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E Marketing 6th Edition Strauss Test Bank
E Marketing 6th Edition Strauss Test Bank
E Marketing 6th Edition Strauss Test Bank
Bank
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CHAPTER TEN
PRICE: THE ONLINE VALUE
Multiple Choice
1. Broadly speaking, the definition of price includes all of the following values except
________.
a. money
b. time
c. physical cost
d. psychic cost
(c; Easy; LO1; Analytic Skills)
2. ________ refers to the idea that both buyers and sellers 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. All of the following are cost savings enjoyed by shoppers online except ________.
a. the internet is convenient
b. the internet is fast
c. shipping costs are reduced
d. integration saves time
(c; Difficult; LO2; Analytic Skills)
4. 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. seller control
b. buyer control
c. dynamic pricing
d. the winner’s curse
(d; Moderate; LO2; Analytic Skills)
5. ________ power is based largely on the huge quantity of information and product
availability on the Web.
a. Buyer
b. Seller
c. Market
d. All of the above
(a; Easy; LO2; Analytic Skills)
1
6. ________ is the most common profit-oriented objective for pricing.
a. Competition-based pricing
b. Dynamic pricing
c. Current profit maximization
d. Segmented pricing
(c; Difficult; LO3; Analytic Skills)
7. Which of the following attributes of the internet puts upward pressure on prices?
a. online customer service
b. affiliate programs
c. customer acquisition costs
d. all of the above
(d; Moderate; LO4; Analytic Skills)
8. Which of the following attributes of the internet puts downward pressure on prices?
a. distribution
b. price dispersion
c. self-service order processing
d. all of the above
(c; Difficult; LO4; Analytic Skills)
9. All of the following are types of markets recognized by economists except ________.
a. pure competition
b. oligopolistic monopoly
c. monopolistic competition
d. oligopolistic competition
(b; Moderate; LO4; Analytic Skills)
10. 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)
11. ________ refers to the variability of purchase behavior with changes in price.
a. Price elasticity
b. Price transparency
c. Dynamic pricing
d. Competition-based pricing
(a; Moderate; LO1; Analytic Skills)
2
12. Which of the following are possible explanations of online price dispersion?
a. delivery options
b. time-sensitive shopping habits
c. switching costs
d. all of the above
(d; Moderate; LO4; Analytic Skills)
13. ________ shopping agents guide the consumer through the process of quantifying benefits
and evaluating the value equation.
a. First-generation
b. Second-generation
c. Third-generation
d. Fourth-generation
(b; Easy; LO5; Analytic Skills)
14. 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)
16. ________ pricing uses the internet properties for mass customization, automatically
devising pricing based on order size and timing, demand and supply levels, and other
preset decision factors.
a. Promotional
b. Auction
c. Segmented
d. Negotiated
(c; Difficult; LO1; Analytic Skills)
3
17. In order to avoid upsetting customers who learn they are getting different prices than
their neighbors, e-marketers should use customer-accepted reasons. These 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)
18. When using ________ segment pricing, a company may set different prices when selling a
product in different states or regions.
a. value
b. distance
c. geographic
d. market
(c; Easy; LO3; Analytic Skills)
19. ________ 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 segmenting
d. Dynamic pricing
(a; Easy; LO3; Analytic Skills)
21. 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 sellers to negotiate
(b; Moderate; LO2; Analytic Skills)
4
22. Companies select market oriented pricing on the internet to ________.
a. maximize profits
b. grow market share
c. increase return on investment (ROI)
d. all of the above
(b; Moderate; LO1; Analytic Skills)
True/False
23. Today’s buyer must be quite sophisticated to understand even the simple dollar cost of a
product.
a. True
b. False
(a; Moderate; LO2; Analytic Skills)
24. The seller’s perspective on pricing includes both internal and external factors affecting
pricing levels.
a. True
b. False
(a; Difficult; LO3; Analytic Skills)
25. The objective of competition-based pricing is to price according to the company’s costs or
demand.
a. True
b. False
(b; Moderate; LO1; Analytic Skills)
26. Price dispersion is the observed spread between the highest and lowest price for a given
product.
