国际市场营销（山东交通学院）_智慧树知到答案2021年

第九章 pricing strategy：In this chapter, pricing strategies are mainly discussed. Firstly, there is a brief introduction to pricing and its importance. Besides, Consumer Psychology and Pricing is discussed. Secondly, setting the price is covered. There are six steps for setting a price: selecting the pricing objective, determining demand, estimating costs, analyzing competitors’costs,prices, and offers, selecting a pricing method and selecting final price.Thirdly, adapting prices is covered as well as initiating and Responding to Price Changes.9.1Introduction to pricing:Introduction to pricing
9.2Adapting the price ; initiating and responding to the Price changes:Setting a price

[单选题]Shrinking the amount of product instead of raising the price is a good way to counteract consumer resistance to price increases.

选项:[错, 对]
[单选题]Generally, consumers prefer small price increases on a regular basis to sudden, sharp increases.

选项:[对, 错]
[单选题]Traditionally, price was never a major determinant of buyer choice.

选项:[错, 对]
[单选题]Although consumers may have fairly good knowledge of the range of prices involved, very few can accurately recall specific prices of products.

选项:[错, 对]
[单选题]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.

选项:[错, 对]
[多选题]Reference prices include( )

选项:[upper bound price, fair price, last price paid, typical price]
[单选题]The reservation price, the maximum that most consumers will pay for a given product, is known as the ________ price.

选项:[upper-bound, typical, expected future, usual discounted]
[单选题]Value pricing requires a company to reengineer its operations to become a low-cost producer.

选项:[对, 错]
[单选题]When examining products, consumers compare an observed price to an internal reference price they remember or an external frame of reference.

选项:[对, 错]
[单选题]A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.

选项:[survival, market skimming, product-quality leadership, profit maximization]
[单选题]Trade-in allowances are price reductions given for turning in an old item when buying a new one.

选项:[错, 对]