Marketing 3000 Chapter 14 – Flashcards
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T/F: Price is the cash expenditure plus taxes that consumers have to pay for a good or service.
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False; price is the overall sacrifice a consumer is willing to make to acquire a specific product or service
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T/F: The key to successful pricing is to match the product with the consumer's perception of value.
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True; Successful pricing considers consumer' perceived value, since to ignore this might result in a price that is too high or too low.
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T/F: Price is the only part of the marketing mix that does not generate costs.
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True; Product, Place, and Promotion all generate costs; Price generates revenue
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T/F: Rarely is the lowest-price product offering the dominant brand in a given market.
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True; Market leaders are often able to charge a premium due to brand equity.
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T/F: A demand curve shows the relationship between income and demand.
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False; A demand curve shows the relationship between price and demand.
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T/F: Because consumers are generally more sensitive to price increases than to price decreases, it is easier to lose current customers with a price increase than it is to gain new customers with a price decrease.
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True; Consumers show more sensitivity to price increases than to price decreases. This means that a price increase will generally lose more customers than an equivalent price decrease will gain.
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T/F: Brands that have developed loyal customers have a higher price elasticity of demand.
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False, Brands with loyal customers have lower price elasticity of demand; in other words, demand will decrease more slowly as price goes up
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T/F: In U.S. markets, there are many substitute products for Fruit Loops cereal, suggesting the price elasticity of demand for Fruit Loops is high
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True, the Substitution effect is one of the factors that increases price elasticity.
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T/F: At the break-even point, profits are maximized.
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FALSE Break-even analysis determines the point at which revenues and expenses are equal, in other words, the quantity of a product that must be sold to have a $0 profit.
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T/F: A gray market employs irregular but not necessarily illegal methods of distributing products.
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True, One example of a gray market is the sale of goods at prices lower than intended by the manufacturer due to a retailer legally circumventing channels of distribution
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T/F: Diana owns a boutique specializing in ball gowns. Sales are stable and diana feels it is time she had a 20% increase in her salary. If diana takes this increase in compensation, it will decrease the break-even quantity she needs to sell on a monthly basis.
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False, The break-even quantity would increase, not decrease, because Diana's salary increase would raise fixed costs
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T/F: If a firm is engaged in monopolistic competition, it should seek a way to differentiate itself.
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True, Monopolistic competition occurs when there are many firms competing for customers in a given market but their products are differentiated.
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T/F: Firm A has set very low prices for its products in an attempt t drive its competitor, Firm B, out of business. This is known as monopolistic pricing.
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False, this is the definition of predatory pricing
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T/F: Odd prices suggest low quality.
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True, research has indicated that consumers associated odd prices (prices that end in nines) with lower quality.
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T/F: When Sony released its PlayStation 3, it charged a high price, attracting the most avid gamers. This was a market penetration pricing strategy.
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False, this was a price skimming strategy, which starts with a high price and then gradually lowers it
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T/F: Cheryl wants to quickly establish a dominant market share for her new line of ergonomic pens. To do this, she will likely use a market penetration pricing strategy.
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TRUE A market penetration pricing strategy starts with a low price to capture market share.
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T/F: Proving that a company has engaged in the deceptive bait and switch practice is easy.
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FALSE Bait and switch is a tactic in which a retailer advertises items for a very low price with no intention of actually selling any of them. Once a customer is in the store, sales personnel push the customer toward more expensive items. Salespeople always try to get customers to upgrade, and it is difficult to separate this behavior from actual bait and switch.
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T/F: The Robinson-Patman Act does NOT apply to end consumers, at which point many forms of price discrimination occur.
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TRUE The Robinson-Patman Act applies to business-to-business transactions. Price discrimination refers to selling the same product to different customers at different prices. With a few exceptions, this is legal in sales to consumers, but is illegal under certain circumstances when selling to businesses.
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T/F: When a retail store rarely sells deeply discounted or sale products, it is known as everyday low pricing.
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TRUE With an EDLP strategy, companies stress the continuity of their retail prices at a level somewhere between the regular, non-sale prices and deep discount sale prices their competitors may offer.
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T/F: The demand curve for prestige products generally slopes downward due to higher prices.
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FALSE When customers value the prestige of a product more than the price differential, a higher price may lead to a greater quantity sold.
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Price is the _____________ a consumer is willing to make to acquire a specific product or service.
