Chapter 10 Quiz
________ is the only element in the marketing mix that produces revenue.
Price
________ involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for effort and risk.
Cost-based pricing
________ pricing uses buyers' perceptions of value as the key to pricing.
Customer value-based
Which of the following shows the number of units the market will buy in a given time period, at different prices that might be charged?
demand curve
Developing an effective integrated marketing mix program involves coordinating price decisions with product design, promotion, and ________ decision
distribution
Under oligopolistic competition ________.
he market consists of only a few large sellers
Dips in the economy and the instant price comparisons made possible by the Internet have contributed to ________.
increased consumer price sensitivity
The Great Recession of 2008 to 2009 triggered a shift in consumer attitudes toward ________.
price and quality
In which situation is the market dominated by one seller?
pure monopoly
Price setting is usually determined by ________ in small companies.
the top managers