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Principles of Marketing, 15e (Kotler/Armstrong)

Chapter 11 Pricing Strategies: Additional Considerations


1) Companies set not a single price, but a pricing ________ which covers different items in its
line and changes over time as products move through their life cycles.
A) by-product
B) structure
C) loop
D) cycle
E) bundle
Answer: B
Page Ref: 313
Skill: Concept
Objective: 11-1
Difficulty: Easy
2) Companies facing the challenge of setting prices for the first time can choose between two
broad strategies: market-penetration pricing and ________.
A) comparative pricing
B) competitive pricing
C) market-skimming pricing
D) market-segmentation pricing
E) cost-plus pricing
Answer: C
Page Ref: 314
Skill: Concept
Objective: 11-1
Difficulty: Easy
3) A market-skimming pricing strategy should NOT be used for a new product when ________.
A) the product's quality and image support its higher price
B) enough buyers want the products at that price
C) competitors are unable to enter the market
D) competitors can undercut prices easily
E) producing a smaller number of goods is feasible
Answer: D
Page Ref: 314
Skill: Concept
Objective: 11-1
Difficulty: Easy

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4) When a company sets a high price for a new product with the intention of reducing the price in
the future, it is using the ________ pricing strategy.
A) market-skimming
B) cost-plus
C) market-segmentation
D) market-penetration
E) competitive
Answer: A
Page Ref: 314
Skill: Concept
Objective: 11-1
Difficulty: Easy
5) Midnight Magic, a perfume manufacturing company, plans to release a new fragrance during
the holiday season at $99 per bottle. The company intends to bring the price down to $49 within
six months of its release to attract buyers who couldn't afford the initial price. Which of the
following pricing strategies is Midnight Magic using?
A) market-penetration pricing
B) market-skimming pricing
C) competitive pricing
D) cost-plus pricing
E) product-line pricing
Answer: B
Page Ref: 314
Skill: Application
Objective: 11-1
Difficulty: Moderate
6) Which of the following is true of price skimming?
A) It is effective in situations in which competitors are able to undercut prices easily.
B) It can be profitably used when the product's quality and image support its price.
C) It involves underpricing products so that companies make larger sales.
D) It is ineffective in situations in which competitors are unable to enter the market easily.
E) It leads to a situation in which the company makes more, though less profitable, sales.
Answer: B
Page Ref: 314
Skill: Concept
Objective: 11-1
Difficulty: Moderate

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7) Companies which set a low price for a new product in order to attract a large number of
buyers and a large market share are using the ________ strategy.
A) market-skimming pricing
B) market-penetration pricing
C) cost-plus pricing
D) inclusive pricing
E) exclusive pricing
Answer: B
Page Ref: 315
Skill: Concept
Objective: 11-1
Difficulty: Easy
8) A market-penetration pricing policy should LEAST likely be used for a new product when
________.
A) the market is highly price sensitive
B) production and distribution costs fall as sales volume increases
C) the product's quality and image support a high price
D) a high price helps keep out the competition
E) there are few or no competitors in the market
Answer: C
Page Ref: 315
Skill: Concept
Objective: 11-1
Difficulty: Moderate
9) Which of the following is true of market-penetration pricing?
A) It should be used when the product's quality and image support a high price.
B) It involves setting a high price for a new product to appeal to the elite in society.
C) It results in drawing in large numbers of buyers quickly, winning a large market share.
D) It is best used in conjunction with a market-skimming pricing strategy.
E) It results in the company making fewer and less profitable sales.
Answer: C
Page Ref: 315
Skill: Concept
Objective: 11-1
Difficulty: Moderate

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10) In a bid to attract more customers in a market which has several competitors, Barrymore's
Bakery slashed the prices of all its products by 50%. Managers at the firm reasoned that lower
prices would draw in even more customers, making up for the reduction in price several times
over. Which of the following pricing strategies are they using?
A) market-skimming pricing
B) market-penetration pricing
C) captive-product pricing
D) cash discount pricing
E) by-product pricing
Answer: B
Page Ref: 314
Skill: Application
Objective: 11-1
Difficulty: Hard
11) Whizz Corp. wishes to introduce a new hybrid car into mature markets in developed
countries with the goal of gaining mass-market share quickly. Which of the following pricing
strategies would help the firm meet its goal?
A) market-skimming pricing
B) market-penetration pricing
C) market-segmentation pricing
D) cost-plus pricing
E) captive-product pricing
Answer: B
Page Ref: 314-315
Skill: Application
Objective: 11-1
Difficulty: Hard
12) Electrowhip, a company that manufacturers blenders and electric whisks, has decided to use
a market-penetration pricing strategy. Which of the following, if true, proves their decision to be
a wise one?
A) Electrowhip's competitors utilize social media for marketing their products.
B) Electrowhip sells products whose image and quality support high prices.
C) Electrowhip operates in a market with many competitors.
D) Electrowhip does not operate in a price sensitive market.
E) Electrowhip's products are intended to appeal to the elite in society.
Answer: C
Page Ref: 315
AACSB: Reflective Thinking Skills
Skill: Application
Objective: 11-1
Difficulty: Hard

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13) Which of the following product mix pricing strategies involves setting prices across an entire
product range based on cost differences between the products, customer evaluations of different
features, and competitors' prices?
A) by-product pricing
B) product bundle pricing
C) optional product pricing
D) captive product pricing
E) product line pricing
Answer: E
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Easy
14) Tone Zone plans to introduce four mp3 player models over the next year. These models range
from basic players at $99 per unit, to more sophisticated players at $399 per unit. The more
features a model has, the more expensive it is. What pricing strategy is Tone Zone using for its
range of mp3 players?
A) product line pricing
B) product bundle pricing
C) captive product pricing
D) by-product pricing
E) optional product pricing
Answer: A
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Moderate
15) Which of the following is true of product line pricing?
A) The price steps take cost differences between products in the line into account.
B) The pricing strategy cannot be availed of by companies in developed countries.
C) The price steps do not account for the prices of similar products from competitors.
D) The pricing strategy involves overpricing products so that they appeal to the elite.
E) The customer's perception of the value of different features is considered irrelevant.
Answer: A
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Moderate

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16) Which of the following companies uses product line pricing?


A) Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries
B) Mobile Point, which launched a range of cell phone models, each priced according to its
features
C) Penguin's Parlor, which offers customers a 20% discount on their birthdays and certain
holidays
D) Green Thumb, which gives away free watering cans with the purchase of certain potted plants
E) Panizza, whose combo meals are priced lower than the individual components sold together
Answer: B
AACSB: Analytic Skills
Skill: Application
Objective: 11-2
Difficulty: Hard
17) Which of the following product mix pricing strategies involves pricing additional/accessory
products sold along with the main product?
A) inclusive product pricing
B) exclusive product pricing
C) by-product pricing
D) product bundle pricing
E) optional product pricing
Answer: E
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Easy
18) Which of the following is true of optional product pricing?
A) It involves capitalizing on low value by-products.
B) It involves pricing accessory products sold with the main product
C) It is used to price a company's main product.
D) It involves setting geographically-specific prices.
E) It is used to price products that must be used with the company's main product.
Answer: B
Page Ref: 316
Skill: Concept
Objective: 11-2
Difficulty: Moderate

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19) Which of the following product mix pricing strategies involves pricing products that must or
can only be used with the main product?
A) by-product pricing
B) product bundle pricing
C) captive product pricing
D) product line pricing
E) optional product pricing
Answer: C
Page Ref: 316
Skill: Concept
Objective: 11-2
Difficulty: Easy
20) Multiprint, a printer manufacturing firm, sells ink cartridges for each of its specific models.
Only Multiprint cartridges are compatible with Multiprint printers, and no two of the firm's
models share the same specifications. What type of pricing does Multiprint use?
A) product line pricing
B) optional product pricing
C) captive product pricing
D) by-product pricing
E) product bundle pricing
Answer: C
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Hard
21) Which of the following product mix pricing strategies did Polaroid use when it set the
general price range of its cameras low and the markup on its film high?
A) product-segmented pricing
B) by-product pricing
C) customer-segmented pricing
D) captive product pricing
E) product bundling pricing
Answer: D
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Hard

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22) In the case of services, captive product pricing is called ________ pricing.
A) by-product
B) optional product
C) two-part
D) bundle
E) segmented
Answer: C
Page Ref: 316
Skill: Concept
Objective: 11-2
Difficulty: Easy
23) Which of the following companies uses captive product pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own expensive batteries
B) Tune Zone, which launched a range of mp3 player models, each priced according to its
features
C) Penguin's Parlor, which offers customers a 20% discount on their birthdays
D) Sportsprint, which prices sports equipment according to customer evaluations
E) Burger Den, whose combo meals are priced lower than its individual components sold
together
Answer: A
Skill: Application
Objective: 11-2
Difficulty: Hard
24) When amusement parks charge customers for admission and later for food and beverages,
they are following a ________ pricing strategy.
A) by-product
B) product line
C) two-part
D) skimming
E) penetration
Answer: C
Page Ref: 316
Skill: Concept
Objective: 11-2
Difficulty: Moderate

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25) Cellpoint uses two-part pricing for its long-distance call charges. Because this is a service,
the price is broken into a fixed fee plus a(n) ________ rate.
A) fixed usage
B) variable usage
C) standard usage
D) market usage
E) optional usage
Answer: B
Page Ref: 316
Skill: Concept
Objective: 11-2
Difficulty: Moderate
26) Using ________ pricing, companies are able to turn their trash into cash, allowing them to
make the price of their main product more competitive.
A) product bundle
B) optional product
C) captive product
D) by-product
E) product line
Answer: D
Page Ref: 316, 318
Skill: Concept
Objective: 11-2
Difficulty: Easy
27) Which of the following product mix pricing strategies involves pricing multiple products to
be sold together?
A) product line pricing
B) product bundle pricing
C) optional product pricing
D) by-product pricing
E) captive product pricing
Answer: B
Page Ref: 318
Skill: Concept
Objective: 11-2
Difficulty: Easy

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28) Which of the following is true of product bundle pricing?


A) It promotes the sale of products that consumers might not otherwise buy.
B) It is used to set prices across an entire product range based on customer evaluations.
C) It forces customers to buy product parts that are only compatible with the main product.
D) It results in companies making fewerthough more profitablesales.
E) It involves pricing the main product low and setting high markups on the supplies.
Answer: A
Page Ref: 319
Skill: Concept
Objective: 11-2
Difficulty: Moderate
29) Which of the following companies uses product bundle pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own, expensive, batteries
B) Tune Zone, which launched a range of mp3 player models, each priced according to its
features
C) Penguin's Parlor, which offers customers a 20% discount on their birthdays
D) Green Thumb, which gives away free watering cans with the purchase of certain potted plants
E) Panizza, whose combo meals are priced lower than its individual components sold together
Answer: E
Skill: Application
Objective: 11-2
Difficulty: Hard
30) Which of the following is a price adjustment strategy?
A) product bundle pricing
B) by-product pricing
C) product line pricing
D) optional product pricing
E) discount and allowance pricing
Answer: E
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
31) Which of the following price adjustment strategies involves reducing prices to reward
customer responses such as volume purchases, paying early, or promoting the product promptly?
A) product bundle pricing
B) captive product pricing
C) product line pricing
D) dynamic pricing
E) discount and allowance pricing
Answer: E
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
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32) A(n) ________ is a straight reduction in price on purchases during a stated period of time or
of larger quantities.
A) allowance
B) free sample
C) discount
D) tax credit
E) intromit
Answer: C
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
33) Solar Tanning Salon prices tanning sessions at $25 per visit. It also offers seasonal passes for
$175 which permit the customer to visit the salon multiple times in a year. This is an example of
a(n) ________.
A) sample
B) promotional allowance
C) product bundle
D) discount
E) product line
Answer: D
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
34) Which of the following price adjustment strategies offers a price reduction to buyers who pay
their bills promptly?
A) cash discount
B) season discount
C) quantity discount
D) trade discount
E) functional discount
Answer: A
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy

