TOP câu hỏi trắc nghiệm ôn tập chap 6 Pricing Strategies | Môn Marketing căn bản - Đại học Thái Bình Dương

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CHAPTER 6: PRICING STRATEGIES
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
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
3) Which of the following is true with regard to price?
A) Historically, price has had the least perceptible impact on buyer choice.
B) Price is the least flexible element in the marketing mix.
C) Unlike product features and channel commitments, prices cannot be changed quickly.
D) Price is the sum of all the values that customers give up to gain the benefits of having a product. (đn)
E) Prices only have an indirect impact on a firm's bottom line. Answer: D
4) Price is important to managers ________.
A) because prices cannot be changed quickly, so must be correctly determined lOMoAR cPSD| 60692662
B) because a small percentage improvement in price can generate a large percentage increase
inprofitability (tăng nhỏ % giá, tăng % khả năng sinh lời)
C) but other marketing mix elements create customer value and build relationships
D) but product features can be changed more quickly
E) but has little impact on a firm's market share Answer: B
10) What sets ? the ceiling for product prices
A) product manufacturing costs
B) sellers' perceptions of the product's value
C) customer perceptions of the product's value D) variable costs E) break-even volume Answer: C
11) What sets the floor for product prices?
A) consumer perceptions of the product's value B) product costs C) competitors' strategies D) advertising budgets E) market competition Answer: B
12) Effective ________ pricing involves understanding how much value consumers place on the
benefits they receive from the product and setting a price that captures that value. A) competition-oriented B) cost-based C) time-based D) customer-oriented E) marketer-oriented Answer: D lOMoAR cPSD| 60692662
14) the high price of the drug by claiming that it is highly effective for treating all kinds of
ulcers. The company also claims that the new drug will help bring down the need for invasive
surgeries, an additional benefit for patients. Which of the following pricing strategies is the
pharmaceutical company most likely using in this instance? A) target pricing B) markup pricing x C) cost-based pricing D) value-based pricing E) break-even pricing x Answer: D
19) A restaurant wants to use value-based pricing. It knows the costs of the ingredients in the
food. It must also factor in ________ in determining customer satisfaction and value. A) wages of employees
B) costs of utilities of the restaurant
C) atmosphere and décor of the restaurant
D) travel distance for customers
E) percentage of bar patrons versus dining patrons Answer: C
21) Underpriced products ________.
A) produce less revenue than they would if they were priced at the level of perceived value
B) sell poorly in the global marketplace
C) produce more revenue than they would if they were priced at the level of perceived value
D) mostly offer higher value than those with a high markup price
E) are characterized by rapidly declining demand Answer: A
24) ________ pricing refers to offering just the right combination of quality and gratifying service at a fair price. A) Markup B) Good-value lOMoAR cPSD| 60692662 C) Cost-plus D) Target profit E) Break-even Answer: B
25) When McDonald's and other fast food restaurants offer "value menu" items at surprisingly
low prices, they are most likely using ________ pricing. A) break-even B) target profit C) good-value D) cost-plus E) target return Answer: C
27) Retailers such as Costco and Walmart charge a constant, daily low price with few or no
temporary price discounts. This is an example of ________ pricing. A) competition-based B) everyday low C) cost-plus D) break-even E) penetration Answer: B
29) ________ pricing involves charging higher prices on an everyday basis but running frequent
promotions to lower prices temporarily on selected items. A) High-low B) Everyday low C) Cost-plus D) Break-even E) Penetration Answer: A lOMoAR cPSD| 60692662
30) Department stores such as Kohl's and JCPenney's practice high-low pricing by ________.
A) charging a constant, everyday low price
B) providing few or no temporary price discounts
C) increasing prices temporarily on select products
D) having frequent sale days for store credit-card holders
E) underpricing most consumer items Answer: D
31) Companies that adopt value-added pricing ________.
A) consider value-added features as a fitting substitute for aggressive cost cutting
B) set incredibly low prices to meet competition
C) attach value-added features and services to differentiate their offers and support their higher prices
D) overprice their products without any apparent justification
E) underprice their products and lower quality to boost demand in the short-run Answer: C
32) Which of the following is true with regard to value-added pricing?
A) Companies that practice value-added pricing typically match the competition by cutting prices.
B) Companies practicing value-added pricing differentiate their offers by
attaching value-added features to offerings that, in turn, justify higher prices.
C) The intrinsic value of products sold by companies practicing value-added pricing is far less
than their actual selling price.
D) Companies practicing value-added pricing primarily rely on cost differentiation.
