美国营销管理最新测试试题第12章

Principles of Marketing, 16e (Kotler)Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1) ________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.A) PositioningB) Mass customizationC) Market targetingD) Market segmentationE) DifferentiationAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy2) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.A) Mass customizationB) Market targetingC) Market segmentationD) DifferentiationE) PositioningAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy3) ________ involves actually distinguishing the firm's market offering to create superior customer value.A) Mass customizationB) DifferentiationC) Market segmentationD) DiversifyingE) TargetingAnswer: BSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.A) occasion segmentingB) local marketingC) market diversificationD) market targetingE) product positioningAnswer: DAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate5) ________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.A) Mass customizationB) PositioningC) SegmentationD) DifferentiationE) TargetingAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy6) Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.Answer: FALSESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy7) The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.Answer: TRUESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy8) What is differentiation?Answer: Differentiation refers to differentiating the market offering to create superior customer value.Skill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy9) Explain the four major steps in designing a customer-driven marketing strategy.Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments.The second step is market targeting: evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.The third step is differentiation: actually differentiating the firm's market offering to create a superior customer value.Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers. AACSB: Application of knowledge; Written and oral communicationSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate10) ________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.A) Benefit segmentationB) Geographic segmentationC) Demographic segmentationD) Psychographic segmentationE) Occasion segmentationAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy11) "Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.A) geographic segmentationB) product diversificationC) brandingD) psychographic segmentationE) demographic segmentationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate12) ________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.A) GeographicB) BenefitC) OccasionD) PsychographicE) DemographicAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy13) Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?A) geographic segmentationB) benefit segmentationC) occasion segmentationD) demographic segmentationE) psychographic segmentationAnswer: DAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate14) A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, allegingthat the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________.A) cause marketingB) stereotypingC) niche marketingD) scapegoatingE) positioningAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate15) ________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.A) BehavioralB) GenderC) BenefitD) OccasionE) GeographicAnswer: BSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy16) Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.A) genderB) incomeC) occasionD) benefitE) geographicAnswer: BAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate17) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.A) BenefitB) OccasionC) GeographicD) DemographicE) PsychographicAnswer: ESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy18) Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.A) demographic segmentationB) geographic segmentationC) benefit segmentationD) psychographic segmentationE) occasion segmentationAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate19) ________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A) BehavioralB) PsychographicC) Age and life cycleD) GenderE) GeographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy20) ________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.A) GenderB) PsychographicC) OccasionD) GeographicE) IncomeAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy21) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?A) gender segmentationB) psychographic segmentationC) occasion segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate22) ________ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it.A) Gender segmentationB) Psychographic segmentationC) Benefit segmentationD) Geographic segmentationE) Age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy23) Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?A) gender segmentationB) income segmentationC) benefit segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate24) Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?A) user statusB) usage ratesC) gender statusD) income statusE) loyalty statusAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy25) In the context of behavioral segmentation, who among the following is a potential user?A) Anita, who recently had a babyB) Peter, who recently changed his jobC) Mary, who enrolled as a graduate student in a university last yearD) Gina, who opened a dental clinic in Orange CountyE) Raj, who is planning a trip to Hawaii with friendsAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate26) In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.A) benefits soughtB) loyalty statusC) usage rateD) user statusE) occasionAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy27) A recent study conducted by Estelle Cosmetics Company showed that heavy users ofEstelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is an example of ________.A) benefit segmentationB) segmentation by loyalty statusC) segmentation by usage rateD) psychographic segmentationE) occasion segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate28) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.A) user statusB) degree of loyaltyC) incomeD) geographic locationE) benefit-seeking attitudesAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy29) Which of the following is true about behavioral segmentation on the basis of the loyalty variable?A) Consumers tend to pay more for products that are targeted at their respective age group or generation.B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not.D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.Answer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate30) Which of the following is true about multivariable segmentation systems?A) Marketers using multiple segmentation bases tend to ignore smaller markets.B) Marketers often use multiple segmentation bases to control inflation.C) Multiple segmentation rarely involves the use of demographic data.D) Multiple segmentation is ineffective in large markets.E) Multiple segmentation bases help identify smaller, better-defined target groups.Answer: EAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate31) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets?A) operating characteristicsB) loyalty statusC) usage rateD) geographic locationE) benefits soughtAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy32) ________ segmentation assumes that nations close to one another will have many common traits and behaviors.A) GeographicB) OccasionC) PsychographicD) BenefitE) DemographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate33) Double Drill Inc. segments its foreign markets by per capita income. This firm segments the international markets based on ________.A) political factorsB) legal factorsC) geographic locationD) economic factorsE) cultural factorsAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy34) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of ________ segmentation.A) demographicB) psychographicC) geographicD) occasionE) benefitAnswer: CAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate35) Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________.A) geographic locationB) economic factorsC) cultural factorsD) political factorsE) socio-cultural factorsAnswer: DAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate36) Which of the following refers to a cultural factor in the context of segmenting international markets?A) receptivity of foreign firmsB) economic development of the countryC) population income levelsD) stability of the governmentE) values and attitudesAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate37) Using ________ segmentation, marketers form segments of consumers who have similar needs and buying behaviors even though they are located in different countries.A) psychographicB) demographicC) occasionD) benefitE) intermarketAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy38) Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.A) incomeB) age-groupC) occasionD) benefitE) cross-marketAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate39) Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. Which of the following market segmentation is evident here?A) income segmentationB) psychographic segmentationC) gender segmentationD) intermarket segmentationE) occasion segmentationAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate40) An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.A) occasionB) geographicC) incomeD) benefitE) psychographicAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate41) Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation.A) intermarketB) loyaltyC) life-cycleD) incomeE) psychographicAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate42) Papillon, a popular retailer of chic women's clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market.A) geographicB) psychographicC) benefitD) age and life-cycleE) occasionAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate43) When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A) measurableB) profitableC) substantialD) actionableE) competitiveAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy44) A market segment that is large enough or profitable enough to serve is ________.A) measurableB) accessibleC) substantialD) profitableE) differentiableAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy45) When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.A) accessibleB) measurableC) competitiveD) actionableE) differentiableAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy46) Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey's Burgers is practicing ________ segmentation.A) benefitB) age and life-cycleC) psychographicD) geographicE) genderAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate47) ________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.A) ComplexB) MeasurableC) CompetitiveD) DifferentiableE) HomogeneousAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy48) Market segments that can be effectively reached and served are ________.A) measurableB) accessibleC) substantialD) actionableE) profitableAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy49) Different soft drinks target different personalities. This is an example of ________ segmentation.A) psychographicB) demographicC) occasionD) life-cycleE) benefitsAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: ModerateRefer to the scenario below to answer the following question(s).Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until Simon Yoder recognized Ruben's talent. Simon immediately ordered 250 pens and pencils of various styles to be displayed in his shop's showcase. Within three months, the wooden pencils were a hit with all students! Ruben Delgado had never thought of marketing his talent, but Simon's enthusiasm and the recent sales were enough to change his mind.With limited resources, Ruben contacted three additional specialty shops within 100 miles that were situated near schools. He explained his manufacturing processes and engraving options to each. All three shop owners placed a trial order. Within two months, just prior to the holiday season, each shop owner placed an additional order. Ruben was ecstatic! "I figured business would slow down after that," Ruben stated, "but in February I was contacted by Elmore Distributors. At that point, I had to make a huge decision about how far I wanted to go with this business."Elmore Distributors provides products for school fundraisers in a seven-state area. Ruben was offered a two-year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer and, along with it, the responsibility to produce thousands of wooden pens and pencils. "I had to get a grip on the magnitude of this project," Ruben added. He decided to place his major focus on the large contract with Elmore. However, to avoid placinghis total emphasis with one customer, Ruben continued nurturing his four previously established accounts without targeting any additional customers."At this point, I had set up an assembly line in a rented building," Ruben explained. "I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials." Ruben paused. "But I can't take the Elmore project for granted. It might not always be there. I'll have to have a good alternate plan if that day comes."50) In the scenario, Ruben has segmented his market based on ________.A) geographyB) benefits soughtC) occasionD) degree of loyaltyE) demographicsAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy51) Geographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. Answer: FALSEAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy52) Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy53) Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy54) Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy55) Benefit segmentation requires finding the major benefits people look for in a product class,the kinds of people who look for each benefit, and the major brands that deliver each benefit. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy56) When segmenting by user status, markets are segmented into light, medium, and heavy product users.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy57) When segmenting by usage rate, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.。

