全球营销-基坎-第六版-第十一章题库-答案

Global Marketing, 6e (Keegan/Green) Chapter 11 Pricing Decisions

1) Price floor and price ceiling are two basic factors which determine the boundaries within which prices should be set. Answer: TRUE Diff: 1 Page Ref: 330- 331

2) Price can be used as a strategic variable to achieve specific goals, including ROI, profit, and rapid recovery of product development costs. Answer: TRUE Diff: 2 Page Ref: 332 AACSB: Analytic Skills

3) The market skimming pricing strategy is a part of a deliberate attempt to reach a market segment that is willing to pay a premium price for a particular brand or for a specialized or unique product. Answer: TRUE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking

4) \position.

Answer: FALSE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking

5) The skimming pricing strategy is appropriate in the mature phase of the product life cycle. Answer: FALSE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking

6) When Apple introduced iPhone in the United States in the summer of 2007 with a sale price of $ 599 it used skimming pricing strategy. Answer: TRUE Diff: 2 Page Ref: 332 AACSB: Reflective Thinking

7) Price can be used as a competitive weapon to gain or maintain market position. Answer: TRUE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking

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8) A market penetration pricing strategy calls for setting price levels that are high enough to quickly build market share. Answer: FALSE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking

9) Penetration prices often mean that the product may be sold at a loss for a certain period of time. Answer: TRUE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking

10) Sony used penetration pricing when it launched the Walkman personal stereo in 1979. Answer: TRUE Diff: 2 Page Ref: 333 AACSB: Reflective Thinking

11) Hewlett-Packard is the world's leading marketer of inkjet printers. H-P's printers are priced very low and margins are slim; by contrast, the company enjoys healthy margins on sales of replacement ink cartridges. This approach is sometimes known as \Answer: TRUE Diff: 2 Page Ref: 333-334 AACSB: Reflective Thinking

12) Toyota, Sony, Olympus, and Komatsu are some of the well-known Japanese companies that use target costing, a process which is also known as \Answer: TRUE Diff: 3 Page Ref: 334 AACSB: Reflective Thinking

13) Vodaphone, AT&T and other cellular service providers buy handsets at prices set by Motorola, Nokia, and other manufacturers, and then subsidize the cost by offering significant discounts. Answer: TRUE Diff: 2 Page Ref: 334 AACSB: Reflective Thinking

14) If the terms of trade for an export transaction specify \expenses incurred until the product is delivered to the importer/buyer's warehouse. Answer: FALSE Diff: 3 Page Ref: 338-339 AACSB: Reflective Thinking

15) To protect against possible losses from currency exchange rates, exporters add a charge known as \Answer: FALSE Diff: 2 Page Ref: 338-339 AACSB: Reflective Thinking

16) With a free on board (FOB) named port, the responsibility and liability of the seller ends at the docking point at the port.

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Answer: FALSE Diff: 2 Page Ref: 338 AACSB: Reflective Thinking

17) Currency fluctuations mean that companies doing business in global markets should regularly review prices and make adjustments when conditions dictate. Answer: FALSE Diff: 3 Page Ref: 340-341 AACSB: Reflective Thinking

18) Suppose the Japanese yen is weak in relation to the U.S. dollar. Japanese firms should be able to stress price benefits for products exported to the U.S. Answer: TRUE Diff: 2 Page Ref: 340-341 AACSB: Reflective Thinking

19) Suppose the Japanese yen is weak in relation to the U.S. dollar. Rather than stressing price benefits, Japanese companies exporting to the U.S. should emphasize quality improvements and after-sales service. Answer: FALSE Diff: 2 Page Ref: 340-341 AACSB: Analytic Skills

20) Within the Euro zone price transparency means that buyers will be able to comparison shop easily because goods are priced in euros as opposed to marks, francs, or lira. Answer: TRUE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking

21) When domestic currency is weak, it is advisable to speed repatriation of foreign-earned income and collections. Answer: TRUE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking

22) When domestic currency is strong, expenditures in the local (host country) should be minimized.

Answer: FALSE Diff: 2 Page Ref: 342 AACSB: Analytic Skills

23) When domestic currency is weak, it is advisable to bill foreign customers in the domestic currency.

Answer: FALSE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking

24) Improved price transparency in the Euro zone leads to greater price disparities. Answer: FALSE

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Diff: 2 Page Ref: 342 AACSB: Reflective Thinking

25) In countries where high inflation is the rule, companies should make price adjustments to maintain operating margins. Answer: TRUE Diff: 2 Page Ref: 344-345 AACSB: Reflective Thinking

26) Louis Vuitton executives raised prices in 2008 and sales continued to increase. Answer: TRUE Diff: 2 Page Ref: 361-362 AACSB: Reflective Thinking

27) Germany has traditionally severely restricted competition in a number of industries. Answer: TRUE Diff: 2 Page Ref: 346 AACSB: Reflective Thinking

28) The video piracy problem is not confined to emerging markets. In the United States, losses from piracy exceed $1 billion each year for the movie industry as a whole. Answer: TRUE Diff: 2 Page Ref: 346 AACSB: Reflective Thinking

29) In some instances, deregulation represents a quid pro quo that will allow German companies wider access to other country markets. Answer: TRUE Diff: 2 Page Ref: 346 AACSB: Reflective Thinking

30) The open-skies agreement between the United States and Germany would allow Lufthansa to fly more routes within the United States. Answer: TRUE Diff: 1 Page Ref: 346 AACSB: Reflective Thinking