E) Value-added pricing is the most suitable pricing strategy in pure monopolies. Answer: B
34) ________ involves setting prices based on the costs for producing, distributing, and selling
the product plus a fair rate of return for effort and risk. A) Value-based pricing B) Competition-based pricing lOMoAR cPSD| 60692662 C) Cost-based pricing D) Penetration pricing E) Break-even pricing Answer: C
35) Companies with lower costs ________.
A) specialize in selling products with value-added features x
B) usually market products with inferior quality, thereby justifying the low selling price
C) can set lower prices that result in smaller margins but greater sales and profits
D) tend to overprice products owing to their monopolistic advantage x
E) usually set higher prices that result in higher margins x Answer: C
36) Companies with higher costs ________.
A) can drive out competitors through their pricing strategy
B) intentionally pay higher costs so that they can add value through higher
quality and claim higher prices and margins
C) can set lower prices that result in increased sales though with lower margins
D) specialize in selling products without value-added features
E) are more financially successful Answer: B
39) Which of the following is most likely a fixed cost? FC
A) sales representative commissions B) product distribution costs C) manufacturing input costs D) temporary worker salaries E) facility rental payments Answer: E 40) Fixed costs ________. lOMoAR cPSD| 60692662
A) are costs that do not vary with production or sales level
B) vary directly with the level of production
C) decrease with accumulated production experience
D) are the sum of the overhead and variable costs for any given level of production
E) represent the annual costs of inputs incurred by a company Answer: A
41) Costs that change with the level of production are referred to as ________. A) fixed costs B) variable costs C) target costs D) total costs E) overhead costs Answer: B
42) In 2011, the fixed costs of a company were $500,000, and its variable costs equaled
$150,000. In 2010, the company made an annual profit of $200,000. It has been predicted that,
despite a steady growth, the company's variable costs will likely equal $300,000 by 2013. The
total costs of the company in 2011 were ________. A) $350,000 B) $450,000 C) $650,000 D) $800,000 E) $950,000 Answer: C
43) The total production costs at Kellner Machine Works are $87,000 out of which $45,000
represent fixed costs. Which of the following is representative of the variable costs incurred by the company? A) $35,000 B) $42,000 C) $45,000 lOMoAR cPSD| 60692662 D) $87,000 E) $132,000 Answer: B
44) The fixed cost in manufacturing a single LED monitor is $40 and the variable cost is $12. If
the company expects to manufacture 5,000 monitors, the total costs would be ________. A) $60,000 B) $200,000 C) $260,000 D) $420,000 E) $500,000 Answer: C
57) The simplest pricing method is ________ pricing. A) value-based B) fixed cost C) cost-plus D) target return E) competition-based Answer: C
58) Cost-plus pricing ________.
A) is a complex pricing method
B) involves pricing that accurately reflects production costs C) involves
adding a standard markup for profit
D) aims at breaking even on the costs of making and marketing a product
E) is a value-based pricing method Answer: C
59) Lawyers, accountants, and other professionals typically price by adding a This exemplifies standard markup for profit. ________. A) target pricing lOMoAR cPSD| 60692662 B) cost-plus pricing C) value-based pricing D) break-even pricing E) penetration pricing Answer: B
60) Herbie Inc., a firm manufacturing sandwich maker, has fixed costs of
$250,000, variable costs of $20 per unit of output, and expected unit sales of 50,000 units (doanh
số,R). What is the unit cost of a sandwich maker manufactured by Herbie? A) $15 B) $25 C) $30 D) $50 E) $75 Answer: B
61) Samsung Mobile plans to launch a new phone with a unit cost of $270 and wants to earn a
10 percent markup on its sales. Samsung's markup price is ________. A) $275 B) $280 C) $295 D) $300 E) $335 Answer: D
65) Target return pricing
is a variation of which of the following cost-oriented pricing approaches? A) cost-plus pricing B) break-even pricing (trong sách, đn) C) markup pricing D) value-based pricing lOMoAR cPSD| 60692662 E) fixed cost pricing Answer: B
66) Target return pricing uses the concept of a(n) ________, which shows the total cost and
total revenue expected at different sales volume levels. A) BCG matrix B) break-even chart C) SWOT analysis D) demand curve E) experience curve Answer: B
68) The break-even volume is the point at which ________.
