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Trắc nghiệm Marketing dịch vụ Tiếng Anh
Trắc nghiệm Marketing dịch vụ Tiếng Anh online - Chương 5

Trắc nghiệm Marketing dịch vụ Tiếng Anh online - Chương 5

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Câu 1: Which pricing strategy is considered most appropriate for intangible services where value is difficult to quantify objectively?

A. Cost-plus pricing
B. Value-based pricing
C. Competitor-based pricing
D. Penetration pricing

💡 Lời giải chi tiết:

According to common marketing analysis, value-based pricing aligns the price with the perceived benefit delivered to the customer, making it the most appropriate for Value-based pricing.

Câu 2: What does the 'Revenue Management' strategy primarily aim to optimize in a service business?

A. Operational efficiency
B. Customer acquisition costs
C. Profitability from perishable inventory
D. Brand awareness metrics

💡 Lời giải chi tiết:

Revenue management is a demand-based pricing strategy that seeks to maximize profit by selling the right capacity to the right customer at the right time, specifically focusing on Profitability from perishable inventory.

Câu 3: Which of the following is a primary challenge when applying cost-based pricing to services?

A. High fixed asset depreciation
B. Difficulty in tracing variable costs to specific units
C. Excessive reliance on automated supply chains
D. Regulatory price ceilings

💡 Lời giải chi tiết:

Due to the heterogeneity and labor-intensive nature of services, Difficulty in tracing variable costs to specific units makes traditional cost-based pricing complex.

Câu 4: In service marketing, what does a 'Non-monetary price' represent?

A. Discount coupons provided to loyal customers
B. The time, effort, and search costs incurred by the consumer
C. The brand equity value of the service provider
D. The subscription fee for online platforms

💡 Lời giải chi tiết:

Non-monetary price includes all sacrifices made by the customer beyond money, such as the time, effort, and search costs incurred by the consumer.

Câu 5: Which strategy involves charging different prices to different segments for the same service to maximize capacity utilization?

A. Price discrimination
B. Uniform pricing
C. Skimming strategy
D. Cost-plus model

💡 Lời giải chi tiết:

To capture surplus from diverse customer segments, service providers often utilize Price discrimination.

Câu 6: What is the primary objective of 'Yield Management' in the hospitality industry?

A. Minimizing labor costs
B. Maximizing revenue from fixed capacity
C. Increasing market share by slashing prices
D. Reducing service variability

💡 Lời giải chi tiết:

Yield management is designed to adjust prices dynamically to match supply and demand, aimed at Maximizing revenue from fixed capacity.

Câu 7: When a service firm uses 'Efficiency pricing', what is the core focus?

A. Premium positioning
B. Low cost-low price delivery
C. High-margin customization
D. Competitor price matching

💡 Lời giải chi tiết:

Efficiency pricing focuses on reducing the cost of service production to enable a Low cost-low price delivery.

Câu 8: How does the 'Intangibility' of services impact the consumer's perception of price?

A. Price becomes the primary indicator of quality
B. Price is ignored in favor of physical evidence
C. Price variability becomes irrelevant
D. Price is always perceived as low

💡 Lời giải chi tiết:

Because consumers lack tangible cues to evaluate service quality, they often use Price becomes the primary indicator of quality.

Câu 9: What is 'Skimming Pricing' in a service context?

A. Setting prices low to gain market share quickly
B. Setting high initial prices for new or unique services
C. Matching the lowest competitor price
D. Offering services for free to induce trial

💡 Lời giải chi tiết:

Service providers use this strategy to target early adopters willing to pay a premium, characterized by Setting high initial prices for new or unique services.

Câu 10: Which factor most significantly limits a firm's ability to lower prices in the service industry?

A. High variable costs of human resources
B. Lack of digital marketing channels
C. Excessive advertising expenditure
D. Global competition

💡 Lời giải chi tiết:

Unlike manufacturing, services often require skilled labor that cannot be scaled down easily, resulting in High variable costs of human resources.

Câu 11: What is the function of a 'Price Fence' in service pricing?

A. To physically separate competitors
B. To segment customers based on willingness to pay
C. To hide pricing from competitors
D. To prevent service failure

💡 Lời giải chi tiết:

Price fences are conditions that prevent customers from accessing lower prices, serving To segment customers based on willingness to pay.

Câu 12: Why is 'Penetration Pricing' considered risky for high-end professional services?

A. It may signal low quality and damage brand reputation
B. It is illegal in many jurisdictions
C. It always leads to immediate bankruptcy
D. It increases the cost of service delivery

💡 Lời giải chi tiết:

In service contexts, price is a surrogate for quality, so a low price may signal low quality and damage brand reputation.

Câu 13: Which concept describes the psychological perception of a price change rather than the absolute value?

A. Economic threshold
B. Reference price
C. Operational cost
D. Supply ceiling

💡 Lời giải chi tiết:

Consumers compare actual prices against an internal standard known as the Reference price.

Câu 14: What is the main benefit of 'Subscription pricing' for a service business?

A. Ensures predictable and recurring revenue
B. Eliminates the need for customer service
C. Reduces the need for marketing activities
D. Automatically lowers operational costs

💡 Lời giải chi tiết:

Subscription models stabilize cash flow and deepen customer relationships by Ensuring predictable and recurring revenue.

Câu 15: When a firm uses 'Odd-pricing' (e.g., $99 instead of $100), what is the goal?

