值的不同为基础”。请就此以小组为单位展开讨论。2. Given the following information, calculate the number of meals a restaurant would have to sell to break even:Average meal price = 12.35Maintenance = $2,250Meals sold = 9,560Marketing = $1,800Food = $29