市场营销学题库marketing题库

.. .. ..MarketingRevisionPartIIChapter8 Product,Services,andBrandingStrategies:BuildingCustomerValueWedefinea________asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.A)privatebrandB)servicevariabilityC)serviceD)productE)serviceencounterAnswer:DDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.A)Lineextensions. 专业.专注 ... .. ..ServicesBrandsConsumerproductsSupplementsAnswer:BDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1Aproductisakeyelementinthe________.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A)marketofferingB)brandequityC)brandextensionD)co-brandingE)valuechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1. 专业.专注 ... .. ..Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.A)qualityB)experiencesC)brandsD)productlinesE)eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthebuyerreallybuying?"A)actualproductB)augmentedproductC)corecustomervalueD)co-brandingE)exchangeAnswer:C. 专业.专注 ... .. ..Diff:2 PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-1Developingaproductorserviceinvolvesdefiningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredby________suchasquality,features,andstyleanddesign.A)privatebrandsB)productattributesC)consumerproductsD)productmixesE)marketingtoolsAnswer:BDiff:3PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-2. 专业.专注 ... .. ..________isoneofthemarketer'smajorpositioningtoolsbecauseithasadirectimpactonproductorserviceperformance;itisthereforecloselylinkedtocustomervalueandsatisfaction.A)PackagingB)ProductqualityC)TotalqualitymanagementD)SpecialtyproductmarketingE)PositioningAnswer:BDiff:2PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-2________isanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.A)ProductqualityB)BrandequityC)TotalqualitymanagementD)SpecialtyproductmarketingE)PositioningAnswer:C. 专业.专注 ... .. ..Diff:2 PageRef:230Skill:ConceptObjective:8-2Whatarethetwodimensionsofproductquality?A)consistencyandlevelB)performanceandresistanceC)designandinnovationD)conformanceandstyleE)featureanddesignAnswer:ADiff:2PageRef:230Skill:ConceptObjective:8-2. 专业.专注 ... .. ..Whichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformance?A)privatebrandB)productC)totalqualitymanagementD)conformanceE)adherenceAnswer:DDiff:2PageRef:230Skill:ConceptObjective:8-211)Someanalystssee________asthemajorenduringassetofacompany,outlastingthecompany'sspecificproductsandfacilities.brandsconvenienceproductsspecialtyproductsunsoughtproductsstaplesAnswer:ADiff:1 PageRef:235AACSB:CommunicationSkill:Concept. 专业.专注 ... .. ..Objective:8-3Akeyelementinacompany'srelationshipwithconsumers,a________representsconsumers'perceptionsandfeelingsaboutaproductanditsperformance.A)productlineB)productexperienceC)brandD)serviceE)productattributeAnswer:CDiff:2PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-3. 专业.专注 ... .. ..WhichofthefollowingisNOToneofthefourconsumerperceptiondimensionsusedbyadagencyYoung&Rubicamtomeasurebrandstrength?A)branddifferentiationB)brandknowledgeC)brandvaluationD)brandesteemE)brandrelevanceAnswer:CDiff:3PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-314)Thetotalfinancialvalueofabrandisestimatedthroughtheprocessofbrand________.differentiationvaluationextensionspositioningequityAnswer:B. 