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overall sacrifice
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Earl was known for driving 30 miles to save a dollar on the price for his favorite beverage. Earl perceived price as ________________, while most consumers recognize price as the ______________ made to acquire a good or service.
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money paid; overall sacrifice
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The full price of a product or service includes all of the following EXCEPT
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the price of alternative products and services
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Gerald has a number of customers for his lawn care service who never question his bill but expect their lawns to be perfect. These customers do not want low prices, they want
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high value.
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Unlike product, promotion, or place, price is the only part of the marketing mix
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that generates revenue.
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Price is often the most challenging of the four Ps to manage, partly because it is often ______________ in developing marketing strategies.
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treated as an afterthought
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Historically, prices were
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rarely changed except in response to radical shifts in market conditions.
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Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as
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an indicator of quality.
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Which of the following is NOT one of the five Cs of pricing?
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collaboration. (The five Cs of pricing are competition, costs, company objectives, customers, and channel members.)
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Tess is the marketing manager for a fast food restaurant chain. She uses a target return pricing strategy because her firm's primary objective is to
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increase profits.
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Gary is the marketing manager for an automobile dealership. His boss tells him the firm's primary goal is to increase its local market share from 15 to 30 percent. His firm is using a ________ orientation.
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sales
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Bernard's firm has set corporate direction to become one of the leaders in each of its significant market segments. It was Bernard's job to examine the pricing to determine how to maximize market share, even at the expense of profits in the short run. What kind of company objective would guide Bernard's effort?
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sales-oriented
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Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell. Naomi is using a _______________ pricing strategy.
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target return
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A _________________ strategy involves accurately measuring all the factors needed to predict sales and profits at various price levels, so that the price level that produces the highest return can be chosen.
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maximizing profits
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Health clubs often use a low, introductory offer price to get people to join their club. These low prices represent a ______________ pricing strategy.
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sales orientation
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Many years ago Honda's Accord and Ford's Taurus were the top two selling cars in the United States. As the year was coming to an end, Ford cut the price of the Taurus, hoping to outsell the Accord and allow Ford to claim that "Taurus is the best-selling car in America." Ford was using a ___________________ pricing strategy.
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sales orientation
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Julia wants her firm's gourmet snacks to be the leading brand in the U.S. market. When adopting a pricing strategy designed to gain market share, she should remember that
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rarely is the lowest-price offering the dominant brand in a market.
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Sharon knew that her established customers liked her product much better than her competitor's. She was planning to expand into new markets, and she was considering pricing. She was leaning toward charging a higher price than competitors to help demonstrate that hers was a high-quality product. Sharon was considering
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premium pricing.
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When Ursula decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Ursula uses a __________________ pricing strategy.
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competitor-oriented
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Ryan gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Ryan told the manager to always match the gasoline prices of the other store. Ryan is using a _____________________ pricing strategy.
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status quo
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When firms set prices similar to those of competitors, they are following a strategy of
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competitive parity.
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In many high-end resort markets, Westin hotels compete directly with Crown Plaza hotels. Each firm weighs the comparative advantages and disadvantages of its offerings to determine whether to price above, equal to, or below the other hotel. In these markets, the hotels are using a _______________ pricing strategy.
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competitive parity
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A customer orientation toward pricing implicitly invokes the concept of
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value.
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A no-haggle pricing policy is a type of _______________ pricing strategy.
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customer-oriented
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Julia's is an upscale women's clothing store. Prices are based on customers' beliefs about the value of the clothing. The store focuses on a limited target market and provides excellent customer service. Julia's is using a ________________ pricing strategy.
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customer-oriented
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A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy, especially if the strategy
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is supported by consistent advertising and distribution strategies.
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Traditional demand curve economic theory is used by marketers to understand _______________ in the five Cs of pricing.
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customers
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Customers must see value in a product or service before they are willing to exchange time or money to obtain it, but not all customers see the same value in a product. To analyze how many units will be sold at any given price point, marketers draw on
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a demand curve.
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A demand curve shows the relationship between ___________________ in a period of time.
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price and demand
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A demand curve is built assuming that
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everything but price and demand remains the same.
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According to a typical demand curve, the higher the price,
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the lower the quantity consumers will buy.
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There is an old saying, "If you have to ask the price of a yacht, you cannot afford it." Products like yachts are most likely to be associated with
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prestige pricing.
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_________________ measures consumers' sensitivity to price changes.
