Trắc nghiệm Marketing căn bản Tiếng Anh có đáp án - Chương 7
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Câu 1:
Which of the following is the only element in the marketing mix that produces revenue rather than representing costs?
💡 Lời giải chi tiết:
According to Philip Kotler, price is the only marketing mix variable that generates income for the firm while others involve expenditures. Kết luận Lý giải Price
Câu 2:
What is the term for the amount of money charged for a product or service, or the sum of values customers exchange for the benefits of having or using it?
💡 Lời giải chi tiết:
Price is broadly defined as the total value that consumers exchange for the benefits of a product or service. Kết luận Lý giải Price
Câu 3:
In value-based pricing, which factor serves as the starting point for the pricing process?
💡 Lời giải chi tiết:
Value-based pricing uses buyers' perceptions of value as the key to pricing rather than the seller's cost. Kết luận Lý giải Customer perceptions of value
Câu 4:
Which pricing strategy involves setting prices based on the costs of producing, distributing, and selling the product plus a fair rate of return?
💡 Lời giải chi tiết:
Cost-based pricing is the practice of setting prices based on production costs plus a target profit margin. Kết luận Lý giải Cost-based pricing
Câu 5:
What does the 'price ceiling' represent in a marketing context?
💡 Lời giải chi tiết:
No demand exists above the price ceiling, which is determined by how much value customers perceive in the product. Kết luận Lý giải Consumer perceptions of the product's value
Câu 6:
What serves as the 'price floor', below which there are no profits for the company?
💡 Lời giải chi tiết:
Product costs set the floor for the price, as selling below this point results in a financial loss. Kết luận Lý giải Product costs
Câu 7:
Which pricing approach involves adding a standard markup to the cost of the product?
💡 Lời giải chi tiết:
Cost-plus pricing, or markup pricing, is the simplest method where a fixed percentage is added to the unit cost. Kết luận Lý giải Cost-plus pricing
Câu 8:
company starts with an ideal selling price based on customer value and then targets costs that will ensure the price is met. What is this strategy?
💡 Lời giải chi tiết:
Target costing reverses the usual process by first determining the ideal price and then managing costs to achieve it. Kết luận Lý giải Target costing
Câu 9:
If demand hardly changes with a small change in price, the demand is said to be:
💡 Lời giải chi tiết:
Inelastic demand occurs when the quantity demanded is relatively unresponsive to price fluctuations. Kết luận Lý giải Inelastic
Câu 10:
Which strategy sets a high initial price for a new product to 'skim' maximum revenues from segments willing to pay the high price?
💡 Lời giải chi tiết:
Market-skimming pricing aims to capture high-value customers before lowering prices for other segments later. Kết luận Lý giải Market-skimming pricing
Câu 11:
company launches a new product at a low price to attract a large number of buyers and a large market share. This is called:
💡 Lời giải chi tiết:
Market-penetration pricing sets a low initial price to penetrate the market deeply and quickly. Kết luận Lý giải Market-penetration pricing
Câu 12:
What is the pricing strategy where companies set price steps between various products in a product line based on cost differences and customer evaluations?
💡 Lời giải chi tiết:
Product line pricing involves establishing different price levels for products within a category based on their features and value. Kết luận Lý giải Product line pricing
Câu 13:
Pricing accessories or optional products along with a main product is known as:
💡 Lời giải chi tiết:
Optional-product pricing involves offering to sell optional or accessory items alongside the main product. Kết luận Lý giải Optional-product pricing
Câu 14:
What pricing strategy is used when a company sets a low price for a main product but high prices for supplies required to use it, like razor blades or printer ink?
💡 Lời giải chi tiết:
Captive-product pricing involves setting a price for products that must be used together with a main product. Kết luận Lý giải Captive-product pricing
Câu 15:
When a company combines several products and offers the set at a reduced price, it is using:
💡 Lời giải chi tiết:
Product bundle pricing encourages customers to buy more items by offering a package deal at a lower total price. Kết luận Lý giải Product bundle pricing
Câu 16:
price reduction offered to buyers who pay their bills promptly is a:
💡 Lời giải chi tiết:
A cash discount is a price reduction to buyers who pay their bills within a specified period. Kết luận Lý giải Cash discount
Câu 17:
Selling a product at different prices, even though the difference in prices is not based on differences in costs, is called:
💡 Lời giải chi tiết:
Segmented pricing allows companies to adjust prices for different customers, locations, or product versions regardless of cost. Kết luận Lý giải Segmented pricing
Câu 18:
When a seller considers the psychology of prices and not simply the economics, such as charging 9.99 USD instead of 10.00 USD, they are using:
💡 Lời giải chi tiết:
Psychological pricing uses price as a signal of quality or to appeal to consumers' subconscious perceptions. Kết luận Lý giải Psychological pricing
Câu 19:
Prices that buyers carry in their minds and refer to when they look at a given product are known as:
💡 Lời giải chi tiết:
Reference prices are the benchmarks consumers use to judge whether a price is fair or a good deal. Kết luận Lý giải Reference prices
Câu 20:
Which type of pricing involves adjusting prices continually to meet the characteristics and needs of individual customers and situations?
💡 Lời giải chi tiết:
Dynamic pricing, often used in online retail and airlines, fluctuates based on real-time supply and demand. Kết luận Lý giải Dynamic pricing
Câu 21:
FOB-origin pricing means that the goods are placed free on board a carrier, and then:
💡 Lời giải chi tiết:
In FOB-origin pricing, the title and responsibility pass to the customer at the point of shipment. Kết luận Lý giải The customer pays the freight from the factory to the destination
Câu 22:
What is the illegal practice where sellers set prices in collaboration with competitors?
💡 Lời giải chi tiết:
Price-fixing is an agreement among competitors to maintain prices at a certain level, which violates antitrust laws. Kết luận Lý giải Price-fixing
Câu 23:
Selling below cost with the intention of punishing a competitor or gaining higher long-run profits by putting competitors out of business is called:
💡 Lời giải chi tiết:
Predatory pricing is an aggressive strategy used to drive competitors out of the market, which is illegal in many jurisdictions. Kết luận Lý giải Predatory pricing
Câu 24:
If a company has high fixed costs and low variable costs, what is the likely impact on their pricing strategy?
💡 Lời giải chi tiết:
High fixed costs often lead firms to pursue high volume through lower prices to achieve a lower average cost per unit. Kết luận Lý giải They will likely use penetration pricing to gain high volume
Câu 25:
The drop in the average cost with accumulated production experience is called the:
💡 Lời giải chi tiết:
The experience curve (or learning curve) shows that production costs decline as a company gains more experience. Kết luận Lý giải Experience curve
