Trắc nghiệm Marketing dịch vụ Tiếng Anh online - Chương 5
Thời gian còn lại: --:--
Kết quả của bạn:
Bạn đã đúng:
Bạn đã sai:
Tổng số câu:
Câu 1:
Which pricing strategy is considered most appropriate for intangible services where value is difficult to quantify objectively?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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?
💡 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'?
💡 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?
💡 Lời giải chi tiết:
In high-involvement services, customers prioritize quality and expertise over price, so Customers are generally less price sensitive.