A) the total revenue and total cost curves intersect B) demand equals supply
C) the production of one more unit will not lead to increase in demand
D) the company can pay off all its long-term debt
E) a firm exceeds the sales forecast Answer: A
70) A company faces fixed costs of $100,000 and variable costs of $8 per unit. It plans to directly
sell its product in the market for $12. How many units must it produce and sell to breakeven? A) 20,000 B) 25,000 C) 30,000 D) 35,000E) 40,000 Answer: B
75) Which of the following involves setting prices based on a rival firm's strategies, costs, prices, and market offerings? A) target return pricing B) good-value pricing lOMoAR cPSD| 60692662
C) competitor value-added pricing D) market-based pricing E) competition-based pricing Answer: E
123) Under ________, the market consists of many buyers and sellers trading in a uniform
commodity.u A) pure competition B) monopolistic competition C) oligopolistic competition D) a pure monopoly E) the dominant firm model Answer: A
127) Under ________, the market consists of many buyers and sellers who trade over a . range of prices
rather than a single market price A) pure competition B) monopolistic competition C) oligopolistic competition D) a pure monopoly E) the dominant firm model Answer: B
129) Which of the following is true with regard to monopolistic competition?
A) Under monopolistic competition, the market consists of many buyers and sellers who trade at a single market price.
B) Under monopolistic competition, the market consists of only a few large sellers.
C) In a monopolistic market, little time is spent on marketing strategy. D) Sellers can
differentiate their products to buyers.
E) In a monopolistic market, price becomes a major competitive tool. Answer: D
131) In which situation is the market dominated by one seller? A) puremonopoly lOMoAR cPSD| 60692662 B) monopolistic competition C) oligopolistic competition D) pure competition E) free market Answer: A
133) Which of the following shows the number of units the market will buy in a given time
period, at different prices that might be charged? Đn A) demand curve B) supply curve C) learning curve D) break-even pricing E) target costing Answer: A
136) ________ refers to a measure of the sensitivity of demand to changes in price. A) Price elasticity B) A demand curve C) Price-value equation D) Marginal utility
E) Income elasticity of demand Answer: A
Chapter 11: Pricing Strategies: Additional Considerations
2) Companies facing the challenge of setting prices for the first time can
choose between two broad strategies: and market -penetration pricing ________ pricing. A) comparative B) competitive C) market- skimming D) market-segmentation lOMoAR cPSD| 60692662 E) cost-plus Answer: C
3) A market-skimming pricing strategy should NOT be used for a new product when ________.
A) the product's quality and image support its higher price
B) enough buyers want the products at that price C) competitors are unable to enter the market
D) competitors can undercut prices easily
E) producing a smaller number of goods is feasible Answer: D
4) When a company sets a high price for a new product with the intention of reducing the price
in the future, it is using the ________ pricing strategy. A) market-skimming B) cost-plus C) market-segmentation D) market-penetration E) competitive Answer: A
5) Midnight Magic, a perfume manufacturing company, plans to release a new fragrance during
the holiday season at $99 per bottle. The company intends to bring the price down to $49
within six months of its release to attract buyers who couldn't afford the initial price. Which of
the following pricing strategies is Midnight Magic using? A) market-penetration pricing B) market-skimming pricing
C) competitive pricing D) cost-plus pricing E) product-line pricing Answer: B
7) Companies that set a low price for a new product in order to attract a large number of buyers
and a large market share are using the ________ strategy. A) market-skimming pricing B) market-penetration pricing lOMoAR cPSD| 60692662 C) cost-plus pricing D) inclusive pricing E) exclusive pricing Answer: B
8) A market-penetration pricing policy should LEAST likely be used for a new product when ________.
A) the market is highly price sensitive
B) production and distribution costs fall as sales volume increases
C) the product's quality and image support a high price (skimming)
D) a high price helps keep out the competition
E) there are few or no competitors in the market Answer: C
9) Which of the following is true of market-penetration pricing?
A) It should be used when the product's quality and image support a high price.
B) It involves setting a high price for a new product to appeal to the elite in society.
C) It results in drawing in large numbers of buyers quickly, winning a large market share.
D) It is best used in conjunction with a market-skimming pricing strategy.
E) It results in the company making fewer and less profitable sales. Answer: C
22) Which of the following product mix pricing strategies involves setting prices across an
entire product range based on cost differences between the products, customer evaluations
of different features, and competitors' prices? A) by-product pricing B) product bundle pricing C) optional product pricing D) captive product pricing E) product line pricing lOMoAR cPSD| 60692662 Answer: E
23) Go Zone plans to introduce four tablet models over the next year. These models range from
basic readers at $99 per unit, to more sophisticated tablets at $399 per unit. The more features
a model has, the more expensive it is. What pricing strategy is Tone Zone using for its range of tablets? A) product line pricing B) product bundle pricing C) captive product pricing D) by-product pricing E) optional product pricing Answer: A
26) Which of the following product mix pricing strategies involves pricing additional or
accessory products sold along with the main product? A) inclusive product pricing B) exclusive product pricing C) by-product pricing D) product bundle pricing E) optional-product pricing Answer: E
28) Which of the following product mix pricing strategies involves pricing products ? that can only be used with the main product A) by- product pricing B) product bundle pricing C) captive product pricing D) product line pricing E) optional product pricing Answer: C
29) Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific models.