专业.专注 ... .. ..Diff:2 PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-3Thefundamentalassetunderlyingbrandequityis________–-thevalueofthecustomerrelationshipsthatthebrandcreates.Apowerfulbrandisimportant,butwhatitreallyrepresentsisasetofloyalconsumers.A)thecustomermixB)customerequityC)lineequityD)servicevariabilityE)theserviceencounterAnswer:BDiff:3PageRef:238AACSB:CommunicationSkill:ConceptObjective:8-3________meansthatservicescannotbeseparatedfromtheirproviders,whethertheprovidersarepeopleormachines.A)ServiceintangibilityB)ServiceinseparabilityC)Servicevariability. 专业.专注 ... .. ..ServiceperishabilityServiceheterogeneityAnswer:BDiff:1PageRef:245Skill:ConceptObjective:8-4WhichofthefollowingisNOToneofthelinksintheservice-profitchain,linkingservicefirmprofitswithemployeeandcustomersatisfaction?A)internalservicequalityB)evidencemanagementC)satisfiedandproductiveserviceemployeesD)satisfiedandloyalcustomersE)healthyserviceprofitsandgrowthAnswer:BDiff:3PageRef:246Skill:ConceptObjective:8-4Through________,theservicefirmtrainsandmotivatesitscustomer-contactemployeesandsupportingservicepeopletoworkasateamtoprovidecustomersatisfaction.. 专业.专注 ... .. ..serviceinseparabilityserviceintangibilityservicevariabilityinternalmarketingexternalmarketingAnswer:DDiff:2PageRef:247Skill:ConceptObjective:8-4Becauseservicequalitydependsonthequalityofbuyer-sellerinteractionduringtheserviceencounter,servicemarketersuse________totrainemployeesintheartofinteractingwithcustomerstosatisfytheireractivemarketingservicedifferentiationserviceproductivityinternalmarketingexternalmarketingAnswer:ADiff:2PageRef:247Skill:ConceptObjective:8-4. 专业.专注 ... .. ..Allofthefollowingaremethodsfordevelopingadifferentiatedserviceoffer,delivery,orimageEXCEPT________.A)offeringinnovativefeaturesB)increasingthequantityofservicebygivingupsomequalityC)havingmorereliablecustomer-contactpeopleD)developingsymbolsandbrandingE)designingasuperiordeliveryprocessAnswer:BDiff:2PageRef:248Skill:ConceptObjective:8-4Aserviceisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.Answer:FALSEDiff:1PageRef:224Skill:ConceptObjective:8-1Sonyoffersconsumersmorethanjustcamcorders;itprovidesconsumerswithacompletesolutiontotheirpicture-takingproblems.Thisofferingiscalledanaugmentedproduct.. 专业.专注 ... .. ..Answer:TRUEDiff:3 PageRef:225AACSB:ReflectiveThinkingSkill:ApplicationObjective:8-1Unsoughtproductsareproductsthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.Answer:FALSEDiff:1PageRef:226Skill:ConceptObjective:8-1Shoppingproductsarelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Answer:TRUEDiff:2PageRef:226Skill:ConceptObjective:8-1Styleisalargerconceptthandesign.Designdescribestheappearanceof. 专业.专注 ... .. ..product.Answer:FALSEDiff:3PageRef:230Skill:ConceptObjective:8-2Brandingcanaddconsumervaluetoaproduct.Answer:TRUEDiff:2PageRef:231AACSB:CommunicationSkill:ConceptObjective:8-2Becausesomanypurchasedecisionsaremadeinstores,aproduct'spackagingmaybeaseller'slastandbestchancetoinfluenceconsumers.Answer:TRUEDiff:2PageRef:232AACSB:CommunicationSkill:ConceptObjective:8-2Productsupportservicesidentifytheproductorbrand,describeseveral. 专业.