文档只包含考试单元的试题：chapter1、2、3、5、6、7、8、9、10、11、12、14 Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value for customers.B) Marketing is managing profitable customer relationships.C) Selling and advertising are synonymous with marketing.D) Marketing involves satisfying customers' needs.E) Marketing is used by for-profit and not-for-profit organizations.2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?A) maintaining its brand shareB) fostering customers' emotional connections with their productC) advertising their product's benefitsD) comparing the effectiveness of their product to other brandsE) incorporating consumer-generated marketing in the marketing mix3) According to management guru Peter Drucker, "The aim of marketing is to________."A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) sell products4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.A) SellingB) AdvertisingC) BarteringD) MarketingE) Negotiating5) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships?A) the first two onlyB) the first three onlyC) the first four onlyD) the last three onlyE) the last four only6) When marketers set low expectations for a market offering, the biggest risk they run is ________.A) disappointing loyal customersB) decreasing customer satisfactionC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target market7) ________ is the act of obtaining a desired object from someone by offering something in return.A) A value propositionB) ExchangeC) BriberyD) Value creationE) Donation8) A(n) ________ is the set of actual and potential buyers of a product.A) marketB) audienceC) groupD) segmentE) exchange9) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) exchangeB) marketingC) managementD) productionE) customer relationship management10) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?A) All customers will be delighted.B) Customer-perceived value will increase.C) Customer evangelists will become unpaid salespersons for the service or product.D) Not all customers will be satisfied.E) The company will need to follow up with a demarketing campaign.11) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.A) customer-drivenB) customer-drivingC) societalD) productionE) product12) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.A) short-run costs and profitsB) short-run ethicsC) long-run welfareD) immediate healthE) value propositions13) Which concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?A) marketingB) sellingC) productD) societal marketingE) equity15) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needs15) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effort60) The final step in the marketing process is ________.A) capturing value from customersB) creating customer loyaltyC) creating customer lifetime valueD) understanding the marketplaceE) designing a customer-driven marketing strategy16) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area. Stew Leonard's concern is an illustration of which of the following?A) share of customerB) market shareC) profitabilityD) customer lifetime valueE) market share maintenance17) Advertising Age, a magazine for advertising professionals, recently gave its Ad Agency of the Year award to ________.A) the consumerB) on-line marketersC) Frito-LayD) Coca-ColaE) YouTube18) Which of the following is an example of consumer-generated marketing?A) Toyota's presence in online communitiesB) Nike's Nike Plus running Web siteC) MasterCard's use of "Priceless" commercials shot by customersD) Neiman Marcus's InCircle Rewards program for its best customersE) The Lexus Covenant aimed at creating customer delight19) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.A) customer lifetime valueB) share of customerC) total customer spendingD) customer satisfactionE) customer ownership20) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms?A) Marketers want to increase their market share.B) Marketers want to increase the share they get of the customer's purchasing in their product categories.C) Marketers want to increase the profit margin with this target market.D) Marketers want to continuously increase their customers' levels of satisfaction.E) Marketers want to turn satisfied customers into delighted customers.21) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty?A) barnaclesB) strangersC) butterfliesD) true friendsE) big fish22) Which of the following statements about the Internet is most accurate?A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike.B) After the dot-com meltdown of 2000, fewer consumers are buying products and/or services online.C) The Internet makes it easy for consumers to view, interact with, and create marketing content.D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining.E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.23) Which of the following is currently the fastest-growing form of marketing?A) consumer-generated marketingB) online marketingC) mass media marketingD) social marketingE) word-of-mouth marketing24) Today almost every company, small and large, is affected in some way by which of the following?A) the societal marketing conceptB) not-for-profit marketingC) global competitionD) customer-generated marketingE) caring capitalism25) Governmental agencies are becoming more involved in marketing as the years pass. When a local government advertises keeping the area's streams and water supply cleaner, it is involved in ________.A) green marketingB) social marketing campaignsC) demarketingD) environmental marketingE) partnership marketing26) Fast Food, Inc. views marketing as the science and art of finding, retaining, and growing profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.27) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.28) For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management.29) The marketing mix includes production, price, promotion, and packaging; this is known as the four Ps of marketing.30) Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.Chapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?A) long-range planningB) short-range planningC) media planningD) strategic planningE) annual planning2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.A) mission planningB) values planningC) strategic planningD) business-portfolio planningE) operations planning3) Which of the following is the first step in strategic planning?A) set objectives and goalsB) develop the business portfolioC) define the company missionD) plan marketing strategiesE) identify threats and weaknesses4) Which of the following is NOT a step in the strategic planning process?A) defining the company missionB) setting company objectives and goalsC) designing the business portfolioD) planning marketing and other functional strategiesE) evaluating