Only Multiprint cartridges are compatible with Multiprint printers, and no two models share the
same specifications. What type of pricing does Multiprint use? A) product line pricing lOMoAR cPSD| 60692662 B) captive product pricing C) optional product pricing D) by-product pricing E) product bundle pricing Answer: B
30) Which of the following product mix pricing strategies did Polaroid use when it set the
general price range of its cameras low and the markup on its film high? A) product-segmented pricing B) by-product pricing C) customer-segmented pricing D) captive product pricing E) product bundling pricing Answer: D
31) In the case of services, captive product pricing is called ________ pricing. A) by-product B) optional product C) two-part D) bundle E) segmented Answer: C
33) When amusement parks charge customers for admission and later for food and beverages,
they are following a ________ pricing strategy.
(tính giá vào cửa, sau đó là tính đồ ăn đồ uống) A) by-product B) product line C) penetration D) skimming E) two-part lOMoAR cPSD| 60692662 Answer: E
4) Beach Heaven uses two-part pricing for its holiday resort charges. Because this is a service,
the price is broken into a fixed fee for the room plus a(n) _____VC___ usage rate for activities,
including kite-sailing and child care. A) fixed B) variable C) standard D) market E) optional Answer: B
35) Using ________ pricing, companies are able to turn their trash into cash, allowing them to
make the price of their main product more competitive. A) product bundle B) optional product C) captive product D) by-product E) product line Answer: D
37) Which of the following product mix pricing strategies involves pricing multiple products to be sold together? A) product line pricing B) product bundle pricing C) optional product pricing D) by-product pricing E) captive product pricing Answer: B
56) Which of the following is a price adjustment strategy? A) product bundle pricing lOMoAR cPSD| 60692662 B) by-product pricing C) product line pricing D) optional product pricing E) discount and allowance pricing Answer: E
57) Which of the following price adjustment strategies involves reducing prices to reward
customer responses such as volume purchases, paying early, or participating in sales-support programs? A) product bundle pricing B) captive product pricing C) product line pricing D) dynamic pricing
E) discount and allowance pricing Answer: E
58) A(n) ________ is a straight reduction in price on purchases during a stated period of time or of larger quantities. A) allowance B) free sample C) discount D) tax credit E) quota Answer: C
60) Which of the following price adjustment strategies offers a price reduction to buyers who
pay their bills promptly (nhanh chóng)? A) cash discount B) season discount C) quantity discount D) trade discount E) functional discount lOMoAR cPSD| 60692662 Answer: A
62) A quantity discount is a price reduction for buyers who ________.
A) buy merchandise out of season x
B) buy merchandise in bulk C) pay their bills on time x
D) buy discontinued products x
E) return old items while buying new ones Answer: B
63) A seller offers a ________ to
trade-channel members who perform certain
functions , such as selling, storing, and record keeping . A) functional discount B) storage allowance C) cash discount D) promotional allowance E) quantity discount Answer: A
4) The discount offered by Glamor Gifts to customers who themed bought V alentine
merchandise the week following Valentine's Day is an example of a ________. A) functional discount B) seasonal discount C) trade discount D) cash discount E) time-based discount Answer: B
65) A(n) ________ refers to promotional money paid by manufacturers to retailers in return for
an agreement to feature the manufacturer's products in some way. A) allowance B) sample lOMoAR cPSD| 60692662 C) discount D) tax credit E) tax exemption Answer: A
69) ________ allowances are payments or price reductions that reward dealers for participating
in advertising and sales support programs. A) Promotional B) Trade-in C) Segmented D) Functional E) Dynamic Answer: A
71) By definition, ________ pricing is used when a firm sells a product or service at two
or more prices, based on differences even though the difference in price is not in cost. A) segmented B) variable C) flexible D) cost-plus E) reference Answer: A
72) The New Age Gallery has three admission prices for students, adults, and seniors, even
though all three groups are entitled to the same services. This form of pricing is called ________ pricing. A) psychological B) product form C) customer-segment D) captive product E) by-product