超星 - Homework for Ch11

单选题

The decline in the average cost of production with accumulated production experience is called the ________.

A. demand curve
B. supply chain
C. learning curve
D. value chain
E. indifference curve

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单选题

Which of the following is the most elementary pricing method?

A. value pricing
B. going-rate pricing
C. markup pricing
D. target-return pricing
E. perceived-value pricing

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单选题

Despite its weaknesses, markup pricing remains popular for which of the following reasons?

A. Sellers can determine demand much more easily than they can estimate costs.
By tying the price to cost, the pricing task becomes more sophisticated.
C. When all firms in the industry use markup pricing, price competition flourishes.
D. Sellers take advantage of buyers when the latter's demand becomes acute.
E. Many people feel that cost-plus pricing is fairer to both buyers and sellers.

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单选题

A manufacturer has invested $750,000 in a new product and wants to set a price to earn a 15 percent ROI. The cost per unit is $18 and the company expects to sell 50,000 units in the first year. Calculate the company's target-return price for this product.

A. 18.10
B. 18.23
C. 20.25
D. 20.70
E. 25.50

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单选题

An umbrella manufacturing company's fixed costs are $275,000. The variable cost per unit is $5 and each umbrella is sold at $10. How many units should the firm sell in order to break even? （10x=275000+5x）

A. 1819.00
B. 5500.00
C. 18000.00
D. 27500.00
E. 55000.00

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单选题

________ pricing takes into account a host of inputs, such as the buyer's image of the product performance, the channel deliverables, the warranty quality, customer support, and attributes such as the supplier's reputation, trustworthiness, and esteem.

A. Perceived-value
B. Value
C. Going-rate
D. Auction-type
E. Markup

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单选题

The key to perceived-value pricing is to ________.

A. reengineer the company's operations
B. deliver more unique value than competitors
C. adopt subtle marketing tactics compared to competitors
D. deliver more value but at a lower cost
E. invest heavily in advertising in order to convey superior value

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单选题

________ pricing is a matter of reengineering the company's operations to become a low-cost producer without sacrificing quality.

A. Value
B. Going-rate
C. Auction-type
D. Markup
E. Perceived-value

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单选题

Matt's retail store offers all products at $2 less than its competitors. The store never runs promotional campaigns or offers special discounts. Matt's retail store is following a(n) ________ pricing policy.

A. auction-type
B. target-plus
C. everyday low
D. high-low
E. going-rate

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单选题

Everyday low pricing is most suitable if ________.

A. consumers are willing to perform activities such as clip coupons to avail of discounts
B. consumers tend to associate price with quality
C. customers are insensitive to changes in price
D. the cost of conducting frequent sales and promotions is high
E. consumers have sufficient time to find the best prices

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