1. 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 ca
Price is the sum of all the values that customers give up to gain the benefits of having a product
2. 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
product costs
3. 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 val
involves adding a standard markup for profit
4. Herbie Inc., a firm manufacturing sandwich makers, has fixed costs of $250,000, variable costs of $20 per unit of output, and expected unit sales of 50,000 units. What is the unit cost of a sandwich maker manufactured by Herbie?
a) $15
b) $25
c) $30
d)
$25
5. Target return pricing is a variation of which of the following cost-oriented pricing approaches?
a) cost-plus pricing
b) break-even pricing
c) markup pricing
d) value-based pricing
e) fixed cost pricing
break-even pricing
6. 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
the total revenue and total cost curves intersect
7. Mansfield Pharmaceuticals markets Zipro, an antibiotic. The firm has fixed costs of $1,000,000 and variable costs of $2 per bottle of 50 tablets priced at $10 per bottle. What is the break-even volume?
a) 25,000
b) 55,000
c) 100,000
d) 115,000
e) 125,0
125,000
8. A manufacturer has fixed costs of $100,000, a variable cost of $10 per unit of output, and break-even volume of 50,000 units. What should the manufacturer's unit cost be in order to break even?
a) $10
b) $12
c) $14
d) $16
e) $20
$12
9. Which of the following is an internal factor that affects pricing decisions in a company?
a) the nature of the market
b) the degree of inflation in the economy
c) the overall marketing strategy of the company
d) the forces of demand and supply in the m
the overall marketing strategy of the company
10. If demand hardly changes with a small change in price, the demand is ________.
a) variable
b) inelastic
c) highly elastic
d) derived
e) negative
inelastic
11. Buyers are less price sensitive when ________.
a) the product they are buying is of inferior quality
b) the product they are buying is low in prestige
c) substitute products are easy to find
d) the product they are buying is unique
e) the product they
the product they are buying is unique
12. There was a 35 percent increase in demand for a product after the seller decreased its price by 14 percent. Therefore, the price elasticity of demand is ________.
a) 0.25
b) 0.4
c) -2.5
d) 2.5
e) -25
-2.5
13. Price elasticity of demand is represented by ________ divided by ________.
a) percentage change in quantity demanded; percent change in price
b) percentage change in units supplied; percentage change in price
c) percentage change in price; percentage
percentage change in quantity demanded; percent change in price
14. Which of the following is true with regard to pure competition?
a) Under pure competition, no single buyer or seller has much effect on the going market price.
b) In a purely competitive market, marketing research is of utmost importance.
c) In a pure
under pure competition, no single buyer or seller has much effect on the going market price
15. 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 mod
monopolistic competition
16. Companies which 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
c) cost-plus pricing
d) inclusive pricing
market-penetration pricing
17. Whizz Corp. wishes to introduce a new hybrid car into mature markets in developed countries with the goal of gaining mass-market share quickly. Which of the following pricing strategies would help the firm meet its goal?
a) market-skimming pricing
b)
market-penetration pricing
18. Which of the following is true of product line pricing?
a) The price steps take cost differences between products in the line into account.
b) The pricing strategy cannot be availed of by companies in developed countries.
c) The price steps do not acc
the price steps take cost differences between products in the line into account
19. Which of the following companies uses product line pricing?
a) Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries
b) Mobile Point, which launched a range of cell phone models, each priced according to its featu
mobile point, while launched a range of cell phone models, each priced according to its features
20. Which of the following is true of optional product pricing?
a) It involves capitalizing on low value by-products.
b) It involves pricing accessory products sold with the main product
c) It is used to price a company's main product.
d) It involves sett
it involves pricing accessory products sold with the main product
21. 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 of the firm's models share the same specifications. What type of pricing doe
captive product pricing
22. 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
by-product
23. 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
product bundle pricing
24. Which of the following is a price adjustment strategy?
a) product bundle pricing
b) by-product pricing
c) product line pricing
d) optional product pricing
e) discount and allowance pricing
discount and allowance pricing
25. Which of the following price adjustment strategies offers a price reduction to buyers who pay their bills promptly?
a) cash discount
b) season discount
c) quantity discount
d) trade discount
e) functional discount
cash discount
26. 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
c) discount
d) tax credit
e) tax exemption
allowance
27. ________ 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
promotional
28. Which term refers to prices that buyers carry in their minds and check with when they look at a given product?
a) product line prices
b) reference prices
c) location-based prices
d) product-form prices
e) time-based prices
reference prices
29. What type of pricing is being used when a company temporarily prices its product below the list price to create buying excitement and urgency?
a) segmented pricing
b) international pricing
c) reference pricing
d) promotional pricing
e) basing-point pr
promotional pricing
30. The Internet offers ________, where the price can easily be adjusted to meet changes in demand.
a) captive pricing
b) dynamic pricing
c) basing-point pricing
d) price bundling
e) cost-plus pricing
dynamic pricing
31. Which of the following is true of FOB-origin pricing?
a) It is a strategy in which the company charges the same price plus freight to all customers.