专注 ... .. ..thingsabouttheproduct,andpromotetheproductthroughattractivegraphics.Answer:FALSEDiff:2 PageRef:233AACSB:CommunicationSkill:ConceptObjective:8-2Quakerproducesavarietyofcereals.Thisvarietyiscalleditsproductline.Answer:TRUEDiff:2PageRef:234AACSB:ReflectiveThinkingSkill:ApplicationObjective:8-2Cannibalizationandcustomerconfusionaboutproductdifferentiationaretwopotentialresultsiflinefillingisoverdone.Answer:TRUEDiff:3PageRef:234Skill:ConceptObjective:8-2Chapter9 New-ProductDevelopmentandProductLife-Cycle. 专业.专注 ... .. ..StrategiesWhatarethetwowaysthatacompanycanobtainnewproducts?A)lineextensionandbrandmanagementB)internaldevelopmentandbrandmanagementC)new-productdevelopmentandacquisitionD)servicedevelopmentandproductextensionE)marketmixmodificationandresearchanddevelopmentAnswer:CDiff:2PageRef:258Skill:ConceptObjective:9-1Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas________.A)pioneerproductsB)newproductsC)productconceptsD)productideasE)testproductsAnswer:BDiff:1PageRef:258. 专业.专注 ... .. ..Skill:ConceptObjective:9-1WhichofthefollowingisNOTapotentialreasonforanewproducttofail?A)anunderestimatedmarketsizeB)apoorlydesignedproductC)anincorrectlypositionedproductD)higherthananticipatedcostsofproductdevelopmentE)ineffectiveadvertisingAnswer:ADiff:2PageRef:258Skill:ConceptObjective:9-1. 专业.专注 ... .. ..WhichofthefollowingisNOTachallengepresentedbytheproductlifecyclethatafirmmustface?A)Allproductseventuallydecline.B)Changingtastes,technologies,andcompetitionaffectthemarketingoftheproductasitpassesthroughlifecyclestages.C)Afirmmustbegoodatdevelopingnewproductstoreplaceagingones.D)Afirmmustbegoodatadaptingitsmarketingstrategies.E)Itisdifficulttoplotthestagesasaproductgoesthroughthem.Answer:EDiff:2PageRef:258Skill:ConceptObjective:9-1Thecreationofasuccessfulnewproductdependsonacompany'sunderstandingofits________anditsabilitytodeliver________tocustomers.A)competitors,distributors,andemployees;newstylesB)customers,brands,products;productimagesC)customers,competitors,andmarkets;superiorvalueD)product,marketingmix,andmarketingstrategy;functionalfeaturesE)productlifecycle,legalresponsibilities,andsocialresponsibilities;innovationsAnswer:CDiff:2PageRef:259. 专业.专注 ... .. ..Skill:ConceptObjective:9-2A________isthewayconsumersperceiveanactualorpotentialproduct.A)productideaB)productconceptC)productimageD)testmarketE)concepttestAnswer:CDiff:1PageRef:262AACSB:CommunicationSkill:ConceptObjective:9-2Anattractiveideamustbedevelopedintoa________.productideaproductconceptproductimagetestmarketproductstrategyAnswer:BDiff:2PageRef:262Skill:Concept. 专业.专注 ... .. ..Objective:9-2________callsfortestingnew-productconceptswithgroupsoftargetconsumers.A)ConceptdevelopmentB)ConcepttestingC)IdeagenerationD)IdeascreeningE)TestmarketingAnswer:BDiff:1PageRef:263Skill:ConceptObjective:9-2Intheconcepttestingstageofnew-productdevelopment,aproductconceptin________formispresentedtogroupsoftargetconsumers.A)physicalorsymbolicB)prototypeC)finalD)market-testedE)commercialAnswer:ADiff:2PageRef:263. 专业.