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35) Leicestershire Renovations has a history of problems with customers who do not pay their
bills on time. Leicestershire Renovations wants to improve its cash situation, reduce bad debts,
and reduce credit-collection costs. Which of the following forms of pricing would most likely
help the firm achieve its goal?
A) by-product pricing
B) zone pricing
C) cash discounts
D) product bundling
E) quantity discounts
Answer: C
Page Ref: 319
Skill: Application
Objective: 11-3
Difficulty: Hard
36) A quantity discount is a price reduction for buyers who ________.
A) buy merchandise out of season
B) buy merchandise in bulk
C) pay their bills on time
D) buy discontinued products
E) return old items while buying new ones
Answer: B
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
37) A seller offers a ________ to trade-channel members who perform certain functions, such as
selling, storing, and record keeping.
A) functional discount
B) storage allowance
C) cash discount
D) promotional allowance
E) quantity discount
Answer: A
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy

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38) The discount offered by Glamor Gifts to customers who bought Valentine-themed
merchandise the week following Valentines Day is an example of a ________.
A) functional discount
B) seasonal discount
C) trade discount
D) cash discount
E) time-based discount
Answer: B
Page Ref: 319
Skill: Application
Objective: 11-3
Difficulty: Hard
39) A(n) ________ refers to promotional money paid by manufacturers to retailers in return for
an agreement to feature the manufacturer's products in some way.
A) allowance
B) sample
C) discount
D) tax credit
E) tax exemption
Answer: A
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
40) ________ allowances are price reductions given for turning in an old item when buying a
new one.
A) Promotional
B) Trade-in
C) Depreciation
D) Segmented
E) Functional
Answer: B
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy

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41) Trade-in allowances are most commonly used in the ________ industry.
A) real estate
B) automobile
C) dairy products
D) financial services
E) health care
Answer: B
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
42) Shoe Trends, a company that manufactures formal shoes for men and women, offers to give
its customers $10 for an old pair of shoes when they buy a new pair. In essence, they're reducing
the price of the new shoes by $10. What is this type of price adjustment called?
A) functional discount
B) captive product pricing
C) seasonal discount
D) trade-in allowance
E) by-product pricing
Answer: D
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
43) ________ allowances are payments or price reductions that reward dealers for participating
in advertising and sales support programs.
A) Promotional
B) Trade-in
C) Segmented
D) Functional
E) Dynamic
Answer: A
Skill: Concept
Objective: 11-3
Difficulty: Easy

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44) In return for participating in Honda advertising and sales support programs, Honda
dealerships are rewarded with payments or price reductions, which are known as ________.
A) seasonal discounts
B) functional allowances
C) cash discounts
D) promotional allowances
E) trade-in allowances
Answer: D
Page Ref: 319
Skill: Application
Objective: 11-3
Difficulty: Moderate
45) By definition, ________ is used when a firm sells a product or service at two or more prices,
even though the difference in price is not based on differences in cost.
A) segmented pricing
B) variable pricing
C) flexible pricing
D) cost-plus pricing
E) reference pricing
Answer: A
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
46) The New Age Gallery has three admission prices for students, adults, and seniors, even
though all three groups are entitled to the same services. This form of pricing is called ________.
A) psychological pricing
B) product-form pricing
C) customer-segmented pricing
D) captive product pricing
E) by-product pricing
Answer: C
Page Ref: 320
Skill: Application
Objective: 11-3
Difficulty: Moderate

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47) Under ________, different versions of the product are priced differently but not according to
differences in their costs.
A) product-form pricing
B) optional product pricing
C) captive product pricing
D) by-product pricing
E) seasonal pricing
Answer: A
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
48) Sparkling Valley, a luxury resort, prices cottages facing the lake higher than cottages that do
not, even though the cottages and services offered are identical in every other aspect. This form
of pricing is called ________.
A) location-based pricing
B) time-based pricing
C) by-product pricing
D) seasonal pricing
E) captive product pricing
Answer: A
Page Ref: 320
Skill: Application
Objective: 11-3
Difficulty: Hard
49) When theaters vary their seat prices because of audience preferences for seats in coveted
rows, they use ________.
A) customer-segment pricing
B) location-based pricing
C) time-based pricing
D) product line pricing
E) captive product pricing
Answer: B
Page Ref: 320
Skill: Application
Objective: 11-3
Difficulty: Hard

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50) When a firm varies its price by the season, it is using ________.
A) product-form pricing
B) customer-segment pricing
C) location-based pricing
D) time-based pricing
E) value-added pricing
Answer: D
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
51) Segmented pricing is only effective when ________.
A) the segments show similar degrees of demand
B) the cost of segmenting does not exceed the revenue obtained from the price difference
C) the segmented prices do not reflect real differences in customers' perceived value
D) the customers of different socio-economic classes are treated according to their rank
E) companies make their services and products accessible exclusively to wealthy patrons
Answer: B
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Moderate
52) Which of the following is a price adjustment strategy that considers how a customer's
perception of a product is influenced by its price?
A) captive product pricing
B) psychological pricing
C) by-product pricing
D) promotional pricing
E) international pricing
Answer: B
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Moderate
53) Consumers are less likely to use price to judge the quality of a product when they ________.
A) have never tried the product before
B) have little knowledge of the brand
C) have experience with the product
D) are shopping for luxury items
E) cannot physically examine the product
Answer: C
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Moderate
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54) Which term refers to prices that buyers carry in their minds and check with when they look at
a given product?
A) product line prices
B) reference prices
C) location-based prices
D) product-form prices
E) time-based prices
Answer: B
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
55) ________ are formed by noting current prices, remembering past prices, or assessing the
buying situation.
A) Product line prices
B) Seasonal prices
C) Reference prices
D) Time-based prices
E) Product bundle prices
Answer: C
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
56) La Belle released a a cut glass bottle of perfume at $299 per item, even though its major
competitor prices its signature scent at $99 per item. La Belle reasons that customers in search of
luxury goods will prefer its product because they are likelier to believe that high price indicates
superior quality. What price adjustment strategy is evident in its reasoning?
A) seasonal pricing
B) time-based pricing
C) captive product pricing
D) psychological pricing
E) location-based pricing
Answer: D
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Hard

