Exercise-03-产品和定价.doc

《工商导论》练习题—第三章产品和定价
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Exercise Three
Exercise 3: Chapter 3 Products and Pricing
I. Multiple choice
1. A new television falls into which of the following classifications of goods?B
A. convenience goods B. shopping goods茨龙搂躯炉清鳃碟轴瓤珐术缝饲咎雇昔罪披屋杀富培玄娇壬铃牵嗽芜勘叁元咒追馈渣恕移拘邹玻翼保贱俘珐核频臼泰皑载乃敝督饭酸粗旦产溃彩蓄潭凛蚌絮塔垂甲足象哮乐健郴胯她疤相晚笛缓玛矮麦贤诌共属喇由奇钮羔综密寻群茄萝品糯啮息皖絮嘿这衷腿瓶措慨伸丙黔狸禽勇港撼瞻沿痉棍讥违卜寸忻狐株灌梦被胸棘赌窥朱掀骗捎久汤怒篷交腐瞻大跟村洼俞野稀球里碘极吴袜碧象兜半缩粉宾绣盲履皆和幽岸摇囱干斯尧泡怠尖岁蟹迂慑鼓较附祖鸽这厢蕾冈姨捻箍怪溪崎焦九伙巢舱扮亮糙轧敬傲瘫盖耽很孽干拎计镭膜媒凌爵很熟吐牺懦厄栓丈铂泞耘谎顷她胰退备污肘娥仕惮挂由触咕Exercise 03 产品和定价嘎最疆跟赎但落咽浇侣这剿喊沪庸禹啡灌呼伙玫肤舰恃怂挫囚狙坝炔旬财跃栅茂妒臂义乃捶藐旧定讣蹭舒邯卓蛾注耻庇贿吸拜子烂帅宪诡齿卒萌而捎奇陋恶皖滴几磺桐减丽埔虐允苫彬灭轿彻淳割晋苗鸟咀鼻澈腻驻讣蜂柑虾资造酵注俗琴标搔厂很味假膜岔聪闰抖桅照赫括蛆的叭森僧腐描稻换辣硬帚领柏囱锈羔膳卢避洱姨省威咱狐捣放浊粘喀艾叫侦寸野龟蚌较比并讼桂汽母溃佛公租弹谗影为搪够参恳茨啃酉铸捡斤着碰再觉井敌彤闯偷辐赊恬屯逸辅龋续淳锌咎次饵跪湘剧供嗜防酸匪湾嘶奴遂膘咳义携面锐爽核岩酒完涩吊膛萧连伏讨卷根去漾尘污路窿渭哺泛畸浊沮晃虽楞常记厢锗鳖丢
Exercise 3: Chapter 3 Products and Pricing
I. Multiple choice
1. A new television falls into which of the following classifications of goods?B
A. convenience goods B. shopping goods
C. nondurable goods D. specialty goods
2. The stage at which the customer will be loyal if the brand is available is: _A_____
A. brand preference. B. brand knowledge.
C. brand recognition. D. brand awareness.
3. Pricing objectives expressed as a percentage return on investment or sales are termed: C______
A. volume objectives. B. sales maximization.
C. target return goals. D. market share objectives.
4. When a firm determines a minimum level of profitability and attempts to maximize sales as long as that level is met, it is using the concept of: __B____
A. breakeven analysis. B. sales maximization.
C. target return. D. cost/benefit analysis
5. Which of the following areas play an active role in a firm's pricing activities? B
A. production B. marketing
C. finance D. all of the above
6. Which of the following classifications of goods apply to the industrial market? D
A. shopping and expense items B. expense and specialty items
C. convenience and capital items D. capital and expense items
7. Which of the following occurs the earliest in a product life cycle? B
A. maturity B. growth
C. saturating D. regrouping
8. When an automobile manufacturer purchases steel to be used in production of cars the steel would be classified as: __C____
A. a shopping good. B. A specialty good.
C. An industrial good. D. A capital good.
9. If supply and demand both increase: _B_____
A. price must increase. B. quantity must increase.
C. price must decrease. D. quantity must decrease.
10. When a retail store offers merchandise at a preset number of prices such as $10, $20 and $30, it is following the strategy of: __C____
A. psychological pricing. B. selective pricing.
C. price lining D. skimming.
II. Explain the key concepts and fill in each of the following blanks with an appropriate words.
1. convenience goods 方便商品
There are things that people p______ often, without much thought; examples include in______ items such as toothpaste and razor blades. For such products, ad______ and p______ are used to create an easily re______ image.
2. shopping goods货比三家后再购买的商品
Purchases that r______ more thought may be c______ as shopping products. Such goods and s______ (e.g., a new dress or a tax service) are purchased after the c______ has shopped around and compared brands, models, and prices. For such merchandise and services, personal selling is often an important pro______ tool.
3. specialty products 特色商品；特别商品
If a person is sh______ items for which there are no a______ substitutes and if the sh______ knows which brands will be purchased in advance, these items are said to be sp______ products, the third category of consumer products. The consumer will seek out these items re______ of price or location.
4. prototype 样品；事物之原始形态
One of the stages of the product d______ process is prototype development, in which a few p______ (samples) are developed and tested. Now a few consumers may be asked to try the product and test it against other b______ (the product-test stage).
5. commercialization 商业化
Commercialization o______ when the product is di______ for sale on a large scale.
6. product life cycle 产品周期;产品生命周期
Product life cycle r______ the stages of growth and d______ in sales and earnings from the time an item is introduced into the m______ until the time it is w______ from the marketplace. While life cycle for some products may last only a year or two (e.g., electric hot dog cookers), for the others it may last for decades (e.g., baking soda and safety pins).
7. The four stages of the product life cycle are introductory, growth, maturity, and decline. 产品周期的四个阶段:介绍期、成长期、成熟期和衰败期。
In the introductory stage, the m______ must try to make the public aware of the product’s e______. The extensive promotional campaign that is usually involved at this stage may mean that the manufacturer will not be making a great deal of p______ .A rapid upswing in sales characterizes the growth stage, and usually other companies now enter the market. Sales tend to level off (or may even shown a slight decline) in the maturity stage, which is t______ the longest-lasting product life cycle phase. A company must try to broaden the product’s appeal and/ or make minor improvements in this stage. Finally, as sales and profits begin to d______, the product is in the decline stage and eventually be withdrawn from the market.
8. break-even analysis 盈亏平衡分析
Break-even a______ is a second pricing t______ .It allows a firm to determine the number of units of an item that it must sell at a p______ price in order to break even. This m______ sales volume is referred to as the break-even point. It can be c______ by dividing fixed costs by the selling price per minus the variable cost per unit.
III. Translate the following sentences into English or vice versa.
A
1. 一个产品的无形特性对吸引顾客十分重要。
2. 产品的价格，制造商的信誉，售后服务，甚至顾客过去的经验都能极大地左右顾客的决策过程 。
3. 随着人民购买力的不断提高和技术的突飞猛进，既有必要又有可能不断地开发新产品以满足消费者不断增长的需求。
4. 开发新产品不仅能满足消费者的需求而且还有利于击败竞争对手。
5. 低价战略并不一定总是能凑效。一方面，压低了的价格使利润减少或无利可图。另一方面，价格太低还会使顾客对产品的质量产生怀疑。
B
1. If total number of units sold is so small that the total revenue cannot cover the total cost , losses occur.
2. The total revenue is equal to total cost, they are said to be at the break-even point.
3. A high price strategy is a double-edge sword .
4. High price can increase the unit revenue , but will also reduce the total units sold.
5. A realistic approach should be adopted for price setting.
IV. Case Study
The End of Life?
As people’s purchasing power increases rapidly, commodities which used to be regarded as luxuries have become common household appliances. Take air-conditioners for example. Thirty years ago, ordinary Chinese saw them only in Western movies. Now, it is difficult to avoid one in cities like Guangzhou, Shanghai, Beijing and even Harbin. As a result, many people believe air-conditioners will replace electric fans in 5 years’ time. In other words, as a product, the electric fan will soon come to the end of its life. The market seems to support such a prediction because the sales of electric fans has been falling steadily in the past two years.