all members of the value chain5) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?A) objectives and goalsB) a mission statementC) a business portfolioD) marketing and functional strategiesE) operational strategies6) After management has identified the key businesses making up its company, what is the next step in portfolio analysis?A) identifying businesses in which to investB) assessing the attractiveness of its SBUsC) deciding whether to harvest any businessesD) completing short-range planningE) identifying SBUs7) The best known product portfolio planning method was developed by ________.A) the Boston Consulting GroupB) Philip KotlerC) Harvard UniversityD) the SRI Consulting FirmE) James P. Hess8) Most portfolio analysis methods evaluate SBUs on two dimensions, namely________ and ________.A) market share; strength of the SBU's positionB) market diversification; relative market shareC) market or industry attractiveness; strength of the SBU's positionD) market growth rates; profitsE) market penetration; market development9) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.A) relative market shareB) market developmentC) market penetrationD) market growth rateE) market segmentation10) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.A) relative market shareB) market developmentC) market diversificationD) market growth rateE) market segmentation11) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.A) market developmentB) product developmentC) business portfolioD) value chainE) value delivery network12) Jack Welch, CEO at General Electric, said that "Companies can't give job security, only ________ can."A) developmentB) growthC) good strategyD) customersE) efficiency13) Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.A) business portfolioB) low-cost operatorC) product mixD) value delivery networkE) value chain14) Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?A) priceB) a consistent product mixC) the value delivery networkD) marketing strategyE) differentiation15) Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix.A) Sales goalsB) Customer value and relationshipsC) Company objectivesD) Customer retention ratesE) Competitors16) Which of the four Ps describes the goods-and-services combination the company offers to the target market?A) priceB) promotionC) productD) placeE) package17) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________.A) productB) priceC) promotionD) placeE) position18) Today the four Ps are compared to the four Cs. Product and place are called________ and ________, respectively.A) convenience; customer solutionB) customer cost; convenienceC) communication; customer solutionD) customer solution; convenienceE) communication; convenience19) In the marketing management functions, an SWOT analysis should ________ a marketing plan.A) precedeB) coincide withC) followD) evaluateE) take priority over20) In a basic SWOT analysis the "T" stands for ________.A) timingB) trustC) threatsD) tradeE) tangible21) The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.A) market managementB) geographicC) product managementD) verticalE) functional22) An increasingly large number of firms are changing their organizational focus from ________ to ________.A) product management; functional managementB) product management; geographic managementC) brand management; customer managementD) geographic management; functional managementE) global management; regional management23) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.A) marketing controlB) strategic controlC) operating controlD) developmental controlE) efficiency24) The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________.A) evaluating goals; measuring performanceB) achieving goals; measuring performanceC) taking corrective action; measuring performanceD) measuring performance; taking corrective actionE) taking corrective action; following up25) Which of the following is NOT a step in the marketing control process?A) setting goalsB) measuring performanceC) taking corrective actionD) defining the missionE) evaluating the causes of gaps between expected and actual performance26) Mission statements should be realistic and general in nature.27) ABC Fortunes has just developed a formal statement of its purpose. This firm has put together a mission statement.28) Mission statements should both emphasize the company's strengths in the marketplace and be motivating.29) At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented business definition.30) "At Nike, we sell shoes" is a market-oriented business definition.Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?A) the macroenvironmentB) the microenvironmentC) the marketing environmentD) the demographic environmentE) the global environment2) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?A) the marketing environmentB) the cultural environmentC) strategic planningD) target marketsE) the marketing mix3) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environment4) Which of the following is NOT a type of factor in a company's macroenvironment?A) demographicB) economicC) technologicalD) competitiveE) political5) All of the groups within a company are called the ________.A) cultureB) diversityC) internal environmentD) climateE) range6) Which type of market buys goods and services to produce public services or to transfer them to others who need them?A) governmentB) resellerC) wholesaleD) consumerE) retail7) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?A) businessB) resellerC) wholesaleD) consumerE) retail8) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?A) demographicB) psychographicC) economicD) geographicE) cultural9) The three largest generational groups in America are the baby boomers, Generation Xers, and ________.A) seniorsB) MillennialsC) teensD) tweensE) toddlers10) As a group, ________ are the most affluent Americans.A) baby boomersB) Generation XersC) the MillennialsD) echo boomersE) seniors11) "Dreams don't retire" is the theme of a(n) ________ marketing campaign aimed at baby boomers.A) financial servicesB) anti-aging productsC) travel and entertainmentD) fitness productsE) technological products12) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent.A) 35B) 40C) 43D) 46E) 5913) Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family?A) working women making up a smaller percentage of the workforceB) the falling percentage of married couples with childrenC) dual-income families declining in numberD) stay-at-home dads declining in numberE) the declining reliance on convenience foods and services14) Over the past two decades, the U.S. population has shifted most heavily toward the ________ states.A) MidwesternB) NorthernC) SunbeltD) SoutheasternE) Northeastern15) Which of the following