CHAPTER TEN
PRICE: THE ONLINE VALUE
Multiple Choice
1.Broadly speaking, the definition of price includes all of the following values except
________.
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b.time
c.physical cost
d.psychic cost
(c; Easy; LO1; Analytic Skills)
2.________ refers to the idea that both buyers and llers can view all competitive prices for
items sold online.
a.Price transparency
b.Dynamic pricing
c.Online pricing
d.None of the above
(a; Easy; LO1; Analytic Skills)
3.The phenomenon that some people may actually pay a higher price for auctioned products
than they would pay an online retailer is known as ________.
a.ller control
b.buyer control
c.dynamic pricing
d.the winner’s cur
(d; Moderate; LO2; Analytic Skills)
4.________ power is bad largely on the huge quantity of information and product
availability on the web.
a.Buyer
b.Seller
c.Market
激活手机卡d.All of the above
(a; Easy; LO2; Analytic Skills)
5.________ is the most common profit-oriented objective for pricing.
a.Competition-bad pricing
b.Dynamic pricing
c.Current profit maximization
d.Segmented pricing
(c; Difficult; LO3; Analytic Skills)
6.Which of the following attributes of the internet puts upward pressure on prices?
b.affiliate programs
c.customer acquisition costs
d.all of the above
(d; Moderate; LO4; Analytic Skills)
7.Which of the following attributes of the internet puts downward pressure on prices?
a.distribution
b.price dispersion
c.lf-rvice order processing
d.all of the above
(c; Difficult; LO4; Analytic Skills)
8.All of the following are types of markets recognized by economists except ________.
事业的祝福语
a.pure competition
b.oligopolistic monopoly
d.oligopolistic competition
(b; Moderate; LO4; Analytic Skills)
9. A market is truly efficient when customers have equal access to information about
________.
a.products
b.prices
c.distribution
d.all of the above
(d; Easy; LO4; Analytic Skills)
10.________ refers to the variability of purcha behavior with changes in price.
a.Price elasticity
b.Price transparency
c.Dynamic pricing
d.Competition-bad pricing
(a; Moderate; LO1; Analytic Skills)
11.Which of the following are possible explanations of online price dispersion?
个人艺术写真集
a.delivery options
b.time-nsitive shopping habits
c.switching costs
d.all of the above
(d; Moderate; LO4; Analytic Skills)
12.In general, marketers can employ which of the following types of pricing strategies both
online and offline ________.
a.fixed pricing
b.auction pricing
c.dynamic pricing
d.all of the above
(d; Easy; LO3; Analytic Skills)
13.________ and ________ are types of fixed pricing strategies.
普通话考试命题说话>班会课游戏a.Price leadership; promotional pricing
b.Price leadership; negotiation
c.Promotional pricing; gmented pricing
d.Negotiation; gmented pricing
(a; Moderate; LO1; Analytic Skills)
14.________ pricing us the internet properties for mass customization, automatically
devising pricing bad on order size and timing, demand and supply levels, and other
pret decision factors.
a.Promotional
b.Auction
c.Segmented
d.Negotiated
(c; Difficult; LO1; Analytic Skills)
15.In order to avoid uptting customers who learn they are getting different prices than
their neighbors, e-marketers should u customer-accepted reasons. The reasons may include ________.
a.giving discounts to new customers
b.giving discounts to loyal customers
c.adjusting shipping fees due to outlying locations
d.all of the above
(d; Moderate; LO3; Analytic Skills)
16.When using ________ gment pricing, a company may t different prices when lling a
product in different states or regions.
a.value
b.distance
d.market
(c; Easy; LO3; Analytic Skills)
17.________ suggests that 80% of a firm’s business typically comes from the top 20% of
customers.
a.The Pareto principle
b.Customer loyalty
c.Value gmenting
d.Dynamic pricing
(a; Easy; LO3; Analytic Skills)
校园恐怖事件18.Which of the following customer group is of least value to a ller?
a.A+
b. A
c. B
d. C
(d; Moderate; LO3; Analytic Skills)
19.Buyer power on the internet is the result of all the following except ________.
a.product availability
b.product costs
c.large amount of information
d.willingness of llers to negotiate
沈振新(b; Moderate; LO2; Analytic Skills)
20.Companies lect market-oriented pricing on the internet to ________.
a.maximize profits
c.increa return on investment (ROI)
d.all of the above
人力资源管理做什么
(b; Moderate; LO1; Analytic Skills)
True/Fal
23.Today’s buyer must be quite sophisticated to understand even the simple dollar cost of a
product.
a.True
b.Fal
(a; Moderate; LO2; Analytic Skills)
24.The ller’s perspective on pricing includes both internal and external factors affecting
pricing levels.
a.True
b.Fal
(a; Difficult; LO3; Analytic Skills)
25.The objective of competition-bad pricing is to price according to the company’s costs or
demand.
a.True
b.Fal
(b; Moderate; LO1; Analytic Skills)
26.Price dispersion is the obrved spread between the highest and lowest price for a given
product.
a.True
b.Fal
(a; Easy; LO4; Analytic Skills)
27.The internet is currently an efficient market.
a.True
b.Fal
(b; Easy; LO4; Analytic Skills)
28.Menu pricing is the strategy of offering different prices to different customers.
a.True
b.Fal
(b; Difficult; LO1; Analytic Skills)
29.In terms of dynamic pricing, negotiation is most often initiated by the ller.
a.True
b.Fal
(b; Difficult; LO1; Analytic Skills)
30.With value gment pricing the ller recognizes that not all customers provide equal
value to the firm.
a.True
b.Fal
(a; Moderate; LO3; Analytic Skills)
31.Giving high-value customers the first shot at discounts will reinforce their loyalty.
a.True
b.Fal
(a; Easy; LO5; Analytic Skills)
32.In a “flash sale,” a site member may be eligible to purcha a product at a deep discount
for a limited time.
a.True
b.Fal
(a; Moderate; LO1; Analytic Skills)