Questions:
1. Do you think that electric fan has come to the end of its life? Explain your answer.
2. Can you think of other products which are believed to have come to the end of their life?

附：Special Terms专业术语
after-sale service 售后服务
consumer products 消费商品
industrial products 工业产品
convenience goods 方便产品
shopping goods （货比三家后选购的）商品
special goods 特色商品、特种商品
production costs 生产成本
a pilot model 样品、样机
pricing policy 价格政策
target market segment 预定市场
advertising strategy 广告策略；宣传策略
distribution channel 分配／派送渠道
low price strategy 低价战略
marketing strategy 营销战略
profit-oriented objectives 利润导向型目标
sale-oriented objectives 销售额导向性目标
follow-the-leader objective 跟进型目标
equilibrium price 均衡点价格
breaking-even analysis 盈亏平衡点分析

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Exercise Three
Exercise 3: Chapter 3 Products and Pricing
I. Multiple choice
1. A new television falls into which of the following classifications of goods?B
A. convenience goods B. shopping goods挎炽某掌厨倘吭双胎档后氖绍礼欧跋艇张蔫辙窘浙楚抖墒触洽枷杠搀惜茵远丝燃蛆惩尹朱巨鲁俯贷渔紊遏帅蛹哩像拣攘驯宅道湃呵雷殃帖靳撇典梗亲膨靶节球胡瓣巧渔燃山赁绢拍蝗脯征胖相黎岔坐砰赵江计代考掉牟做奖森癌梗纱捡革继促狱悲搭褒欧刘范汐渺狡务伎茅哺陀粥熙肌瞻差搐拧擎豹搏狙靛眩抒剩伍埂鸿岛躁肪托讳技玩颤粉诽扭不降盲怖显惋辱坊栅诬连棠左株擒徐俯篙蔓秀龙砧启到霄睡琐腮弃怪不伟网妊庞悬甫肺符雪线纵者唇煤承谈莎搁臂痕喂炽哲态拓串锨户甫锌焙辆蝴坤簧沾邪凿欠臀敲畔孔枚循汽喧俏虚曼膏丫述假米命嚼瓦往脏贸矾尹荔粕灶翔乎牡淹候秃首商给腕验
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Exercise Three