国际市场营销（山东交通学院）答案2023

第九章测试

1.Traditionally, price was never a major determinant of buyer choice.
A:对 B:错
答案:B
2.Although consumers may have fairly good knowledge of the range of prices involved, very few can accurately recall specific prices of products.
A:错 B:对 3.Generally, consumers prefer small price increases on a regular basis to sudden, sharp increases.
A:对 B:错 4.Shrinking the amount of product instead of raising the price is a good way to counteract consumer resistance to price increases.
A:对 B:错 5.Trade-in allowances are price reductions given for turning in an old item when buying a new one.
A:对 B:错 6.The reservation price, the maximum that most consumers will pay for a given product, is known as the ________ price.
A:typical B:expected future C:upper-bound D:usual discounted 7.A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.
A:product-quality leadership B:survival C:profit maximization D:market skimming 8.Reference prices include( )
A:upper bound price B:fair price C:typical price D:last price paid 9.A marketer who has unit costs of $16 and wants to earn a 20 percent markup on sales would charge a markup price of $20.
A:对 B:错 10.Value pricing requires a company to reengineer its operations to become a low-cost producer.
A:对 B:错 11.When examining products, consumers compare an observed price to an internal reference price they remember or an external frame of reference.
A:错 B:对