专注 ... .. ..Skill:ConceptObjective:9-2Withwhatgroupsdofirmsconductconcepttestingfornewproducts?A)suppliersB)employeesC)targetcustomersD)manufacturersE)competitorsAnswer:CDiff:3PageRef:263Skill:ConceptObjective:9-2Followingthedecisionto"time"theintroductionofthenewproduct,acompanymustdecide________tolaunchthenewproduct.A)whereB)howC)towhatdegreeD)whyE)alloftheaboveAnswer:ADiff:2PageRef:268. 专业.专注 ... .. ..Skill:ConceptObjective:9-2Whichofthefollowingisnecessaryforsuccessfulnew-productdevelopment?A)aholisticandsequentialproductdevelopmentapproachB)acustomer-centered,team-based,systematicapproachC)ateam-based,innovation-managementapproachD)amarketpioneermindsetandaholisticapproachE)aninnovationmanagementsystemandsequentialproductdevelopmentAnswer:BDiff:3PageRef:268Skill:ConceptObjective:9-2Whichstageofthenew-productdevelopmentprocessfocusesonfindingnewwaystosolvecustomerproblemsandcreatemorecustomer-satisfyingexperiences?A)concepttestingB)new-productdevelopmentC)customer-centerednew-productdevelopmentD)sequentialproductdevelopment. 专业.专注 ... .. ..team-basednew-productdevelopmentAnswer:CDiff:1PageRef:269Skill:ConceptObjective:9-2________isanew-productdevelopmentapproachinwhichonecompanydepartmentworkstocompleteitsstageoftheprocessbeforepassingthenewproductalongtothenextdepartmentandstage.A)Team-basedproductdevelopmentB)SimultaneousproductdevelopmentC)SequentialproductdevelopmentD)Productlife-cycleanalysisE)MicromarketingAnswer:CDiff:2PageRef:269Skill:ConceptObjective:9-2Inordertogettheirnewproductstomarketmorequickly,manycompaniesareadoptingafaster,team-orientedapproachcalled________.A)simulatednew-productdevelopmentB)sequentialproductdevelopment. 专业.专注 ... .. ..team-basednew-productdevelopmentphased-innew-productdevelopmentmarketdevelopmentAnswer:CDiff:1 PageRef:270Skill:ConceptObjective:9-2Whichstageofthetypicalconsumerproductlifecycleisoutoforderbelow?A)productdevelopmentB)introductionC)maturityD)growthE)declineAnswer:CDiff:2PageRef:273Skill:ConceptObjective:9-3WhichofthefollowingCANNOTbedescribedusingthePLCconcept?A)productclassB)productformC)productimage. 专业.专注 ... .. ..brandstylesAnswer:CDiff:3PageRef:273Skill:ConceptObjective:9-3Allofthefollowingareaccuratedescriptionsofastyleproduct,EXCEPTwhichone?A)Styleproductsappearinhome,clothing,andart.B)Onceastyleisinvented,itmaylastforgenerations.C)Astylehasacycleshowingseveralperiodsofrenewedinterest.D)Styleslastonlyashorttimeandtendtoattractonlyalimitedfollowing.E)Stylesarebasicanddistinctivemodesofexpression.Answer:DDiff:2PageRef:274Skill:ConceptObjective:9-3ThePLCconceptcanbeappliedbymarketersasausefulframeworkfordescribinghow________.A)toforecastproductperformance. 专业.专注 ... .. ..todevelopmarketingstrategiesproductsandmarketsworkconcepttestingisconductedproductideasaredevelopedAnswer:CDiff:3PageRef:274Skill:ConceptObjective:9-3UsingthePLCconcepttodevelopmarketingstrategycanbedifficultbecausestrategyisbotha________anda(n)________oftheproduct'slifecycle.A)mirrorimage;causeB)cause;resultC)result;mirrorimageD)beginning;endE)purpose;effectAnswer:BDiff:3PageRef:274Skill:ConceptObjective:9-3Manufacturersmustcomplywithspecificlawsregarding________.A)pricestructures. 专业.