a. True
b. False
(a; Easy; LO4; Analytic Skills)
28. Menu pricing is the strategy of offering different prices to different customers.
a. True
b. False
(b; Difficult; LO1; Analytic Skills)
5
29. In terms of dynamic pricing, negotiation is most often initiated by the seller.
a. True
b. False
(b; Difficult; LO1; Analytic Skills)
30. With value segment pricing the seller recognizes that not all customers provide equal
value to the firm.
a. True
b. False
(a; Moderate; LO3; Analytic Skills)
31. Giving high-value customers the first shot at discounts will reinforce their loyalty.
a. True
b. False
(a; Easy; LO5; Analytic Skills)
32. Tax benefits are the only likely benefit of bartering over other pricing strategies.
a. True
b. False
(a; Moderate; LO1; Analytic Skills)
33. Online sellers are less willing to negotiate than offline sellers, giving more power to seller.
a. True
b. False
(b; Easy; LO1; Analytic Skills)
34. A key issue for companies who have an online and an offline presence is how to
coordinate pricing between the two channels.
a. True
b. False
(b; Easy; LO5; Analytic Skills)
6
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Language: French
PARIS
ERNEST FLAMMARION, ÉDITEUR
26, RUE RACINE, 26
LIBRAIRIE E. FLAMMARION
EN PRÉPARATION :
PRÉAMBULE
LE BUT ET LE PLAN
CHAPITRE PREMIER
LE BONHEUR
Nous aussi, nous croyons à une vie meilleure, à une vie future.
Mais nous ne la garantissons pas dans cet au-delà de la mort que
nul encore n’a sondé d’un regard certain. Notre vie meilleure, c’est
celle de nos descendants. Notre vie meilleure, c’est l’Avenir. Elle
n’est pas dans le ciel. Elle est sur la terre. C’est la vie que nous
forgeons pour ceux qui nous succéderont. Nous y croyons parce que
nous y travaillons, parce qu’elle est le prolongement de notre vie.
Voilà l’acte de foi qui doit nous soutenir au cours de notre existence.
Cette vie meilleure, nous ne l’attendons pas dans la résignation,
sous le joug des dogmes. Nous la préparons, nous apportons notre
humble pierre à l’édifice, dans le courage et l’allégresse.
J’entends des gens dire que nous avons la même mentalité que
l’homme des cavernes, que la morale n’a pas fait de progrès,
parallèlement à la science et sous son influence.
Est-ce bien sûr ? Et surtout s’est-il écoulé assez de temps pour
que ces progrès nous soient sensibles ? Les phénomènes
d’évolution, ceux qui ont sculpté la surface de la terre, ceux qui ont
peu à peu réalisé l’être humain, sont tellement lents, exigent tant de
milliers d’années !
Les notions acquises depuis quelques siècles seulement
modifient peut-être l’esprit de l’homme. Mais l’empreinte n’est pas
encore assez profonde pour que nous discernions ce relief nouveau.
Prenez en exemple la conception de l’infini, la conception qu’il y
a des astres derrière les astres, qu’il n’y a pas de limites à l’espace.
Elle est récente, puisque les anciens voyaient un univers borné,
voûté. Elle est fille de l’astronomie moderne. Or, cette notion de
l’infini, de notre terre perdue comme un grain de boue, comme une
cellule isolée d’un organisme immense, cette notion n’est-elle pas
pour nous montrer la petitesse, la vanité de nos querelles, de nos
luttes, et par conséquent pour améliorer peu à peu la morale ? Ne
donne-t-elle pas à l’esprit une sorte d’apaisement bienfaisant, cette
sérénité de l’aéronaute ou de l’aviateur qui vogue dans l’espace ?
Peut-être cette influence d’une vérité neuve s’exerce-t-elle en ce
moment même sur nos cerveaux ? Peut-être modifie-t-elle le sens
de nos élans, de nos aspirations ? Mais la métamorphose est trop
fraîche, trop actuelle, pour que nous en prenions nettement
conscience.
La connaissance de l’avenir.
L’héritage du passé.