31) In the United States, Levi Strauss & Company has to face competitive behavior since JCPenny and Sears are both aggressively marketing their own brands. Answer: TRUE Diff: 2 Page Ref: 347 AACSB: Reflective Thinking

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32) Marketers of domestically manufactured finished products may be forced to switch to offshore sourcing of certain components to keep costs and prices competitive. Answer: TRUE Diff: 2 Page Ref: 348 AACSB: Reflective Thinking

33) Dieter Zietsche, sales chief at Germany's Mercedes-Benz, once said that, in setting prices, \know what the customer wants, and he will have to pay for it.\ethnocentric pricing policy. Answer: TRUE Diff: 2 Page Ref: 348 AACSB: Reflective Thinking

34) When subsidiary country managers are given broad discretion to set prices in their markets, a polycentric pricing strategy is in evidence. Answer: TRUE Diff: 2 Page Ref: 348-349 AACSB: Reflective Thinking

35) In global marketing, there is no such thing as a \Answer: TRUE Diff: 2 Page Ref: 350 AACSB: Reflective Thinking

36) The terms \Answer: TRUE Diff: 2 Page Ref: 350-351 AACSB: Reflective Thinking

37) A global company that uses market skimming as a pricing strategy is likely to invite charges of \Answer: FALSE Diff: 2 Page Ref: 352-354 AACSB: Reflective Thinking

38) According to current GATT standards, governments cannot penalize foreign companies for dumping if the export price of a given product differs from the domestic price by less than 2 percent.

Answer: TRUE Diff: 2 Page Ref: 353 AACSB: Reflective Thinking

39) Transfer pricing is a term that applies to transactions between different divisions or units of the same company. Answer: TRUE Diff: 2 Page Ref: 354-355 AACSB: Reflective Thinking

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40) Lockheed and other military aircraft marketers are likely to face requests for offsets before closing a sale in the Middle East. Answer: TRUE Diff: 2 Page Ref: 357-358 AACSB: Reflective Thinking

41) Which pricing strategy would be most appropriate for a marketer of luxury designer brands? A) gray market B) skimming C) penetration D) market holding E) cost based Answer: B Diff: 2 Page Ref: 332 AACSB: Reflective Thinking

42) If the manufacturer of a sophisticated new consumer electronics product determines that many target consumers qualify as \curves, the company should use the ________ pricing strategy: A) gray market B) skimming C) penetration D) market holding E) cost based Answer: B Diff: 2 Page Ref: 332 AACSB: Reflective Thinking

43) Which pricing strategy did Sony use when launching the Walkman personal stereo? A) gray marketing B) skimming C) penetration D) market holding E) cost based Answer: C Diff: 2 Page Ref: 333 AACSB: Reflective Thinking

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44) In India, consumers do not like to be locked in to long-term contracts and Apple distributes its iPhone exclusively through stores operated by Airtel, an India carrier, and Vodaphone. This is an example of: A) gray market. B) price bundling. C) market skimming. D) razors and blades. E) cost-based. Answer: D Diff: 2 Page Ref: 333-334 AACSB: Reflective Thinking

45) Excelsior Corp. launches a new hand-held personal digital assistant (PDA) for busy corporate executives. The initial retail price is set at $699. One year later, in an effort to reach a broader market, the price is lowered to $299. Which of the following describes the pricing strategies used by Excelsior Corp?

A) skimming strategy followed by penetration strategy B) penetration strategy followed by cost based strategy C) penetration strategy followed by skimming strategy D) penetration strategy only E) skimming strategy only Answer: A Diff: 2 Page Ref: 332-334 AACSB: Reflective Thinking

46) A firm without much export experience uses the rigid cost-based pricing method. Which of the following considerations is the exporter ignoring?

A) Is the price competitive in view of local market conditions? B) Does the price reflect the product's quality?

C) Will authorities in export markets view the price as reasonable or exploitative? D) Does the price take antidumping laws into consideration? E) all of the above Answer: E Diff: 2 Page Ref: 335-337 AACSB: Reflective Thinking

47) Which pricing strategy has the advantage of being simple to calculate but the disadvantage of ignoring demand and competitive conditions? A) gray marketing B) skimming C) penetration D) market holding E) cost based Answer: E Diff: 2 Page Ref: 335-337 AACSB: Reflective Thinking

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48) Which of the following incoterms apply to all modes of transportation? A) ex-works B) FAS

C) delivered duty paid D) FOB

E) both A and C Answer: E Diff: 3 Page Ref: 338 AACSB: Reflective Thinking

49) A manufacturer attempting to set prices for its products in export markets must realize that CIF, VAT, and distributor markup all lead to: A) currency devaluations. B) dumping charges. C) market skimming. D) price escalation. E) market penetration. Answer: D Diff: 2 Page Ref: 338-339 AACSB: Reflective Thinking

50) If a distributor's margins are based on the \based on:

A) ex-works price. B) transportation costs. C) insurance costs. D) VAT.

E) all of the above Answer: E Diff: 2 Page Ref: 338-340 AACSB: Reflective Thinking

51) Which of the following does not contribute to price escalation in global marketing? A) shipping and insurance charges B) value added taxes (VAT)

C) different Incotherms as incentives D) duties and tariffs

E) fluctuating exchange rates Answer: C Diff: 2 Page Ref: 338-340 AACSB: Reflective Thinking

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52) In July 2001, the euro's value relative to the dollar was about

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