A. To increase the perceived value
B. To leverage psychological price thresholds
C. To reduce administrative costs
D. To match competitors exactly

💡 Lời giải chi tiết:

Odd-pricing is a psychological tactic that aims To leverage psychological price thresholds.

Câu 16: What characterizes 'Competitor-based pricing' in the service sector?

A. Focusing solely on production costs
B. Aligning prices with industry averages
C. Setting prices based on individual customer value
D. Charging the maximum possible price

💡 Lời giải chi tiết:

Competitor-based pricing is common in undifferentiated service markets, focusing on Aligning prices with industry averages.

Câu 17: Which type of cost is most challenging to allocate when setting prices for bundled services?

A. Fixed overheads
B. Direct material costs
C. Direct labor costs
D. Variable commission costs

💡 Lời giải chi tiết:

Bundling makes it difficult to determine the specific cost contribution of each element, especially when distributing Fixed overheads.

Câu 18: What does 'Dynamic Pricing' rely on in the online service environment?

A. Real-time demand and supply data
B. Fixed historical annual data
C. Competitor price lists from the previous year
D. Standardized government regulations

💡 Lời giải chi tiết:

Dynamic pricing algorithms adjust prices instantly based on Real-time demand and supply data.

Câu 19: Which factor makes the 'Price sensitivity' of service customers higher?

A. When the service is a unique necessity
B. When there are many easily accessible substitutes
C. When the brand has high social status
D. When the service is highly customized

💡 Lời giải chi tiết:

High competition increases consumer bargaining power, occurring When there are many easily accessible substitutes.

Câu 20: In professional services, why is hourly billing often debated?

A. It does not necessarily reflect the value provided to the client
B. It is always too expensive for small businesses
C. It is impossible to track accurately
D. It discourages high-quality work

💡 Lời giải chi tiết:

Critics argue that time spent is not a proxy for results, as It does not necessarily reflect the value provided to the client.

Câu 21: What is the primary purpose of 'Loss leader' pricing in services?

A. To drive traffic and upsell other profitable services
B. To exit the market as quickly as possible
C. To comply with tax laws
D. To maximize profit on the first transaction

💡 Lời giải chi tiết:

A loss leader is sold below cost To drive traffic and upsell other profitable services.

Câu 22: Which of these is a 'Price Fence' based on product characteristics?

A. Higher price for a premium room with a view
B. Lower price for students
C. Lower price for advance booking
D. Higher price for evening services

💡 Lời giải chi tiết:

Physical attributes or amenities are used to differentiate price tiers, such as a Higher price for a premium room with a view.

Câu 23: What happens if a firm ignores the 'Non-monetary costs' of its services?

A. They underestimate total customer sacrifice
B. They will achieve higher profit margins
C. They will reduce their operational expenses
D. They will improve their brand image

💡 Lời giải chi tiết:

Ignoring time, search, and psychological costs means They underestimate total customer sacrifice.

Câu 24: What is the main goal of 'Service Bundling'?

A. To increase the total transaction value
B. To decrease the quality of core services
C. To confuse customers regarding price
D. To make services more intangible

💡 Lời giải chi tiết:

Bundling multiple services together is a strategy To increase the total transaction value.

Câu 25: How does 'High involvement' in a service affect price sensitivity?

A. Customers are generally less price sensitive
B. Customers are generally more price sensitive
C. Price sensitivity becomes completely unpredictable
D. Price sensitivity is irrelevant

💡 Lời giải chi tiết:

In high-involvement services, customers prioritize quality and expertise over price, so Customers are generally less price sensitive.

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Kết quả của bạn:

Câu 1: Which pricing strategy is considered most appropriate for intangible services where value is difficult to quantify objectively?

Câu 2: What does the 'Revenue Management' strategy primarily aim to optimize in a service business?

Câu 3: Which of the following is a primary challenge when applying cost-based pricing to services?

Câu 4: In service marketing, what does a 'Non-monetary price' represent?

Câu 5: Which strategy involves charging different prices to different segments for the same service to maximize capacity utilization?

Câu 6: What is the primary objective of 'Yield Management' in the hospitality industry?

Câu 7: When a service firm uses 'Efficiency pricing', what is the core focus?

Câu 8: How does the 'Intangibility' of services impact the consumer's perception of price?

Câu 9: What is 'Skimming Pricing' in a service context?

Câu 10: Which factor most significantly limits a firm's ability to lower prices in the service industry?

Câu 11: What is the function of a 'Price Fence' in service pricing?

Câu 12: Why is 'Penetration Pricing' considered risky for high-end professional services?

Câu 13: Which concept describes the psychological perception of a price change rather than the absolute value?

Câu 14: What is the main benefit of 'Subscription pricing' for a service business?

Câu 15: When a firm uses 'Odd-pricing' (e.g., $99 instead of $100), what is the goal?

Câu 16: What characterizes 'Competitor-based pricing' in the service sector?

Câu 17: Which type of cost is most challenging to allocate when setting prices for bundled services?

Câu 18: What does 'Dynamic Pricing' rely on in the online service environment?

Câu 19: Which factor makes the 'Price sensitivity' of service customers higher?

Câu 20: In professional services, why is hourly billing often debated?

Câu 21: What is the primary purpose of 'Loss leader' pricing in services?

Câu 22: Which of these is a 'Price Fence' based on product characteristics?

Câu 23: What happens if a firm ignores the 'Non-monetary costs' of its services?

Câu 24: What is the main goal of 'Service Bundling'?

Câu 25: How does 'High involvement' in a service affect price sensitivity?

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