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57) A supermarket places its store brand of blackberry jam priced at $5 per jar in the fruit
preserves aisle, alongside the jam jars of a better known brandwhose products are priced at $8
apiece. Store managers reason that customers are more likely to choose the store brand instead of
the better known brand when they realize the price difference. What price adjustment strategy is
evident in the supermarket's reasoning?
A) by-product pricing
B) product bundle pricing
C) captive product pricing
D) psychological pricing
E) seasonal pricing
Answer: D
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Hard
58) What type of pricing is being used when a company temporarily prices its product below the
list price or even below cost to create buying excitement and urgency?
A) segmented pricing
B) international pricing
C) reference pricing
D) promotional pricing
E) basing-point pricing
Answer: D
Page Ref: 321
Skill: Concept
Objective: 11-3
Difficulty: Easy
59) Hearth & Home, a store which sells household products, has announced a one-week sale on
its new carpet line. This is an example of ________.
A) promotional pricing
B) seasonal pricing
C) by-product pricing
D) product bundle pricing
E) time-based pricing
Answer: A
Page Ref: 321
Skill: Application
Objective: 11-3
Difficulty: Hard

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60) Which of the following is true of promotional pricing?


A) It leads to 'deal-prone' customers who buy products only during sales.
B) It fortifies the brand's image in the eyes of customers if relied upon extensively.
C) It simplifies shopping for customers if used simultaneously by multiple stores.
D) It makes balancing short-term sales incentives against long-term brand building unnecessary.
E) It is extremely beneficial for the brand's profitability if practiced repeatedly.
Answer: A
Page Ref: 321
Skill: Concept
Objective: 11-3
Difficulty: Easy
61) Low-interest financing and longer warranties are both examples of ________.
A) segmented pricing
B) promotional pricing
C) product bundling pricing
D) captive product pricing
E) product-form pricing
Answer: B
Page Ref: 321
Skill: Concept
Objective: 11-3
Difficulty: Easy
62) Which of the following is an adverse effect of using promotional pricing?
A) It makes shopping stressful if used by multiple stores simultaneously.
B) It erodes the value of competing brands in the eyes of customers.
C) It gives pricing secrets away to competitors.
D) It creates "deal-immune" customers if used often.
E) It delays the company's focus on short-term strategies.
Answer: A
Page Ref: 321
AACSB: Analytic Skills
Skill: Concept
Objective: 11-3
Difficulty: Moderate
63) Which of the following involves adjusting prices to account for the physical location of
customers?
A) location-based pricing
B) geographic pricing
C) domestic pricing
D) interior pricing
E) captive pricing
Answer: B
Skill: Concept
Objective: 11-3
Difficulty: Easy
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64) Which of the following is a geographical pricing strategy?


A) basing-point pricing
B) segmented pricing
C) dynamic pricing
D) internet pricing
E) location-based pricing
Answer: A
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Easy
65) Under which type of geographic pricing strategy does each customer take responsibility for
the freight charges for the product from the factory to its destination?
A) zone pricing
B) basing-point pricing
C) uniform-delivered pricing
D) FOB-origin pricing
E) dynamic pricing
Answer: D
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Easy
66) Which of the following is true of FOB-origin pricing?
A) It is a strategy in which the company charges the same price plus freight to all customers.
B) It is a costly option for customers who are located near the company.
C) It charges all customers the freight cost from a base city to the customer location.
D) It is an expensive alternative for customers in distant locations.
E) It is a strategy in which the seller absorbs all or part of the freight charges.
Answer: D
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Easy

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67) Which form of geographic pricing is a company using when it charges the same rate to ship a
product anywhere in the United States?
A) FOB-origin pricing
B) psychological pricing
C) zone pricing
D) uniform-delivered pricing
E) basing-point pricing
Answer: D
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Easy
68) If Detroit DLX charges the same price for the delivery of its product to customers located
within the Great Lakes states, but a different price to customers elsewhere, the company is using
________.
A) psychological pricing
B) promotional pricing
C) reference pricing
D) zone pricing
E) uniform-delivered pricing
Answer: D
Page Ref: 322
Skill: Application
Objective: 11-3
Difficulty: Hard
69) Motorzone offers replacement parts for old Volkswagen Beetles. The company calculates
shipping charges based on shipping parts from Boston, even though some parts actually ship
from St. Louis. Motorzone most likely practices ________ pricing.
A) FOB-origin
B) uniform-delivered
C) zone
D) basing-point
E) freight-absorption
Answer: D
Page Ref: 322
Skill: Application
Objective: 11-3
Difficulty: Hard

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70) ________ is a pricing strategy in which the company sets up two or more clearly identified
geographic regions within which all customers pay the same total price.
A) Freight-absorption pricing
B) Zone pricing
C) Uniform-delivered pricing
D) FOB-origin pricing
E) Basing-point pricing
Answer: B
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Moderate
71) In which of the following geographic pricing strategies would customers located close to the
company pay the same amount as customers in distant locations?
A) uniform-delivered pricing
B) zone pricing
C) FOB-origin pricing
D) location-based pricing
E) reference pricing
Answer: A
Page Ref: 323
Skill: Concept
Objective: 11-3
Difficulty: Moderate
72) With which pricing strategy does the seller take responsibility for part or all of the actual
freight charges in order to get the desired business?
A) FOB origin pricing
B) freight-absorption pricing
C) basing-point pricing
D) location-based pricing
E) uniform-delivered pricing
Answer: B
Page Ref: 323
Skill: Concept
Objective: 11-3
Difficulty: Easy

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73) Freight-absorption pricing is used for ________.


