第九章Traditionally, price was never a major determinant of buyer choice.
答案:错
Although consumers may have fairly good knowledge of the range of prices involved, very few can accurately recall specific prices of products.Generally, consumers prefer small price increases on a regular basis to sudden, sharp increases.Shrinking the amount of product instead of raising the price is a good way to counteract consumer resistance to price increases.Trade-in allowances are price reductions given for turning in an old item when buying a new one.The reservation price, the maximum that most consumers will pay for a given product, is known as the ________ price.A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.Reference prices include( )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.Value pricing requires a company to reengineer its operations to become a low-cost producer.When examining products, consumers compare an observed price to an internal reference price they remember or an external frame of reference.
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