PZL220U

PAZARLAMA YÖNETİMİ

3. Ünite

Ana sayfa PAZARLAMA YÖNETİMİ Ünite Sınavları 3. Ünite Sınavı

Soru 1

Which of the following is an internal factor affecting price decisions?

Çözüm Açıklaması

Price can be affected by many factors. These factors can be grouped as external and internal factors13. The external factors include market and demand structure, economic factors, competitors’ costs and prices, distribution channels, legal regulations, and societal concerns. No single company can affect external factors; therefore, companies should adapt them. On the other hand, a company can manage internal factors such as costs, pricing aims of the firm, and diverse variables driven by other elements of marketing mix. The correct answer is B.

Soru 2

Which of the following is an external factor affecting price decisions?

Çözüm Açıklaması

Soru 3

What is the terms used to refer to charging a too low price (sometimes below the cost) to drive a competitor out of business?

Çözüm Açıklaması

In predatory pricing, a too low price (sometimes below the cost) is charged to drive a competitor out of business. The correct answer is D.

Soru 4

Which of the following pricing strategy aims to sell less demanded products together with highly demanded ones at a discounted price?

Çözüm Açıklaması

Product bundle pricing sells less demanded products together with highly demanded ones at a discounted price. The correct answer is A.

Soru 5

Which of the following is a price-adjustment strategy?

Çözüm Açıklaması

Geographical pricing refers to setting different prices for consumers who are in different locations in order to cover high shipping costs. For instance, lower prices are charged for consumers who are close to oil refinery while higher prices are charged for ones who are far away. The correct answer is A.

Soru 6

What is the term used to refer to the practice of reducing prices for a limited time period?

Çözüm Açıklaması

Promotional pricing is a practice of reducing prices for a limited time period. The correct answer is E.

Soru 7

Which of the following is not a price-adjustment strategy?

Çözüm Açıklaması

Companies start to set prices by considering the whole marketing mix rather than just the product itself. In this way, profits can be maximized. There are six different product mix pricing strategies including product line pricing, by-product pricing, optional-product pricing, captive-product pricing, two-part pricing, and product bundle pricing. The correct answer is E.

Soru 8

In which pricing method companies set high prices to get the highest revenue?

Çözüm Açıklaması

Market-skimming pricing sets high prices to skim higher revenue from the market. Prices are dropped to attract new buyers after a while. In other words, prices are decreased step by step to sell the products to new consumers.

Soru 9

Which of the below definition is for promotional pricing?

Çözüm Açıklaması

Promotional pricing is a practice of reducing prices for a limited time period.

Soru 10

Which of the below is a cause of price decrease?

Çözüm Açıklaması

Fast changing environment makes price changes necessary in some situations. Price changes involve price cut and price increase. Companies cut prices to increase sales and market share in case of excess capacity or insufficient demand. On the other hand, increased demand, inflation, or prices lack of supply cause price increase. Buyers react to price changes differently. Price increase can be perceived as high quality or eligibility while price cut can be considered as a low quality, old fashioned, or a less demanded product.

Soru 11

What do you mean by price?

Çözüm Açıklaması

Price is the amount of money paid by consumers to possess a product or get a service.

Soru 12

What are the factors influencing pricing decisions in a market?

Çözüm Açıklaması

Price can be affected by many factors. These factors can be grouped as external and internal factors that may be marketing objectives and pricing objectives, marketing mix strategy, costs, organizational considerations, nature of the market and demand and competition.

Soru 13

Which external factors should be considered in price setting?

Çözüm Açıklaması

The external factors that is determine the fixation of price, are market and demand structure, economic factors, competitors’ costs and prices, distribution channels and legal regulations.

Soru 14

The pricing decisions for a product are affected by internal factors. What costs affect prices as a internal factor?

Çözüm Açıklaması

Costs: Cost is the lower limit of price (or price floor). There are different kinds of costs including fixed costs, variable costs, and total costs.While fixing the prices of a product, the firm should consider the cost involved in producing the product. This cost includes both the variable and fixed costs. Thus, while fixing the prices, the firm must be able to recover both the variable and fixed costs and also total costs.

Soru 15

What is a strategic pricing gap?

Çözüm Açıklaması

Price can be set between two limits. The upper limit is customer value while the lower one is cost. The gap between these limits is called “Strategic Pricing Gap” Price can be set between two extremes: cost and customer value.

Soru 16

What is value pricing strategy in marketing?

Çözüm Açıklaması

In value-based pricing, customers’ value is used to charge a price for a product. Because the strategy is customer-driven, starting point is consumer. There are two types of value-based pricing, good- value pricing and value-added pricing.

Soru 17

How do you calculate break even pricing?

Çözüm Açıklaması

Break-even pricing is a cost-based pricing approach, too. The company determines the price to reach break-even point or target profit. Break- even volume is calculated as follow.Break even volume= perior fixed costs / price variable cost per unit

Soru 18

What is a competitive price?

Çözüm Açıklaması

Companies can use competitors’ prices to determine a price level. Competitor-based pricing includes customary pricing, above-, at-, or below-market pricing, and loss- leader pricing. In customary pricing, price is dictated by the market. In above-, at-, or below-market pricing, competitors’ prices charged for similar products are used to set prices.

Soru 19

What are the 6 steps in determining price?

Çözüm Açıklaması

In the first step, pricing constraints and objectives are identified. Constraints include costs, competition, newness, and demand for product class and brand. Objectives consist of profit, market share, and survival. The second step consists of demand estimation, sales revenue estimation, and price elasticity estimation. The third step focuses on marginal analysis, cost estimation relation to profit, and break-even analysis. In the following step, an approximate price level is selected by using demand-oriented, cost-oriented and/or competition-oriented approaches. The fifth step focuses on setting a list or a quoted price. The company decides whether to follow a flexible price or one-price policy.

Soru 20

What are new product of pricing strategies?

Çözüm Açıklaması

The pricing strategies change in different stages of product life cycle. Two pricing strategies can be used in the introductory stage, market-skimming and market-penetration. Market-skimming pricing sets high prices to skim higher revenue from the market. Prices are dropped to attract new buyers after a while. In other words, prices are decreased step by step to sell the products to new consumers. In market-penetration pricing, companies set low prices to penetrate the market as much as possible.

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