geographical areas has NOT seen a recent population increase?A) micropolitan areasB) suburbsC) the WestD) the NortheastE) the South16) Which of the following American government agencies is charged with setting and enforcing pollution standards?A) the Environmental Protection Agency (EPA)B) the Federal Trade Commission (FTC)C) the Food and Drug Administration (FDA)D) the Consumer Product Safety CommissionE) the Federal Energy Regulatory Commission17) Which of the following has encouraged marketers to pursue environmentally sustainable strategies?A) the EPAB) the black marketC) the green movementD) deregulationE) green intervention18) Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?A) The time between new product ideas and their introduction to the market has decreased.B) Spending on research and development has decreased.C) Research costs for companies have grown.D) More companies have failed to meet safety standards.E) Companies are more focused on making practical, affordable versions of products.19) Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.A) socio-legalB) culturalC) politicalD) legal-technologicalE) economic20) Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation.A) privateB) maximumC) intermittentD) at least someE) no21) When the marketing manager Suzie Kwan discusses factors and forces outside marketing, such as political that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.22) The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.23) The macroenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, customer markets, competitors, and publics.24) Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller.25) Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies.26) Today's successful marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than asfull-fledged partners.27) Consumer organizations such as environmental and minority groups that may questions a company's marketing decisions are referred to as local publics.28) A company markets wild and crazy games for teens to play at parties. This company's customer market is a business market.29) The demographic environment is of major interest to marketers because it involves people, and people make up markets.30) The single most important demographic trend in the United States that marketers should understand is the changing family structure.Chapter 5 Consumer Markets and Consumer Buyer Behavior1) ________ is never simple, yet understanding it is the essential task of marketing management.A) Brand personalityB) Consumption pioneeringC) Early adoptionD) Consumer buying behaviorE) Understanding the difference between primary and secondary data2) The consumer market is made up of which of the following?A) individuals who acquire goods or services for personal consumptionB) households that purchase goods or services for personal consumptionC) businesses that purchase goods and servicesD) A and BE) all of the above3) Economic, technological, and cultural forces are all ________ in thestimulus-response model of buyer behavior.A) buyer responsesB) stimuliC) components of the buyer's decision processD) buyer characteristicsE) buying attitudes4) ________ is(are) the most basic cause of a person's wants and behavior.A) CultureB) Brand personalityC) Cognitive dissonanceD) Societal factorsE) Selective perception5) Marketers are always trying to spot ________ in order to discover new products that might be wanted.A) lifestylesB) cultural shiftsC) groupsD) dissonanceE) attitudes6) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.A) alternative evaluationsB) cognitive dissonancesC) subculturesD) motivesE) attitudes7) Which of the following best explains why a rush of marketers now participate in established online social networks?A) Social networking has been proven to be more effective than traditiona l marketing.B) Social networks allow companies to have greater control over brand-related content than other media do.C) Members of social networking sites are unlikely to tune out personalized advertising messages.D) Companies have found their own social networks to be unsuccessful.E) Consumers are more likely to view to peer-to-peer communication as credible.8) The ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.A) familyB) social classC) membership groupD) subcultureE) reference group9) When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will undertake ________.A) habitual buying behaviorB) complex buying behaviorC) reflective buying behaviorD) habitual buying behaviorE) variety-seeking buying behavior10) Which of the following typically occurs with habitual buying behavior?A) There is high consumer involvement.B) There is strong brand loyalty.C) Consumers search extensively for information.D) Ad repetition creates brand conviction.E) none of the above11) When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.A) complex buying behaviorB) dissonance-reducing buying behaviorC) habitual buying behaviorD) variety-seeking buying behaviorE) brand conviction buying behavior12) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.A) need recognitionB) cognitive dissonanceC) purchase decisionsD) legitimizationE) dissatisfaction13) Consumers learn about new products for the first time and make the decision to buy them during the ________.A) need recognition stageB) adoption processC) evaluation processD) trial processE) quality assessment14) Which of the following is NOT one of the stages that customers go through in the process of learning about and making decisions about a new product or service?A) awarenessB) interestC) evaluationD) cultureE) trial15) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________.A) selective distortionB) selective attitudeC) selective interpretationD) selective attentionE) perceptual defense16) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________.A) selective distortionB) selective attitudeC) selective retentionD) selective attentionE) perceptual defense17) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision.A) information searchB) situational analysisC) alternative evaluationD) purchase decisionE) postpurchase behavior18) Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong?A) innovatorB) early adopterC) early majorityD) late majorityE) laggards19) The starting point of understanding how consumers respond to various marketing efforts is called the marketing stimulus model of buyer behavior.20) Subcultures are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.21) Younger consumers are better off financially than mature consumers. They are the ideal market for travel, restaurants, high-tech home entertainment products, and convenient services.22) Social class is based on shared value systems and common life experiences and situations.。