专注 ... .. ..productqualityandsafetyproductplacementdistributionchannelsproductlifecyclesAnswer:BDiff:1PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-422)Becauseof________,acompanycannotmakeitsproductillegallysimilartoacompetitor'salreadyestablishedproduct.anti-monopolylawspatentlawstheConsumerProductSafetyActproductwarrantiesproductliabilityAnswer:BDiff:1PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-423)Whichofthefollowingbestdescribestheroleofaproductsteward?. 专业.专注 ... .. ..toprotectconsumersfromharmtoevaluatenew-productideasagainstasetofgeneralcriteriatodevelopanew-productconceptintoaphysicalproducttoprotectthecompanyfromliabilitybyidentifyingandsolvingpotentialproductproblemsAandDAnswer:EDiff:3 PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-4TheadvantagesofstandardizinganinternationalproductincludeallofthefollowingEXCEPT________.A)thedevelopmentofaconsistentimageB)lowerproductdesigncostsC)theadaptationofproductstodifferentmarketsD)decreasedmanufacturingcostsE)lowermarketingcostsAnswer:CDiff:2PageRef:281Skill:Concept. 专业.专注 ... .. ..Objective:9-4Becausenames,labels,andcolorsmaynoteasilytranslatefromonecountrytoanother,internationalmarketersmustcarefullyassess________.A)productstandardizationB)marketrolloutC)theproductlifecycleD)packagingE)stylesAnswer:DDiff:2PageRef:281AACSB:MulticulturalandDiversitySkill:ConceptObjective:9-4BlairHousewareswantstoaddnewlinesofproductstoits46-storechain.Managersarecorrectinbelievingthatthepurposeofideagenerationistocreateafewideas,andthepurposeofsucceedingstagesistoincreasethatnumber.Answer:FALSEDiff:2PageRef:262AACSB:AnalyticSkillsSkill:ApplicationObjective:9-2. 专业.专注 ... .. ..Aproductideaisanideaforapossibleproductacompanycanofferthemarket,whileaproductconceptisadetailedversionoftheideastatedinmeaningfulconsumerterms.Answer:TRUEDiff:3PageRef:262Skill:ConceptObjective:9-2Concepttestingworksbestwithpeoplewhoarefamiliarwiththenewideaandthenewproduct'spurpose.Thisgenerallyincludestopmanagement,thesalesforce,andresearchanddevelopment.Answer:FALSEDiff:3PageRef:263Skill:ConceptObjective:9-2GreenTreeLawnandGardenProductsisengagedinmarketingstrategydevelopment.Managementshouldfirstcreateastatementoutliningtheproduct'splannedprice,distribution,andmarketingbudgetforthefirstyear.Answer:FALSEDiff:3PageRef:263. 专业.专注 ... .. ..AACSB:AnalyticSkillsSkill:ApplicationObjective:9-2GreenTreeLawnandGardenProductsisengagedinareviewofthesales,costs,andprofitprojectionsforsomenewproductstofindoutwhethertheysatisfythecompany'sobjectives.Thisactivityiscalledbusinessproductdevelopment.Answer:FALSEDiff:2PageRef:264AACSB:ReflectiveThinkingSkill:ApplicationObjective:9-2Chapter10 PricingProducts:UnderstandingandCapturingCustomerValue________istheamountofmoneychargedforaproductorservice.A)ExperiencecurveB)DemandcurveC)PriceD)WageE)Salary. 专业.专注 ... .. ..Answer:CDiff:1 PageRef:290Skill:ConceptObjective:10-1Priceistheonlyelementinthemarketingmixthatproduces________.A)revenueB)variablecostsC)expensesD)outfixedcostsE)stabilityAnswer:ADiff:1PageRef:290Skill:ConceptObjective:10-1Ifasellercharges________thanthebuyer'sperceivedvalue,thecompany'ssaleswill________.A)more;benefitB)more;sufferC)less;increaseD)less;sufferE)noneoftheabove. 专业.