超星 - Homework for Ch11

单选题

Companies who believe that higher sales volume leads to lower unit costs and higher long-run profits are attempting to ________.

A. maximize their market share
B. skim the market
C. become a product-quality leader
D. merely survive in the market
E. maximize their current profits

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单选题

A market-penetration pricing strategy is most suitable when ________.

A. a low price slows down market growth
B. production and distribution costs fall with accumulated production experience
C. a high price dissuades potential competitors from entering the market
D. the market is characterized by inelastic demand
E. a low price encourages actual competition

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单选题

When Apple introduced its iPhone, it was priced at $599. This allowed Apple to earn the maximum amount of revenue from the various segments of the market. Two months after the introduction, the price had come down to $399. What kind of a pricing did Apple adopt?

A. loss-leader pricing
B. market-penetration pricing
C. market-skimming pricing
D. target-return pricing
E. value pricing

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单选题

Market skimming pricing makes sense under all the following conditions, EXCEPT if ________.

A. a sufficient number of buyers have a high current demand
B. the unit costs of producing a small volume are high enough to cancel the advantage of charging what the traffic will bear
C. the high initial price does not attract more competitors to the market
D. consumers are likely to delay buying the product until its price drops
E. the high price communicates the image of a superior product

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单选题

Starbucks, Aveda, and BMW have been able to position themselves within their categories by combining quality, luxury, and premium prices with an intensely loyal customer base. These companies are employing a ________ strategy.

A. market-skimming
B. market-penetration
C. survival
D. market share maximization
E. product-quality leadership

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单选题

The first step in estimating demand is to ________.

A. analyze competitors' cost
B. select a pricing method
C. understand what affects price sensitivity
D. calculate fixed costs
E. decipher the experience curve

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单选题

Consumers are less price sensitive when ________.

A. price is only a small part of the total cost spent on the product over its lifetime
B. they perceive the higher prices to be unjustified
C. they change their buying habits regularly
D. there are many substitutes and competitors in the market
E. they are buying high-cost items

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单选题