1.解释下列概念：答：市场营销：市场营销是创造、传播、传递和交换对顾客、客户、合作伙伴乃至整个社会有价值的产品和服务的一系列活动、机制和过程。

国际市场营销：国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动。

国际贸易：国际贸易是指国家之间进行的有形商品、无形商品及服务的交换活动。

多国营销：当企业进入国际市场营销后，为了适应各国市场不同的需求而实行多国市场营销战略，即企业为每一个国家制定一种营销战略，以适应每个不同条件的国家的需要。

全球营销：企业营销在全球范围全面展开—利用全球资源，包括资本、技术、管理、人力资源，为全球顾客服务。

出口营销：目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。

营销战略观念：指导企业开展国际营销活动的观念、态度、思维方式和商业哲学。

即研究某企业以何种观念和态度来处理国际营销活动中所涉及的国外顾客、企业本身及社会各方面的利益问题。

2.企业走向国际市场的主要动因是什么？我国企业走向国际市场的动因有哪些特殊性？答：一、国内市场需求饱和及市场竞争激烈。

二、国际市场的吸引力。

三、政府鼓励与支持企业出口政策。

四、科学技术发展为企业跨国经营提供物质前提。

我国企业走向国际市场的动因是：一、国内市场竞争激烈。

二、获取国外先进科学技术及先进的管理技术。

三、利用两种资源与两个市场获取国外低成本的生产资源及引进外资。

四、在国际市场营销活动中，我国具有一些优势行业和产业。

3.什么是国际市场营销？国际营销同国内营销有何联系与区别？答：国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动。