专注 ... .. ..Answer:BDiff:2 PageRef:292Skill:ConceptObjective:10-2Somecompanieshaveadopteda________strategy,offeringjusttherightcombinationofqualityandgoodserviceatafairprice.A)value-basedpricingB)good-valuepricingC)cost-pluspricingD)low-priceimageE)noneoftheaboveAnswer:BDiff:1PageRef:293Skill:ConceptObjective:10-2Wal-Martisfamousforusingwhatimportanttypeofvaluepricing?competition-basedpricingeverydaylowpricingcost-pluspricingbreak-evenpricing. 专业.专注 ... .. ..penetrationpricingAnswer:BDiff:2PageRef:293Skill:ConceptObjective:10-2________involveschargingaconstant,everydaylowpricewithfewornotemporarypricediscounts.A)High-lowpricingB)TargetpricingC)Cost-pluspricingD)EDLPE)PenetrationpricingAnswer:DDiff:2PageRef:293Skill:ConceptObjective:10-2________arethesumofthe________and________foranygivenlevelofproduction.A)Fixedcosts;variable;totalcostsB)Fixedcosts;total;variablecostsC)Variablecosts;fixed;totalcosts. 专业.专注 ... .. ..Totalcosts;fixed;variablecostsBreak-evencosts;fixed;totalcostsAnswer:DDiff:2PageRef:296Skill:ConceptObjective:10-38)SRACistheacronymforwhichconceptrelatedtocostsatdifferentlevelsofproduction?strategicreasoningandcostsshort-runaccountingcostsshort-runaveragecoststrategicrightsandcompanystrategicrevenuesandcostsAnswer:CDiff:2PageRef:296Skill:ConceptObjective:10-3Asproductionworkersbecomebetterorganizedandmorefamiliarwithequipment,theaveragecostperunitdecreases.Thisiscalledthe________.A)demandcurveB)experiencecurveC)short-runaveragecostcurve. 专业.专注 ... .. ..long-runaveragecostcurvemarginalutilityAnswer:BDiff:1 PageRef:296Skill:ConceptObjective:10-3Withahighervolumeofproduct,mostcompaniescanexpectto________.A)gaineconomiesofscaleB)becomelessefficientC)seeaveragecostsincreaseD)haveastraight,horizontallearningcurveE)findcompetitorsusingtheexperiencecurvestrategicallyAnswer:ADiff:2PageRef:296Skill:ConceptObjective:10-3Thebreak-evenvolumeisthepointatwhich________.thetotalrevenueandtotalcostslinesintersectdemandequalssupplytheproductionofonemoreunitwillnotincreaseprofitthecompanycanpayallofitslong-termdebt. 专业.专注 ... .. ..afirm'sprofitgoalisreachedAnswer:ADiff:3PageRef:298Skill:ConceptObjective:10-3________pricingworksonlyifthatpriceactuallybringsintheexpectedlevelofsales.A)ElasticityB)MarkupC)VariableD)InelasticityE)TargetprofitAnswer:EDiff:3PageRef:298Skill:ConceptObjective:10-3Whichofthefollowingstatementsaboutbreak-evenanalysisistrue?A)Itisusedtodeterminehowmuchproductionexperienceacompanymusthavetoachievedesiredefficiencies.B)Itisatechniqueusedtocalculatefixedcosts.. 专业.专注 ... .. ..Itdeterminestheamountofretainedearningsacompanywillhaveduringanaccountingperiod.Itisatechniquemarketersusetoexaminetherelationshipbetweensupplyanddemand.Itiscalculatedusingvariablecosts,theunitprice,andfixedcosts.Answer:EDiff:3 PageRef:298Skill:ConceptObjective:10-3Asamanufacturerincreasesprice,the________drops.A)targetB)break-evenvolumeC)cost-pluspricingD)totalcostE)salesAnswer:BDiff:3PageRef:299Skill:ConceptObjective:10-3Whichofthefollowingisanexternalfactorthataffectspricingdecisions?A)thesalariesofproductionmanagement. 专业.专注 ... .. ..competitionthesalariesoffinancemanagementfundsexpensedtocleanproductionequipmentA,B,andCAnswer:BDiff:1 PageRef:299Skill:ConceptObjective:10-4________thatinfluencepricingdecisionsincludethenatureofthemarketanddemandandcompetitors'prices.A)InternalfactorsB)ElasticityfactorsC)ExternalfactorsD)TargetfactorsE)DomesticfactorsAnswer:CDiff:2PageRef:299Skill:ConceptObjective:10-4CompaniesmaysetpriceslowforwhichofthefollowingreasonsEXCEPT. 