b) It is a costly option for customers who are located near the company.
c) It charges all customers t
it is an expensive alternative for customers in distant locations
32. When a competitor cuts its price, a company should ________ if it believes it will not lose much market share or would lose too much profit by cutting its own prices.
a) reduce its production costs
b) reduce its marketing costs
c) maintain its current
maintain its current prices and profit margin
33. When sellers set prices after talking to competitors and engaging in collusion, they are involved in ________.
a) interstate commerce
b) comparative pricing
c) price fixing
d) skimming pricing
e) price bundling
price fixing
34. If a large retailer sold numerous items below cost with the intention of punishing small competitors and gaining higher long-run profits by putting those competitors out of business, the retailer would be guilty of ________.
a) price collusion
b) pric
predatory pricing
35. ________ occurs when a seller states price savings that are not actually available to consumers.
a) Comparative pricing
b) Scanner fraud
c) Deceptive pricing
d) Market skimming
e) Price collusion
deceptive pricing
36. Thinking Cap Corp. prices its various cap designs at different price levels, ranging from $2.05 to $5.95. This is an example of optional product pricing.
a) True
b) False
false
37. Consumers who have no past experience with a product are especially likely to judge it by its price.
a) True
b) False
true
38. In segmented pricing, the difference in prices is based on differences in costs.
a) True
b) False
false
39. A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.
a) product line
b) product delivery network
c) marketing channel
d) consumer base
e) resource ba
marketing channel
40. ________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.
a) Virtual banks
b) Intermediaries
c) Price consultants
d) Uniform-delivery networks
e) Upstream partners
price consultants
41. Lifebelt Insurance sells insurance only through its door-to-door salespeople. What type of marketing channel does Lifebelt use?
a) inclusive
b) multitiered
c) indirect
d) direct
e) selective
direct
42. Plasticine Palace supplies its products exclusively to Arts & Crafts, a chain of stationery stores across the country. The chain then makes the plasticine available to end-consumers. This is an example of ________.
a) a direct marketing channel
b) int
an indirect marketing channel
43. The greater the number of channel levels in a marketing channel, the ________.
a) less distance between producer and end-consumer
b) greater the channel complexity
c) less time it takes for products to reach end-consumers
d) greater the control produc
greater the channel complexity
44. Conflict which occurs among firms at the same level of the marketing channel is known as ________ conflict.
a) multitiered
b) horizontal
c) vertical
d) equilateral
e) exterior
horizontal
45. Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The Imperial Hotel was experiencing ________ conflict.
a) equilateral
b) vertic
horizontal
46. When KFC came into conflict with its franchisees over the brand's "Unthink KFC" repositioning, which emphasized grilled chicken over its traditional Kentucky fried chicken, KFC experienced ________ conflict.
a) equilateral
b) vertical
c) multitiered
d
vertical
47. Which of the following is true of conventional distribution channels?
a) Channel members have complete control over each other.
b) Channel members seek to maximize their own profits.
c) Channel conflict is governed by formal mechanisms.
d) Channel mem
channel members seek to maximize their own profits
48. A(n) ________ marketing system consists of producers, wholesalers, and retailers acting as a unified system.
a) horizontal
b) vertical
c) multitiered
d) communal
e) equilateral
vertical
49. Movie Giants offers DVD rentals through its Web site. It also offers DVD rentals via Star City stores. This is an example of a(n)________ distribution system.
a) conventional
b) inclusive
c) intensive
d) extensive
e) multichannel
multichannel
50. Which of the following is a disadvantage of adding new channels in a multichannel distribution system?
a) decreasing complexity of markets
b) decreasing control over the system
c) reducing opportunities for franchising
d) lowering sales and market cov
decreasing control over the system
51. ________ occurs when product or service producers cut out intermediaries and go directly to final buyers or when radically new types of channel intermediaries displace traditional ones.
a) Extensive distribution
b) Multichannelization
c) Disintermedia
disintermediation
52. The Bookworm began delivering books directly to customers through mail instead of selling through "brick-and-mortar" companies. This is an example of ________.
a) indirect marketing
b) disintermediation
c) franchising
d) exclusive distribution
e) inte
disintermediation
53. ________ distribution is a strategy in which producers of convenience products and raw materials stock their products in as many outlets as possible.
a) Direct
b) Intensive
c) Inclusive
d) Exclusive
e) Selective
intensive
54. Whitelight stocks its toothpastes in all convenience stores across the country. This is an example of ________ distribution.
a) exclusive
b) selective
c) hybrid
d) intensive
e) normal
intensive
55. With which of the following strategies would a company give only a limited number of dealers the right to distribute its products in their territories?
a) exclusive distribution
b) extensive distribution
c) moderate distribution
d) primary distributio
exclusive distribution
56. For which of the following would a company use an exclusive distribution strategy?
a) luxury cars
b) newspapers
c) chewing gum
d) dairy products
e) soft drinks
luxury cars
58. ________ management refers to the management of upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.