国际市场营销和国内营销的联系在于：国际市场营销学的基本原理和方法同基础市场营销学无多大差异。

许多指导国内企业营销的原理和方法，诸如市场营销调研、消费者行为分析、选择目标市场、营销组合策略、营销战略计划、营销管理等，均可以用来指导国际市场营销活动。

Chapter 12 Pricing Strategies2. A company sets not a single price, but rather a _____ that covers different items in its line that change over time as products move through their life cycles.a. pricing rangeb. pricing structurec. pricing loopd. pricing cycle (b; Moderate)4. Valeo Fashions has just introduced a new line of fashion dresses for teens. They will enter the market initially at high prices in a _____ pricing strategy.a. market-penetrationb. market-skimmingc. competitive marketd. psychological (b; Moderate)5. Which of the following does not support a market-skimming policy for a new product?a. The product’s quality and image must support its higher price.b. Enough buyers must want the products at that price.c. Competitors should not be able to undercut the high price.d. Competitors should be allowed to enter the market easily. (d; Challenging)7. All of the following conditions support market-penetration pricing except one.a. The market must be highly price sensitive.b. Production and distribution costs must fall as sales volume increase.c. The product’s quality and image must support the price.d. The low p (c; Challenging)10. A marketer must be familiar with the five major product mix pricing situations. Which of the following is not one of them?a. product line pricingb. optional-product pricingc. captive-product pricingd. unbundled product pricing (d; Moderate)12. When Circuit Town Electronics sets their televisions at three price levels of $699, $899, and $1099, it is using _____.a. price pointsb. tier-level pricingc. market-penetration pricingd. none of the above (a; Easy)13. When using price points, the seller must establish perceived ______ that support the price differences.a. nonprice competitionb. quality differencesc. service levels associated with eachd. all of the above (b; Challenging)15. When Kodak sets the general price range of its cameras low and its related filmhigh it is practicing _____.a. market-penetration pricingb. market-skimming pricingc. product line pricingd. captive-product pricing (d; Challenging)17. When amusement parks and movie theaters charge admission plus fees for food andother attractions, they are following a(n) _____ pricing strategy.a. by-productb. optional-productc. captive-productd. skimming (c; Challenging)22. Upon what is product bundle pricing based? Sellers can combine several products and offer the bundle _____.a. as a working unitb. at a reduced pricec. as a complete self-service packaged. any of the above (b; Moderate)29. Walsh Supply Company wants to improve its cash situation, reduce bad debts, and reduce credit-collection costs. Management might consider this form of pricing.a. by-productb. inflation-adjustedc. discount and allowanced. captive-product (c; Challenging)31. Why do companies offer functional discounts to channel members? It is because they _____.a. perform certain marketing functionsb. perform certain jobs that save them moneyc. function better as resellersd. none of the above (a; Moderate)36. By definition, this type of pricing is used when a firm sells a product or service at two or more prices, even though the difference in prices is not based on differences in cost.a. segmented pricingb. variable pricingc. flexible pricingd. cost-plus pricing (a; Moderate)37. The New Age Art Gallery has three admission prices for students, adults, and seniors. All three groups are entitled to the same services. This form of pricing is called _____.a. time pricingb. location pricingc. customer-segmented pricingd. revenue management pricing (c; Challenging)42. Which of the following conditions should exist for segmented pricing to be an effective strategy?a. The market must be segmentable.b. The segments must show different degrees of demand.c. Competitors can’t undersell in the segment being charged the higher price.d. All of the above (d; Challenging)51. Although it actually does not reduce the price of an item, some manufacturers offerone of these to “reduce the consumer’s price.”a. longer warrantiesb. free maintenancec. low-interest financingd. all of the above (d; Moderate)52. Promotional pricing can have adverse effects. Which of these is not one of them?a. create deal-prone customersb. erode the brand’s value in the eyes of customersc. give pricing secrets away to competitorsd. become addicting to both the customer and business (c; Challenging)58. Meldanado Equipment Company charges all customers within a given geographical area a single total price—the more distant the area, the higher the price. What is it called?a. geographicalb. zonec. uniform-deliveredd. FOB-origin (b; Moderate)61. Freight-absorption pricing is used for _____ and _____.a. market penetration; higher profitsb. holding on to increasingly competitive markets; higher profitsc. market penetration; holding on to increasingly competitive marketsd. generating temporary hig her profits; discouraging competitors (c; Moderate)76. Competitors are most likely to react to a price change when _____.a. the number of firms involved is smallb. the purchase is uniformc. the buyers are well informedd. all of the above (d; Moderate)83. When a firm improves the quality and increases the price of a product in a reactionto a competitor making a price reduction, the firm in essence is _____.a. moving its brand into