A) penetrating international markets
B) generating customer buzz about new products
C) holding on to increasingly competitive markets
D) generating quick profits to offset input costs
E) maintaining quality service records
Answer: C
Page Ref: 323
Skill: Concept
Objective: 11-3
Difficulty: Moderate
74) The Internet offers ________, where the price can easily be adjusted to meet changes in
demand.
A) captive pricing
B) dynamic pricing
C) basing-point pricing
D) price bundling
E) cost-plus pricing
Answer: B
Page Ref: 323
AACSB: Use of Information Technology
Skill: Concept
Objective: 11-3
Difficulty: Easy
75) Big Mike's Health Food Store sells nutritional energy foods. The price of the products sold
varies according to individual customer accounts and situations. For example, long-time
customers receive discounts. This strategy is an example of ________.
A) time-based pricing
B) seasonal pricing
C) dynamic pricing
D) promotional pricing
E) penetration pricing
Answer: C
Page Ref: 323
Skill: Application
Objective: 11-3
Difficulty: Hard

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76) Which of the following factors would most likely lead to a company initiating a price cut?
A) overdemand
B) weakened economy
C) poor competition
D) cost inflation
E) weak price competition
Answer: B
Page Ref: 324
Skill: Concept
Objective: 11-4
Difficulty: Easy
77) Which of the following would most likely lead to a company initiating a price increase?
A) weakened economy
B) possession of outdated merchandise
C) excess capacity
D) overdemand
E) possession of defective merchandise
Answer: D
Page Ref: 324
Skill: Concept
Objective: 11-4
Difficulty: Easy
78) The "bottom of the pyramid" refers to ________.
A) the world's poorest consumers
B) the middle classes of Brazil, Russia, India, and China
C) a market with little or no purchasing power
D) people with easy access to luxury goods
E) the middle class of high income countries
Answer: A
Page Ref: 324
Skill: Concept
Objective: 11-4
Difficulty: Easy
79) Which of the following is true of the bottom of the pyramid?
A) It is a market segment that has been tapped into and depleted.
B) It consists of people who have easy access to luxury goods.
C) It comprises people who have easy access to the basic amenities of life.
D) It is considered a source of fresh growth opportunities.
E) It is a market segment which has insignificant purchasing power.
Answer: D
Page Ref: 325
Skill: Concept
Objective: 11-4
Difficulty: Moderate
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80) Which of the following is true of price changes?


A) Overdemand leads to companies initiating price cuts.
B) Changes in price do not affect a brand's image.
C) Customer reaction to price changes is not as important as competitor reaction.
D) A drop in price can adversely affect how consumers view the brand.
E) Excess capacity is a factor which causes increases in price.
Answer: D
Page Ref: 325
Skill: Concept
Objective: 11-4
Difficulty: Moderate
81) Competitors are most likely to react to a price change when ________.
A) a large number of competitors are involved
B) the product is uniform
C) the buyers are not well informed about product features
D) buyers are not well informed about price differences
E) the products are not uniform
Answer: B
Page Ref: 326
Skill: Concept
Objective: 11-4
Difficulty: Moderate
82) When a competitor cuts its price, a company should ________ if it believes it will not lose
much market share or would lose too much profit by cutting its own prices.
A) reduce its production costs
B) reduce its marketing costs
C) maintain its current prices and profit margin
D) increase its marketing budget to raise the perceived value of the product
E) increase its production costs to improve the quality of the product
Answer: C
Page Ref: 327
Skill: Concept
Objective: 11-4
Difficulty: Moderate

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83) When faced with a competitor who has cut its product's price, which of the following is the
most cost-effective way for a company to maintain its own price but raise the perceived value of
its offer?
A) by improving the quality of the product
B) by introducing a higher-priced premium brand
C) by altering the company's marketing communications
D) by bundling the offer with add-ons
E) by distributing the product through less costly channels
Answer: C
Page Ref: 327
Skill: Concept
Objective: 11-4
Difficulty: Moderate
84) In response to price cuts from competitors, a cereal company with several more expensive
and higher quality cereals introduced a lower-priced option to its product line. This is an example
of which of the following responses to a competitor's price cut?
A) raising the perceived value of a product
B) improving product quality
C) accepting a reduced market share
D) launching a "fighter brand"
E) using high-low pricing
Answer: D
Page Ref: 328
Skill: Application
Objective: 11-4
Difficulty: Hard
85) Which of the following is true of public policies and pricing?
A) The government imposes no limits on intrastate pricing issues.
B) The Robinson-Patman Act governs interstate commerce.
C) Companies have free reign when it comes to setting prices.
D) The Sherman Act governs intrastate commerce.
E) The Clayton Act encourages the formation of monopolies.
Answer: B
Page Ref: 328
Skill: Concept
Objective: 11-5
Difficulty: Moderate

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86) The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were enacted to
curb the formation of ________.
A) monopolies
B) global partnerships
C) competitive markets
D) internal markets
E) intrastate partnerships
Answer: A
Page Ref: 328
Skill: Concept
Objective: 11-5
Difficulty: Easy
87) When sellers set prices after talking to competitors and engaging in collusion, they are
involved in ________.
A) interstate commerce
B) comparative pricing
C) price fixing
D) skimming pricing
E) price bundling
Answer: C
Page Ref: 328
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Easy
88) A number of top fashion-modeling agencies would most likely be charged with ________ for
jointly determining what commissions they charge for models.
A) prestige pricing
B) competitive pricing
C) price bundling
D) dynamic pricing
E) price fixing
Answer: E
Page Ref: 328
Skill: Application
Objective: 11-5
Difficulty: Hard