专业.专注 ... .. ..________.topreventcompetitionfromenteringthemarkettostabilizethemarkettocreateexcitementforaproducttoprepareforaneasyexitfromamarkettomatchacompetitorAnswer:DDiff:2 PageRef:299Skill:ConceptObjective:10-4Inordertoformaconsistentandeffectiveintegratedmarketingprogram,pricedecisionsshouldbecoordinatedwitheachofthefollowingEXCEPT________.A)productdesignB)distributionC)competitors'pricesD)promotiondecisionsE)marketingobjectivesAnswer:CDiff:2PageRef:299Skill:Concept. 专业.专注 ... .. ..Objective:10-4Withtargetcosting,marketerswillfirst________andthen________.A)buildthemarketingmix;identifythetargetmarketB)identifythetargetmarket;buildthemarketingmixC)designtheproduct;determineitscostD)useskimmingpricing;penetratingpricingE)determineasellingprice;targetcoststoensurethatthepriceismetAnswer:EDiff:2PageRef:300Skill:ConceptObjective:10-4Pricesettingisusuallydeterminedby________insmallcompanies.A)topmanagementB)marketingdepartmentsC)salesdepartmentsD)divisionalmanagersE)cross-functionalteamsAnswer:ADiff:2PageRef:300Skill:ConceptObjective:10-4. 专业.专注 ... .. ... 专业.专注 ... .. ..Pricesettingisusuallydeterminedby________inlargecompanies.A)topmanagementB)divisionalmanagersC)productlinemanagersD)pricingdepartmentsE)bothBandCAnswer:EDiff:2PageRef:300Skill:ConceptObjective:10-4EDLPisverysimilartohigh-lowpricing.Answer:TRUEDiff:2 PageRef:293Skill:ConceptObjective:10-2Overheadcostisanothertermforfixedcost.Answer:TRUEDiff:1PageRef:295Skill:ConceptObjective:10-3. 专业.专注 ... .. ..Cost-basedpricingreliesonconsumerperceptionofvaluetodrivepricing.Answer:FALSEDiff:2PageRef:295Skill:ConceptObjective:10-3Averageunitcostincreaseswithaccumulatedproductionexperience.Answer:FALSEDiff:1PageRef:296Skill:ConceptObjective:10-3Anupward-slopingexperiencecurveisbeneficialforacompany.Answer:FALSEDiff:3PageRef:297Skill:ConceptObjective:10-3Thesimplestpricingmethodiscost-pluspricing,whichinvolvesaddingastandardmarkuptothecostoftheproduct.Answer:TRUE. 专业.专注 ... .. ..Diff:2 PageRef:297Skill:ConceptObjective:10-3Markuppricingispopularbecausepricestendtobesimilarandpricecompetitionisthusminimized.Answer:TRUEDiff:2PageRef:298Skill:ConceptObjective:10-3Targetprofitpricingisusedwhenafirmtriestodeterminethepriceatwhichitwillbreakevenormaketheprofititisseeking.Answer:TRUEDiff:3PageRef:298Skill:ConceptObjective:10-3Abreak-evenchartshowsthetotalcostandtotalrevenueexpectedatvarioussalesvolumelevels.Answer:TRUEDiff:2PageRef:298Skill:Concept. 专业.专注 ... .. ..Objective:10-3Chapter11 PricingStrategiesAcompanysetsnotasingleprice,butrathera________thatcoversdifferentitemsinitslinethatchangeovertimeasproductsmovethroughtheirlifecycles.A)pricingby-productB)pricingstructureC)pricingloopD)pricingcycleE)pricingbundleAnswer:BDiff:1PageRef:311Skill:ConceptObjective:11-1Companiesfacingthechallengeofsettingpricesforthefirsttimecanchoosebetweentwobroadstrategies:market-penetrationpricingand________.A)market-levelpricingB)market-competitivepricing. 专业.专注 ... .. ..market-skimmingpricingmarket-priceliningmarket-pricefillingAnswer:CDiff:2PageRef:312Skill:ConceptObjective:11-1Ofthefollowing,whichstatemen