英文版市場營銷學(xué)期末試卷11-資料下載頁
2025-06-29 04:53本頁面
【正文】 esults in extraordinarily fort and relaxation the key benefit of this product. The Floating Bed can support up to 2000 lbs and attaches to almost any bedroom ceiling using its patented suspension system. According to the pany, if a consumer does not find that the Floating Bed provides the best night sleep, the bed can be returned with a 30 day money back guarantee. Referring to information provided above answer the following questions.1. Please describe the potential target market of this floating bed. Please use the terminologies you learned in marketing. (6 points)AnswersStudents should use the terminologies. Terminology 1 point, description 1 point. Demographical PsychologicalGeographical 3c) What pricing strategy would you remend, skimming pricing or penetration pricing? Explain the reasons of your choice. (3 points)AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points. Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to themass market is penetration pricing, the exact opposite of skimmingpricing.b. The conditions favoring penetration pricing are:? Many segments of the market are price sensitive.? A low initial price discourages petitors from entering the market.? Unit production and marketing costs fall dramatically as productionvolumes increase.c. A firm using penetration pricing may:? Maintain the initial price for a time to gain profit lost from its lowintroductory level.? Lower the price further, counting on the new volume to generate thenecessary profit.d. Penetration pricing may follow skimming pricing:? A firm might initially price a product high to attract priceinsensitiveconsumers as well as recoup initial Ramp。D costs and introductorypromotional expenses.? Then, penetration pricing is used to appeal to a broader segment of thepopulation and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing,setting the highest initial price that customers really desiring the productare willing to pay.? These customers are not very price sensitive. They weigh the newproduct’s price, and quality against the same characteristics ofsubstitutes.? As consumer demand is satisfied, the firm lowers the price to attractanother, more pricesensitive segment.? Skimming pricing gets its name from skimming successive layers of“cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when:? Enough customers are willing to buy the product at the high initialprice to make these sales profitable.? The high initial price will not attract petitors.? Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs.? Customers interpret the high price as high quality.? These four conditions are most likely to exist when patents orcopyrights protect the new product or its uniqueness is understood andvalued by consumers.寧可累死在路上，也不能閑死在家里！寧可去碰壁，也不能面壁。是狼就要練好牙，是羊就要練好腿。什么是奮斗？奮斗就是每天很難，可一年一年卻越來越容易。不奮斗就是每天都很容易，可一年一年越來越難。能干的人，不在情緒上計(jì)較，只在做事上認(rèn)真；無能的人！不在做事上認(rèn)真，只在情緒上計(jì)較。拼一個(gè)春夏秋冬！贏一個(gè)無悔人生！早安！—————獻(xiàn)給所有努力的人.學(xué)習(xí)參
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