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Price elasticity of demand
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For which of the following is demand likely to be least sensitive to price increases?
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prescription drugs
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For which of the following is demand likely to be most sensitive to price increases?
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a specific brand of soft drink
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A study found that, among addicted smokers, a 10 percent increase in the price of cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers, cigarettes have a(n) ________________ price elasticity demand.
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inelastic
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If a 1 percent decrease in price results in more than a 1 percent increase in quantity demand, demand is
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price elastic.
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Assume the demand for electricity, a necessity with few substitutes, is -0.2. If the electric company raised its rates by 10 percent, we would expect
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a 2 percent decrease in quantity demanded.
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If a 1 percent decrease in price results in less than a 1 percent increase in the quantity demanded, demand is
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price inelastic.
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Barry customizes Harley-Davidson motorcycles. No two cycles are alike. He notices that very few customers even ask the price of his motorcycles before they decide to purchase them. Demand for his motorcycles is probably
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price inelastic.
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The observation that consumers are generally more sensitive to price increases than to price decreases suggests that
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it is easier to lose customers with a price increase than to gain customers with a price decrease.
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Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ____________ affects demand for products.
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the income effect
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Rodi owns Hallman's auto repair service. He has observed over the years that customers keep their high-mileage cars longer when the economy is doing poorly, creating demand for his maintenance and repair service. Rodi has observed the impact of ______________ on demand for his service.
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the income effect
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The more substitutes that exist in a market,
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the more sensitive consumers will be to changes in the price of a particular product.
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Brad always buys and uses Nike brand golf balls. If he finds a Titleist or Callaway ball in the rough, he gives it away. Brand loyal golfers like Brad allow Nike to charge a higher price and not lose many sales. By building a strong brand, Nike has effectively
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reduced the price elasticity of demand for its products.
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Marketers spend millions of dollars annually trying to create or reinforce brand loyalty. Brand loyalty changes the demand curve for the firm's products by
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reducing the price elasticity of demand.
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Cross-price elasticity is the
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percentage change in quantity demanded of product A compared to the percentage change in price of product B.
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Which of the following is the most logical example of complementary products?
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Hot dogs and hot dog buns
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Bill is a yacht broker in the southeastern United States. For years he has had difficulty selling large yachts locally because there were few places to dock these boats. Yachts and spaces to dock them are an example of
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complementary products.
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If the price for a product increases, the demand for the complementary product will
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decrease
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Frank's Heating and Air Conditioning Company specializes in electric heat pumps. Frank keeps track of the price of natural gas, knowing that
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an increase in the price of natural gas will increase demand for his electrical heating systems.
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Managers of Wendy's fast food restaurants keep track of prices at competitors such as McDonald's, Burger King, and Arby's, knowing that a decrease in the prices at these other fast food restaurants will
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decrease demand for Wendy's products.
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One problem in relying on price elasticity and demand curves when setting prices is that
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the way a product or service is marketed can have a profound impact on price elasticity.
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In general, prices should not be based on costs because
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consumers make their purchase decisions based on perceived value.
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Labor, materials, and energy are typically __________ costs.
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variable
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David manages a Shoney's restaurant. He is considering staying open later in the evening. For David, the variable costs associated with staying open longer hours will include all of the following EXCEPT
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rent on the restaurant building.
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Variable costs change with
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changes in the quantity being produced.
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Raymond estimates that the fixed costs associated with opening a new bank branch are $500,000. He expects the branch to attract 1,000 new customer accounts in the first year, each of which will cost $50 per year to service. He also expects to generate $100,000 per year in revenue. For Raymond, the total cost of opening the new branch and remaining open for one year will be:
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$550,000.
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At the break-even point,
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profits are zero.
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The break-even point is estimated by
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dividing fixed costs by contribution per unit.
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If the fixed costs of manufacturing a new cell phone are $10,000, the sales price is $60, and variable cost per unit is $20, the break-even point is
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250 units.
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Jacob rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20, to cover maid service and utilities. His fixed costs are $100,000 and his profit last year was $20,000. For Jacob, the contribution per unit is
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$80.
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The contribution per unit is
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price minus variable cost per unit.
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Jason rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20. His fixed costs are $100,000 and his target profit is $20,000. For Jason, to earn his target profit, he will need to rent out ________ rooms.
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1500
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Break-even analysis is useful because it allows managers to
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estimate the quantity they will need to sell at a given price to break even.
