科特勒市场营销第十章习题与答案

Chapter 10 Pricing Products: Understanding and Capturing Customer Value1) Which of the following i

Chapter10PricingProducts:UnderstandingandCapturingCustomerValue 1)Whichofthefollowingisanexternalfactorthataffectspricingdecisions? A)thesalariesofproductionmanagement B)competition C)thesalariesoffinancemanagement D)fundsexpensedtocleanproductionequipment E)A,B,andC Answer:B Diff:1PageRef:299 Skill:Concept Objective:10-4 2)Pricesettingisusuallydeterminedby________inlargecompanies. A)topmanagement B)divisionalmanagers C)productlinemanagers D)pricingdepartments E)bothBandC Answer:E Diff:2PageRef:300 Skill:Concept Objective:10-4 3)Inindustrialmarkets,________typicallyhasthefinalsayinsettingthepricingobjectivesand policiesofacompany. A)thesalesmanager B)topmanagement C)theproductionmanager D)thefinancemanager E)thepricingdepartment Answer:B Diff:2PageRef:300 Skill:Concept Objective:10-4 4)Consumerperceptionsoftheproduct'svaluesetthe________forprices. A)demandcurve B)floor C)ceiling D)variablecost E)image Answer:C Diff:2PageRef:291 Skill:Concept Objective:10-2