a more competitive positionb. adversely positioning its productc. moving its brand into a higher-priced positiond. wasting its time (c; Challenging)86. Price-fixing, predatory pricing, retail price maintenance, discriminatory pricing, anddeceptive pricing are examples of _____.a. common pricing policiesb. major public policy issues in pricingc. common pricing strategiesd. pricing policies that should never be used (b; Moderate)90. A manufacturer cannot require dealers to charge a specified retail price for itsproduct. If it does, then it is guilty of _____.a. price fixingb. retail price maintenancec. price discriminationd. price collusion (b; Moderate)Essay123. Companies bringing out a new product can choose between two broad strategies: market-skimming pricing and market-penetration pricing. Distinguish between the two.Market-skimming is used to skim revenues layer by layer from the market by entering the market with high initial prices. The product’s quality and image must support its higher price, and enough buyers must want the product at that price. The costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. Competitors should not be able to enter the market easily and undercut the high price.Market-penetration is used to penetrate the market quickly and deeply to attract a large number of buyers quickly and win a large market share by setting a low price initially when it enters the market. The market must be highly price sensitive so that a low price produces more market growth. Production and distribution costs mustfall as sales volume increases. The low price must help keep out competition and be maintained over time.(Moderate; p. 302-303)124. Which pricing mix strategy should be used in relation to salable scrap materials and how does it function?By using by-product pricing, a manufacturer will seek a market for these scraps orby-products and should accept any price that covers more than the cost of storing and delivering them. This practice allows the seller to reduce the main product’s price to make it more competitive.(Easy; p. 305)125. Why do businesses use cash discounts when they are in essence losing some money on the sale?Such discounts are customary in many industries and help to improve the sellers’cash situation and reduce bad debts and credit-collection costs.(Easy; p. 306)126. When would price cuts and price increases be necessary?Price cuts may be necessary when there is excess capacity. Another reason is that market share may be falling in the face of strong price competition. A company may also cut prices in a drive to dominate the market through lower costs.A major factor in price increases is cost inflation. Rising costs squeeze profit margins and lead companies to pass cost increases along to customers. Another factor leading to price increases is overdemand. When a company cannot supply allits customers’ needs, it can raise its prices, ration products to customers, or both. (Challenging; p. 311-312)127. When are competitors most likely to react to price changes? How can a firmanticipate the likely reactions of its competitors?Competitors are most likely to react when the number of firms involved is small, when the product is uniform, and when the buyers are well informed.If the firm faces one large competitor, and if the competitor tends to react in a setway to price changes, that reaction can be easily anticipated. But if the competitortreats each price change as a fresh challenge and reacts according to itsself-interest,t he company will have to figure out just what makes up the competitor’s self- interest at the time.(Moderate; p. 313)128. Do states regulate pricing activities when the federal government does not? The answer is yes. The most important pieces of federal legislation affecting pricesare the Sherman, Clayton, and Robinson-Patman Acts, initially adopted to curb theformation of monopolies and to regulate business practices that might unfairly restrain trade. Because these statutes can be applied only to interstate commerce, some states have adopted similar provisions for companies that operate locally. Examples include pricing within channel levels and pricing across channel levels. (Moderate; p. 314-316)129. What is a typical federal government reaction to price fixing?Price fixing is illegal per se—that is, the government does not accept any excuses for price fixing. Companies found guilty of such practices can receive heavy fines and sanctions.(Easy; p. 315)130. Explain the factors involved in setting international pricing.In some cases, a company can set a uniform worldwide price. However, most companies adjust their prices to reflect local market conditions and cost considerations. A firm must consider economic conditions, competitive situations,laws and regulations, and development of the wholesaling and retailing system. Consumer perceptions and preferences also may vary from country to country, calling for different prices. The company may have different marketing objectivesin various world markets. Costs play an important role in setting international prices. Management must prepare for price escalation that may result from the differences in selling strategies or market conditions. The additional costs of product modifications, shipping and insurance, import tariffs and taxes, exchange-rate fluctuations, and physical distributions must all be factored into the “price.” (Challenging; p. 310-311)。