Download Chapter 9

Chapter 9
Pricing Considerations and Strategies
1. _____ is the sum of all the values that consumers exchange for the benefits of
having or using the product or service.
a.
Price
b.
Value
c.
Promotion
d.
Exchange
2. The amount of money charged for a product or service is called _____.
a.
value
b.
price
c.
exchange
d.
promotion
3. Historically, _____ has been the major factor affecting buyer choice. However, in
recent decades, _____ factors have become more important in buyer-choice
behavior.
a.
non-price; price
b.
price; exchange
c.
price; value
d.
price; non-price
4. All of the following are internal factors affecting pricing decisions, except which
one?
a.
company's marketing objectives
b.
marketing mix strategy
c.
competition
d.
organizational considerations
5. Prices can be reduced temporarily to create excitement for a product or to draw
more customers into a retail store. In this example, the store is pursuing a general
objective based on an _____ which affects pricing decisions.
a.
external factor
b.
internal factor
c.
environmental factor
d.
economic factor
6. _____ is only one of the marketing mix tools that a company uses to achieve its
marketing objectives.
1
a.
b.
c.
d.
Price
Product
Promotion
Place
7. The decision to position the product on high performance quality will mean that
the seller must charge a _____.
a.
lower price to cover lower costs
b.
lower price to cover higher costs
c.
higher price to cover higher costs
d.
standard price to cover lower costs
8. According to the text, the best positioning strategy is to deemphasize _____ and
use other marketing mix tools to create _____.
a.
price; non-price positions
b.
costs; price
c.
price; value positions
d.
price; product positions
9. _____ are costs that do not vary with production or sales level.
a.
Fixed costs
b.
Variable costs
c.
Total costs
d.
Target costs
10. Bills for rent, heat, interest, and executive salaries, regardless of company output
are examples of _____.
a.
variable costs
b.
target costs
c.
fixed costs
d.
total costs
11. _____ vary directly with the level of production.
a.
Fixed costs
b.
Variable costs
c.
Total costs
d.
Target costs
12. _____ are the sum of the fixed and variable costs for any given level of
production.
a.
Target costs
b.
Total costs
c.
Value costs
d.
All costs
2
13. No single buyer or seller has much effect on the going price. If price and profits
rise, new sellers can easily enter the market. These characteristics are typical of
pricing under a _____ type of market.
a.
pure competition
b.
monopolistic competition
c.
oligopolistic competition
d.
pure monopoly
14. Marketing research, product development, pricing, and promotion play little or no
role in a _____ type of competitive environment. Thus, sellers in these markets
do not spend much time on marketing strategy.
a.
pure monopoly
b.
regulated monopoly
c.
private regulated monopoly
d.
pure competition
15. Under _____, the market consists of many buyers and sellers who trade over a
range of prices rather than a single market price.
a.
a pure monopoly
b.
monopolistic competition
c.
pure competition
d.
oligopolistic competition
16. Under _____, the market consists of one seller.
a.
a pure monopoly
b.
monopolistic competition
c.
oligopolistic competition
d.
pure competition
17. The relationship between the price charged and the resulting demand level is
shown in a _____.
a.
supply curve
b.
demand curve
c.
break-even analysis chart
d.
discount
18. The _____ shows the number of units the market will buy in a given time period
at different prices that might be charged.
a.
supply curve
b.
demand curve
c.
break-even curve
d.
EOQ chart
3
19. A measure of the sensitivity of demand to changes in price is called _____.
a.
inelastic demand
b.
the demand curve
c.
price elasticity of demand
d.
elastic demand
20. Demand is _____ when the demand hardly changes with a small change in price.
a.
elastic
b.
inelastic
c.
stable
d.
unstable
21. All of the following are external factors affecting pricing decisions, except which
one?
a.
nature of the market and demand
b.
competition
c.
economic conditions, resellers, and government
d.
organizational considerations
22. Adding a standard markup to the cost of the product is called the _____.
a.
break-even analysis approach
b.
target profit pricing approach
c.
cost-plus pricing approach
d.
value-based pricing approach
23. All of the following are accurate descriptions of the cost-plus pricing method,
except which one?
a.
The cost-plus pricing method takes into account both demand and
competitor prices to determine prices.
b.
Sellers are more certain about costs than about demand.
c.
When all sellers within an industry use cost-plus pricing, prices tend to
be similar and price competition is thus minimized.
d.
Many people feel cost-plus pricing is fairer to both buyers and sellers.
24. Break-even pricing is also known as _____.
a.
target-profit pricing
b.
cost-plus pricing
c.
value-based pricing
d.
everyday low pricing
25. Going-rate pricing is an approach in which a firm bases its price largely on _____
prices, with less attention paid to its own costs or demand.
a. competitors'
b. environmental
4
c.
d.
price-skimming
price-penetration
26. Setting a low initial price to attract a large number of buyers is called _____.
a.
market-skimming pricing
b.
market-penetration pricing
c.
product line pricing
d.
optional-product pricing
27 _____ is setting a high price for a new product to skim maximum revenues layer
by layer from the segments willing to pay the high price; the company makes
fewer but more profitable sales.
a. Market-skimming pricing
b Market-penetration pricing
c Product-line pricing
d. Optional product pricing
28
In _____, management must decide on the price steps to set between the various
products in a line.
a.
optional-product pricing
b.
product-line pricing
c.
market-penetration pricing
d.
market-skimming pricing
29 Setting a price for by-products in order to make the main product's price more
competitive is called _____.
a.
optional-product pricing
b.
product-line pricing
c.
by-product pricing
d.
captive-product pricing
30 _____ is setting a price for products that must be used along with a main product.
a.
Captive-product pricing
b.
Optional-product pricing
c.
By-product pricing
d.
Market-penetration pricing
31 A straight reduction in price on purchases during a stated period of time is called
a _____.
a.
discount
b.
an allowance
c.
sale
d.
value sale
5
32 A _____ is a price reduction to buyers who buy merchandise or services out of
season.
a.
cash discount
b.
quantity discount
c.
trade discount
d.
seasonal discount
33 Museums may charge a lower admission price to students and senior citizens.
Under _____, different customers pay different prices for the same product or
service.
a.
psychological pricing
b.
allowance pricing
c.
product-bundle pricing
d.
segmented pricing
34 _____ goes by many names, revenue management or yield management.
a.
Psychological pricing
b.
Promotional allowances
c.
Quantity discounts
d.
Segmented pricing
35
In using _____, sellers consider the psychology of prices and not simply the
economics.
a.
segmented pricing
b.
psychological pricing
c.
geographical pricing
d.
promotional allowances
ANSWER
1-5 a b d c b
11-15 b b a d b
21-25 d c a a a
31-35 a d d d b
6-10 a c a a c
16-20 a b b c b
26-30 b a b c a
6