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89) Federal legislation on price fixing requires that sellers set their prices ________.
A) based on their fixed and variable costs
B) without communication from competitors
C) to achieve a specific profit margin
D) without the intention of cutting into competitors' profits
E) consistently throughout a region
Answer: B
Page Ref: 328
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate
90) If a large retailer sold numerous items below cost with the intention of punishing small
competitors and gaining higher long-run profits by putting those competitors out of business, the
retailer would be guilty of ________.
A) price collusion
B) price fixing
C) predatory pricing
D) competitive pricing
E) penetration pricing
Answer: C
Page Ref: 330
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate
91) Savings for You, a discount retail chain, is highly competitive. When entering a new market,
Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller
companies with less purchasing power out of the market. Savings for You is most likely guilty of
________.
A) market skimming
B) price fixing
C) deceptive pricing
D) price collusion
E) predatory pricing
Answer: E
Page Ref: 330
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Application
Objective: 11-5
Difficulty: Hard

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92) Which of the following would be considered predatory pricing?


A) a company which prices it products below cost to get rid of a surplus
B) a company which prices below cost to drive out competitors
C) a company which offers a volume discount
D) a company which offers the suggested retail price on the manufacturer's package
E) a company which offers real-time pricing online
Answer: B
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate
93) The ________ seeks to prevent unfair price discrimination by ensuring that sellers offer the
same price terms to customers at a given price level.
A) RICO Act
B) Robinson-Patman Act
C) Sherman Act
D) Clayton Act
E) Celler-Kefauver Act
Answer: B
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate
94) Price discrimination is legal when a ________.
A) manufacturer and reseller have agreed upon a specified retail price for a product
B) manufacturer sells to retailers in different markets
C) seller can prove its costs are different when selling to different retailers
D) seller advertises prices that are not actually available to consumers
E) seller has not communicated with competitors before announcing prices
Answer: C
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate

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95) Price discrimination may be used to match competition as long as the strategy is temporary,
localized, and ________.
A) defensive
B) offensive
C) publicized
D) private
E) uniform across channels
Answer: A
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Easy
96) Mark's Markers, a manufacturer of white board markers, has required its dealers to charge a
specified retail price for its markers. Mark's is most likely guilty of ________.
A) captive pricing
B) retail price maintenance
C) price discrimination
D) competitive pricing
E) unfair price skimming
Answer: B
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate
97) ________ occurs when a seller states price savings that are not actually available to
consumers.
A) Comparative pricing
B) Scanner fraud
C) Deceptive pricing
D) Market skimming
E) Price collusion
Answer: C
Page Ref: 332
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Easy

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98) Failure to enter the current price into a retailer's system may result in charges of ________.
A) predatory pricing
B) scanner fraud
C) retail maintenance pricing
D) discriminatory pricing
E) price fixing
Answer: B
Page Ref: 332
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Easy
Champion, Inc. is a manufacturer of lunch boxes, school bags, and school stationery. Charles
Payton, the CEO of Champion, hopes to sell the products at a low price to penetrate the market
quickly.
99) Which of the following best supports a market-penetration strategy for Champion?
A) Production costs increase as sales volume increases.
B) It is very difficult for competitors to enter the market.
C) The cost of producing a smaller volume is negligible.
D) The quality of the products supports high initial prices.
E) The market for the products is highly price sensitive.
Answer: E
Page Ref: 314
AACSB: Reflective Thinking Skills
Skill: Critical Thinking
Objective: 11-1
Difficulty: Hard
100) Noticing that the themed envelopes aren't selling well, Charles Payton decides to offer
customers a special "letter writing" kit, He prices the kitwhich comprises letter paper,
matching envelopes, and pensat $5, even though the combined prices of the individual items is
$8. Which of the following pricing strategies is he using?
A) optional product pricing
B) product bundle pricing
C) by-product pricing
D) dynamic pricing
E) captive product pricing
Answer: B
Page Ref: 318
Skill: Application
Objective: 11-2
Difficulty: Hard

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101) Pricing strategies tend to change and evolve as the average product passes through its life
cycle.
Answer: TRUE
Page Ref: 314
Skill: Concept
Objective: 11-1
Difficulty: Easy
102) For market skimming to be successful, the cost of producing a smaller quantity of goods
should not be higher than the prices charged.
Answer: TRUE
Page Ref: 314
Skill: Concept
Objective: 11-1
Difficulty: Easy
103) When The Candy Store sets a low initial price in order to get its "foot in the door" and to
quickly attract a large number of buyers, the company is practicing market-skimming pricing.
Answer: FALSE
Page Ref: 314
Skill: Application
Objective: 11-1
Difficulty: Moderate
104) Pricing is difficult because various products have related demand and costs, and producers
face different degrees of competition.
Answer: TRUE
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Easy
105) In product line pricing, the price steps should account for differences in customer
perceptions of the value of different features.
Answer: TRUE
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Easy
106) Thinking Cap Corp. prices its various cap designs at different price levels, ranging from
$2.05 to $5.95. This is an example of optional product pricing.
Answer: FALSE
Page Ref: 315
Skill: Application
Objective: 11-2
Difficulty: Moderate
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107) In addition to its customary services, On the Spot, a house mover, also sells the boxes and
padding that are used when moving household furniture. This is an example of customersegmented pricing.
Answer: FALSE
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Moderate
108) When a manufacturer seeks a market for by-products and accepts a price that covers more
than the cost of storing and delivering those by-products, the manufacturer is able to reduce the
main product's price to make it more competitive.
Answer: TRUE
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Moderate
109) Some industries commonly use two-part pricing, breaking the price down into a fixed fee
and a fixed usage rate.
Answer: FALSE
Page Ref: 316
Skill: Concept
Objective: 11-2
Difficulty: Moderate
110) When using product bundle pricing, sellers combine several of their products and offer the
bundle at an increased price for increased profit.
Answer: FALSE
Page Ref: 318
Skill: Concept
Objective: 11-2
Difficulty: Moderate
111) Consumers who have no past experience with a product are especially likely to judge it by
its price.
Answer: TRUE
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy

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112) A seasonal discount is a price reduction to buyers who buy merchandise while the products
are in season.
Answer: FALSE
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
113) Online flash sales are used to create buying urgency and make buyers feel lucky to have
gotten in on the deal.
Answer: TRUE
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Easy
114) If used infrequently, price promotions create "deal-prone" customers who wait until brands
go on sale before buying them.
Answer: FALSE
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
115) Constantly reduced prices can erode a brand's value in the eyes of customers.
Answer: TRUE
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
116) In segmented pricing, the difference in prices is based on differences in costs.
Answer: FALSE
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Easy
117) For segmented pricing to be an effective strategy, the prices should reflect real differences
in customers' perceived value.
Answer: TRUE
Page Ref: 321
Skill: Concept
Objective: 11-3
Difficulty: Easy

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118) Sellers cannot influence or use consumers' reference prices when setting prices.
Answer: FALSE
Page Ref: 321
Skill: Concept
Objective: 11-3
Difficulty: Moderate
119) Customers located close to a firm are less likely to benefit from FOB-origin pricing than
customers located further away.
Answer: FALSE
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Easy
120) The uniform-delivered pricing strategy means that the goods sold are placed free on board a
carrier with the customer paying the freight from the factory to the destination.
Answer: FALSE
Page Ref: 322
Skill: Concept
Objective: 11-3
Difficulty: Easy
121) Dynamic pricing is least prevalent online.
Answer: FALSE
Page Ref: 323
Skill: Concept
Objective: 11-3
Difficulty: Easy
122) Excess capacity leads to companies initiating an increase in price.
Answer: FALSE
Page Ref: 326
Skill: Concept
Objective: 11-4
Difficulty: Easy
123) Launching a fighter brand is an effective way to deal with a situation in which the market
segment being lost is price sensitive and will not respond to arguments of higher quality.
Answer: TRUE
Page Ref: 328
Skill: Concept
Objective: 11-4
Difficulty: Moderate

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124) Price discrimination is permissible if if the seller manufactures different qualities of the
same product for different retailers and can prove that the price difference is proportional.
Answer: TRUE
Page Ref: 328
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Easy
125) The widespread use of scanner-based computer checkouts has eradicated complaints of
retailers overcharging their customers.
Answer: FALSE
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Easy
126) Differentiate between market skimming and market penetration pricing strategies. Explain
the conditions within which they are effective.
Answer: Market skimming is used to skim revenues layer by layer from the market by entering
the market with high initial prices. The product's quality and image must support its higher price,
and enough buyers must want the product at that price. The costs of producing a smaller volume
cannot be so high that they cancel the advantage of charging more. Competitors should not be
able to enter the market easily and undercut the high price. Market penetration is used to
penetrate the market quickly and deeply to attract a large number of buyers quickly and win a
large market share by setting a low price initially when it enters the market. The market must be
highly price sensitive so that a low price produces more market growth. Production and
distribution costs must fall as sales volume increases. Also, the low price must help keep out
competition and be maintained over time.
Page Ref: 314-315
Skill: Synthesis
Objective: 11-1
Difficulty: Hard
127) Sensenig Propeller manufactures replica antique wooden airplane propellers. In the process
of production, the company generates a great deal of scrap hardwood. How can using by-product
pricing benefit the company?
Answer: Using by-product pricing, Sensenig can seek a market for the hardwood and should
accept any price that covers more than the cost of storing and delivering the by-products. This
practice allows Sensenig to reduce the main product's price to make it more competitive.
Sensenig might even find that the by-products themselves are profitable.
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Hard
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128) Explain product line pricing.


Answer: With product line pricing, management must decide on the price steps to set between
the various products in a line. The price steps should take into account cost differences between
the products in a line, customer evaluations of different product features, and competitors' prices.
The seller's task is to establish perceived quality differences that support the price differences
between various price points.
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Moderate
129) Why do businesses use cash discounts when they are in essence losing some money on the
sale?
Answer: Such discounts are customary in many industries in order to reward a customer who
pays bills promptly. The practice encourages customers to pay early, giving the firm quicker and
more reliable access to cash. A cash discount can also help to build customer loyalty to the firm.
Page Ref: 319
Skill: Concept
Objective: 11-3
Difficulty: Hard
130) Differentiate between dynamic and fixed pricing.
Answer: Throughout most of history, prices were set by negotiation between buyers and
sellers.The fixed price policysetting one price for all buyersis a relatively modern idea that
arose with the development of large-scale retailing at the end of the nineteenth century. Today
most prices are set this way. However, some companies are now reversing the fixed pricing
trend. They are using dynamic pricing, adjusting prices continually to meet the characteristics
and needs of individual customers and situations. Dynamic pricing makes sense in many
contexts. It adjusts prices according to market forces, and it often works to the benefit of the
customer.
Page Ref: 323
Skill: Synthesis
Objective: 11-3
Difficulty: Hard

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131) Explain the factors involved in setting international pricing.


