科特勒营销管理架构英文版练习题期末试题3

MKTG649,Spring2011,Exam3ReviewQuestions–Page1of13MKTG649:MarketingManagement,Spring2011Exam3ReviewQuestionsNOTE:Thesequestionsareillustrative.inadditiontostudyingthisset,youshouldalsoconsulttherelevantchaptersofyourtextandyourlecturesnotes.Reviewthissetandfeelfreetodiscusswithme,shouldyouhaveanyquestionsorconcerns.Chapter12–DevelopingPricingStrategiesandPrograms1.Whencustomersbuyonthebasisofareferencepriceorbecausethepriceconveysaparticularqualityimagetothem,theyarebeinginfluencedby__________.a.valuepricingb.thepsychologyofpricingc.thegoing-ratesofcompetitorsd.valueaugmentedbyperceptione.anaggregatedmarketingplanforpricing2.Acommonmistakeinpricingis__________.a.settingpricesaccordingtodemandb.revisingpricestoooftenc.consideringpriceandpricecompetitionasakeyprobleminmarketingd.ignoringcostswhensettingpricese.settingpricesindependentlyoftherestofthemarketingmix3.Amarketsegmenthasalargenumberofbuyers.Highinitialpricedoesnotattractcompetitorstothemarket,butitcommunicatessuperiorproductimage.Inthissegmenta__________isthebeststrategy.a.market-skimmingpricingb.productqualityleadershipc.maximumcurrentrevenued.market-penetrationpricinge.maximumsalesgrowth4.__________arecoststhatdonotvarywithproductionorsalesrevenue.a.Totalcostsb.Averagecostsc.Variablecostsd.Fixedcostse.Marginalcosts5.EverytimeNikedoublesthetotalnumberofshoesithassold,itsmarketingcoststructurefallsbyapredictablepercentage.Thisisanexampleofthe__________.a.leverageeffectb.activity-basedpricingconceptc.experiencecurved.elasticityconsumerexhibitforshoepricese.targetcostingprinciple6.Amakerofgenericskateboarddecks(blanks)forshopstocustomizeincursavariablecostof$12perblankandfixedcostsof$500,000.Toearna20percentmarkuponsellingprice,themanufacturerwouldcharge__________foreachofthe100,000blanksitexpectstosell.a.$14.40b.$20.40c.$21.25d.$37.50e.$33.33MKTG649,Spring2011,Exam3ReviewQuestions–Page2of137.Lucindaisamakerofwinecharms(small,decorativejewelryloopsputonwineglassstemstosetyourglassapartfromthoseofotherpartiers),andhasavariablecostof$4.50persetofsixandfixedcostsof$16,000.Toearna25percentmarkuponsellingprice,Lucindashouldcharge__________foreachofthe4,000setsofcharmssheexpectstosell.a.$5.63b.$6.38c.$8.63d.$9.63e.$11.338.BurlingvaleCoatsproduceswinterwearforTarget.Theirrecentlydesignedparkasforthenorthernstorescostabout$30toproduce,andBurlingvalewishestoearna15percentreturnonaninvestmentof$5million.If75,000parkaswillbesoldtoTarget,theappropriatepriceperitemis__________.a.$30.00b.$37.50c.$35.00d.$40.00e.$45.009.NixonWatchCo.willincurfixedcostsof$500,000andunitvariablecostsof$20onitsnewperpetualcalendarquartzmodels.Nixonplanstosetthewholesalepriceofthemodelat$50.Tobreakeven,Nixonmustsell__________units.a.9,876b.16,667c.18,333d.20,000e.25,00010.__________pricingisamethodinwhichthecompanychargesafairlylowpriceforahigh-qualityoffering.a.Markupb.Psychologicalc.Target-returnd.Perceived-valuee.Value11.EveryAugust,FatTireAlehostsabikeraceandbeertastingfestivalinTaos,NewMexico.Duringthefestival,localretailersoffer__________pricingtoenticepeoplewhocomeforthefestivaltocomeintotheirstoresandbuytheirmerchandise.a.special-eventb.seasonaldiscountc.promotionalallowanced.psychologicaldiscounte.functionaldiscountMini-Case12-1FugaziisapunkbandfromWashington,D.C.Theleader,Ian,insiststhatthebandnotfocusonthecommercialaspectsofmakingmusic,sothebandtypicallychargeslessthan$10foraliveshow,theysellnoT-shirtsorotherFugazigear,andtheywillonlyplayinall-agesvenues.Toincreasecreativeandfinancialcontrol,Ianandothermembersofthebandpackageandselltheirself-producedCDsthattheysellfor$10online.12.RefertoMini-Case12-1.EverytimeFugazitours,theyareabletopickupmoreideasabouthowtominimizethecostsofgoingontour,inordertomakeafairandincreasingreturnfortheirefforts.Thisisanexampleof__________.a.totalcostsfallingb.activity-basedaccountingc.targetcostingd.thelearningcurvee.considerationofcustomers’demandschedules13.RefertoMini-Case12-1.Whenitcomestopricingtheirmusic,Fugaziusesthe__________method.a.valueb.going-ratec.markupMKTG649,Spring2011,Exam3ReviewQuestions–Page3of13d.skimminge.target-return14.RefertoMini-Case12-1.TheunderlyingobjectiveorphilosophyusedbyFugaziinsettingtheirpricesisprobably__________.a.survival—inthiscase,keepingtheband“alive”b.maximumcurrentprofit—usingthestrictdefinitioninthebookc.maximummarketshare—inthiscase,gettingasmanypeopletolistentothebandaspossibled.marketskimming—usingthestrictdefinitioninthebooke.product-qualityleadership—thelogicbeingthatofferingthebestmusicpossiblewillcostmorethanprovidingaverage-qualitymusicChapter13–DesigningandManagingIntegratedMarketingChannels1.___________aresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.a.Marketingchannelsb.Retailerchainsc.Wholesalersd.Distributorse.Consumers2.PenguinsellsbooksthroughAmazon.com’sonlinestore,thisisanexampleofusinga__________.a.zero-levelchannelb.one-levelchannelc.two-levelchanneld.three-levelchannele.reverse-flowchannel3Amarketingchannelintermediaryknowsi