a) Cross
b) Supply chain
c) Price
d) Product cyc
supply chain
59. Which of the following is NOT a major logistics function?
a) inventory management
b) product designing
c) warehousing
d) transportation
e) packaging
product designing
60. Producers use intermediaries because they create greater efficiency in making goods available to target markets.
a) True
b) False
true
the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits or having or using the product or service
price
setting price based on buyers' perceptions of value rather than on the seller's cost
customer value-based pricing
offering just the right combination of quality and good service at a fair price
good-value pricing
attaching value-added features and services to differentiate a company's offers and charging higher prices
value-added pricing
setting prices based on the costs of producing, distributing, and selling the product plus a fair rate of return for effort and risk
cost-based pricing
costs that do not vary with production or sales level
fixed costs (overhead)
costs that vary directly with the level of production
variable costs
the sum of the fixed and variable costs for any given level of production
total costs
the drop in average per-unit production cost that comes with accumulated production experience
experience curve (learning curve)
adding a standard markup to the cost of the product
cost-plus pricing (markup pricing)
setting price to break even on the costs of making and marketing a product, or setting price to make a target return
break-even pricing (target return pricing)
setting prices based on competitors' strategies, prices, costs, and market offerings
competition-based pricing
pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met
target costing
a curve that shows the number of units the market will buy in a given time period, at different prices that might be changed
demand curve
a measure of the sensitivity of demand to changes in price
price elasticity
setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales
market-skimming pricing (price skimming)
setting a low price for a new product in order to attract a large number of buyers and a large market share
market-penetration pricing
setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitor's prices
product line pricing
the pricing of optional or accessory products along with a main product
optional-product pricing
setting a price for products that must be used alone with a main product, such as blades for a razor and games for a video game console
captive-product pricing
setting price for by-products in order to make the main product's price more competitive
by-product pricing
combining several products and offering the bundle at a reduced price
product bundle pricing
a straight reduction in price on purchases during a stated period of time or in larger quantities
discount
promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer's product in some way
allowance
selling a product or service at two or more prices, where the difference in prices is not based on differences in costs
segmented pricing
pricing that considers the psychology of prices and not simply the economics; the price is used to say something about the product
psychological pricing
prices that buyers carry in their minds and refer to when they look at a given product
reference prices
temporarily pricing products below the list price, and sometimes even below cost, to increase short-run sales
promotional pricing
setting prices for customers located in different parts of the country or world
geographical pricing
a geographical pricing strategy in which goods are placed free on board a carrier; the customer pays the freight from the factory to the destination
FOB-origin pricing
a geographical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location
uniform-delivered pricing
a geographical pricing strategy in which the company sets up two or more zones. All customers within a zone pay the same total price; the more distant the zone, the higher the price
zone pricing
a geographical pricing strategy in which the seller designates some city as a basing point and charges all customers the freight cost from that city to the customer
basing-point pricing
a geographical pricing strategy in which the seller absorbs all or part of the freight charges in order to get the desired business
freight-absorption pricing
adjusting prices continually to meet the characteristics and need of individual customers and situations
dynamic pricing
a network composed of the company, suppliers, distributors, and ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value
value delivery network
a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user
marketing channel (or distribution channel)
a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer
channel level
a marketing channel that has no intermediary levels
direct marketing channel
a marketing channel containing one or more intermediary levels
indirect marketing channel
disagreements among marketing channel members on goals, roles, and rewards - who should do what and for what rewards
channel conflict
a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, perhaps even at the expense of profits for the system as a whole
conventional distribution channel
a channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.
vertical marketing system (VMS)
a vertical marketing system that combines successive stages of production and distribution under single ownership - channel leadership is established through common ownership
corporate VMS
a vertical marketing system in which independent firms at different levels of production and distribution join together through contracts
contractual VMS
a contractual vertical marketing system in which a channel member, called a franchisor, links several stages in the production-distribution process
franchise organization
a vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties
administered VMS
a channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity
horizontal marketing system
a distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments
multichannel distribution system
the cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries
disintermediation
designing effective marketing channels by analyzing customer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives
marketing channel design
stocking the product in as many outlets as possible
intensive distribution
giving a limited number of dealers the exclusive right to distribute the company's products in their territories
exclusive distribution
the use of more than one but fewer than all of the intermediaries who are willing to carry the company's products
selective distribution
selecting, managing, and motivating individual channel members and evaluating their performance over time
marketing channel management
planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit
marketing logistics (physical distribution)
managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company. resellers, and final consumers
supply chain management
a large, highly automated warehouse designed to receive goods from various plants and supplies, take orders, fill them efficiently, and deliver goods to customers as quickly as possible
distribution center
combining two or more modes of transportation
intermodal transportation
the logistics concept that emphasizes teamwork - both inside the company and among all the marketing channel organizations - to maximize the performance of the entire distribution system
integrated logistics management
an independent logistics provider that performs any or all of the functions required to get a client's product to market
third-party logistics provider