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One of the limitations associated with break-even analysis is that
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it assumes that there is only one price.
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Which of the following markets is MOST likely to be characterized by oligopolistic competition in the United States?
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soft drinks
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Because there are only a few firms in markets with oligopolistic competition,
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price wars may occur.
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In a market with _______________, there are many firms providing differentiated products.
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monopolistic competition
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Because there are many firms in monopolistic competition markets,
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the many competitors will focus on product differentiation.
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In _______________, many firms provide similar products that are considered substitutes for each other.
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pure competition
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Which of the following is most likely to be characterized by pure competition in the United States?
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soybeans
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Because there are many firms with similar products in purely competitive markets,
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price is determined by the laws of supply and demand.
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If a firm in a purely competitive market can differentiate its product or service, it becomes part of a _______________ market.
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monopolistic competition
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How can a company find its way out of a market characterized by pure competition?
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Differentiate the product in some way, even by packaging, so customers will see it as distinct.
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Gray markets can be a challenge to marketers because
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they may tarnish the manufacturer's image.
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To discourage consumers from buying in gray markets, some manufacturers have
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warned consumers that their warranty is null and void if purchased through a gray market supplier.
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Diane owns a bakery where she sells cupcakes. Two blocks down there is another bakery, CC's Bakery, that sells cupcakes for $1 less than Diane. Diane decides to lower her price and match CC's Bakery prices. What type of pricing strategy is Diane implementing?
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competitor-oriented pricing
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The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the
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break-even point.
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The commercial airline industry is considered what type of market?
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oligopolistic competition
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A reference price is
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the price against which buyers compare the actual selling price.
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In determining the price for his company's new pocket digital camera, Matt determines what consumers consider the regular or original price for similar cameras available in the market. Matt is assessing the influence of __________ on pricing strategy.
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reference prices
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Odd prices often suggest __________ to consumers.
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low quality
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Developing pricing strategies for __________ is one of the most challenging tasks a manager can undertake.
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new products
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Charging a relatively high price for new and innovative products to those consumers most willing and able to pay the high price is called price
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skimming
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Price skimming focuses on selling products to __________ and __________ in the consumer adoption process model.
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innovators; early adopters
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When Burroughs Wellcome introduced the first anti-AIDS drugs, it initially set the price at $10,000 for a year's supply. Burroughs Wellcome was probably pursuing a __________ pricing strategy.
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skimming
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When Apple Computer company introduced the iPhone—a combination phone, MP3 player, and Internet access device—in 2007, it was priced at $499, considerably higher than either the iPod or competing cell phones. Apple was probably pursuing a __________ pricing strategy.
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skimming
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With a __________ pricing strategy, marketers set a low initial price for the introduction of a new product or service.
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market penetration
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Mario is the first retailer in town to sell games for Sony's new PlayStation 3 machine. Mario wants to quickly capture as much of the market for the new games as possible. Mario will likely use a __________ pricing strategy.
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market penetration
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The major objectives associated with a market penetration pricing strategy are to
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quickly build sales and market share.
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The __________ occurs when unit cost drops as the quantity sold increases.
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experience curve effect
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Production of the DeLorean car, made famous in the film Back to the Future, never got above 25,000 units during its lifetime. Automobile industry analysts estimate that production of this car needed to reach around 300,000 units to achieve the __________, a decrease in unit cost as product volume increases.
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experience curve effect
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Marlie designs and manufactures specialty furniture. She has a number of unique products but can only produce in limited quantities. Marlie will probably NOT use a market penetration strategy because
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she could not meet a rapid rise in demand.
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Yurgen is opening a financial consulting service for high-income retirees in his area. This target market is used to paying for quality and associates high quality with high prices. Yurgen should probably NOT use a market penetration pricing strategy because
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a low price might signal low quality.
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Price advertisements should never
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deceive customers to the point of doing harm.
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For marketers to advertise a price as their __________, the Better Business Bureau recommends that at least 50 percent of the sales of a product occur at that price.
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regular price
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Marketers advertising an artificially high regular price are unethically attempting to influence consumers'__________ perceptions.
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reference price
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__________ pricing tactics lower the price of a product below cost.
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Loss leader
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In a __________ pricing tactic, sellers advertise low prices and then aggressively pressure customers to purchase higher-priced versions of the product advertised with the low price.
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bait and switch