Answer: In some cases, a company can set a uniform worldwide price. However, most
companies adjust their prices to reflect local market conditions and cost considerations. A firm
must consider economic conditions, competitive situations, laws and regulations, and
development of the wholesale and retail system. Consumer perceptions and preferences also may
vary from country to country, calling for different prices. The company may have different
marketing objectives in various world markets. Costs play an important role in setting
international prices. Management must prepare for price escalation that may result from the
differences in selling strategies or market conditions. The additional costs of product
modifications, shipping and insurance, import tariffs and taxes, exchange-rate fluctuations, and
physical distribution must all be factored into the "price."
Page Ref: 324
AACSB: Dynamics of the Global Economy
Skill: Concept
Objective: 11-3
Difficulty: Hard
132) Discuss the conditions under which a company might consider using price cuts or price
increases.
Answer: Price cuts may be necessary when there is excess capacity. Another time to cut prices is
when market share is falling in the face of strong price competition. A company may also cut
prices in a drive to dominate the market through lower costs. A major factor in price increases is
cost inflation. Rising costs squeeze profit margins and lead companies to pass cost increases
along to customers. Another factor leading to price increases is overdemand. When a company
cannot supply all its customers' needs, it can raise its prices, ration products to customers, or
both.
Page Ref: 325
Skill: Concept
Objective: 11-4
Difficulty: Hard
133) When are competitors most likely to react to price changes? How can a firm anticipate the
likely reactions of its competitors?
Answer: Competitors are most likely to react when the number of firms involved is small, when
the product is uniform, and when the buyers are well informed. If the firm faces one large
competitor, and if the competitor tends to react in a set way to price changes, that reaction can be
easily anticipated. But if the competitor treats each price change as a fresh challenge and reacts
according to its self-interest, the company will have to figure out just what makes up the
competitor's self-interest at the time.
Page Ref: 326-327
Skill: Application
Objective: 11-4
Difficulty: Hard

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134) In what way does the government regulate pricing?


Answer: The most important pieces of federal legislation affecting prices are the Sherman,
Clayton, and Robinson-Patman acts, initially adopted to curb the formation of monopolies and to
regulate business practices that might unfairly restrain trade. Because these statutes can be
applied only to interstate commerce, many states have adopted similar provisions for companies
that operate locally. Examples include pricing within channel levels and pricing across channel
levels.
Page Ref: 327
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Application
Objective: 11-5
Difficulty: Hard
135) Compare the practices of price fixing and predatory pricing, explaining why each is
prohibited by law.
Answer: Many federal, state, and local laws govern the rules of fair play in pricing. Two major
areas of concern are price fixing and predatory pricing. Companies that engage in price fixing
collude to set a common price for their comparable products; price fixing undermines the core
element of price competition in our free-market economy. On the other hand, predatory pricing
takes price competition too far. Predatory pricing occurs when a company sells a product below
cost with the intention of punishing a competitor or by putting a competitor out of business.
Page Ref: 328-33`
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Synthesis
Objective: 11-5
Difficulty: Hard
136) For what types of products might marketers use market-skimming pricing?
Answer: Market-skimming pricing works when the product's quality and image support the
higher price. For example, companies selling high-tech electronics may use market-skimming
pricing successfully.
Page Ref: 314
Skill: Application
Objective: 11-1
Difficulty: Moderate
137) Why might marketers use market-penetration pricing?
Answer: Marketers use such pricing when attempting to attract a large number of buyers quickly
and win a large market share; such pricing may be common when competition for products is
high.
Page Ref: 314-315
Skill: Application
Objective: 11-1
Difficulty: Moderate

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138) What should the price steps of product line pricing take into account?
Answer: The price steps should take into account cost differences between products in the line.
More importantly, they should account for differences in customer perceptions of the value of
different features.
Page Ref: 315
Skill: Concept
Objective: 11-2
Difficulty: Moderate
139) Give two examples of products for which marketers might use optional-product pricing.
Answer: Such products may include refrigerators with ice makers and cars with options such as
stereos, GPS, and cruise control.
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Hard
140) Give two examples of products for which captive product pricing might be used.
Answer: Examples of captive products are razor blade cartridges, video games, printer
cartridges, and e-books.
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Hard
141) Give two examples of by-product pricing.
Answer: Examples include selling scrap metal after producing metal clamps or selling donut
holes after producing donuts.
Page Ref: 316
Skill: Application
Objective: 11-2
Difficulty: Hard
142) Give two examples of product bundle pricing.
Answer: Examples include vacation packages that include airfare, hotel charges, and tourist
charges, or value meals in the fast-food industry.
Page Ref: 318
Skill: Application
Objective: 11-2
Difficulty: Hard

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143) List four types of discounts.


Answer: Four types of discounts are cash discount, quantity discount, functional or trade
discount, and seasonal discount.
Page Ref: 319
Skill: Application
Objective: 11-3
Difficulty: Moderate
144) List four types of segmented pricing.
Answer: Four types of segmented pricing are customer-segment pricing, product-form pricing,
location-based pricing, and time-based pricing.
Page Ref: 320
Skill: Concept
Objective: 11-3
Difficulty: Moderate
145) Explain the psychology behind a price of $9.99 instead of $10.00.
Answer: Consumers typically see the product priced $9.99 product in the $9 range instead of as
$10; the price appears to be cheaper at a subconscious level.
Page Ref: 321
Skill: Concept
Objective: 11-3
Difficulty: Hard
146) Casual Comfort sells its catalog items using FOB-origin pricing. Who pays the freight
charges?
Answer: The customer pays for the freight.
Page Ref: 322
Skill: Application
Objective: 11-3
Difficulty: Hard
147) How might a consumer view a price cut?
Answer: Price cuts have both advantages and disadvantages. A consumer might believe that he
or she is getting a good deal on a quality product, or a consumer might believe that the quality of
the product has been reduced.
Page Ref: 326
Skill: Application
Objective: 11-4
Difficulty: Hard

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148) Why is predatory pricing considered illegal?


Answer: Predatory pricing works against the principles of a free-enterprise system; predatory
pricing allows the marketers to sell below cost with the intention of punishing competitors.
Page Ref: 330
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate
149) Why is identifying predatory pricing difficult?
Answer: Selling below cost to unload excess inventory is not considered predatory; selling
below cost to drive out competitors is. Thus, a given action may or may not be predatory
depending on intent, and intent can be very difficult to determine or prove.
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Hard
150) What is deceptive pricing?
Answer: Deceptive pricing occurs when a seller states prices or price savings that mislead
consumers or are actually not available to consumers.
Page Ref: 331
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 11-5
Difficulty: Moderate

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