25. Using _, researchers measure consumer responses to new products and marketing tactics in laboratory stores or virtual online shopping environments.
(A) simulated test markets
(B) controlled test markets
(C) business analysis
(D) standard test markets
(E) concept development

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國立臺北大學 112 學年度日間學士班轉學生招生考試試題

學制系級：休閒運動管理學系日間學士班 2 年級

科 目：行銷學

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26. A _ pricing strategy for an offering begins with an assessment of customer needs and perceptions. Then a target price is set based on customer perceptions of worth.(A) cost-based(B) target costing(C) value-based(D) value-added(E) competition-based

27. Providing extra amenities to differentiate and support high-priced products is referred to as _ pricing.(A) high-low(B) value-added(C) target return(D) everyday low(E) cost-plus

28. Under _, the market consists of many buyers and sellers trading over a range of prices rather than a single market price.(A) pure competition(B) monopolistic competition(C) oligopolistic competition(D) a pure monopoly(E) a pure monopsony

29. With each new generation of Apple iPhone, iPad, or Mac computer, new models start at a high price then work their way down as newer models are introduced. Apple initially uses a _ strategy.(A) market-skimming(B) target costing(C) deceptive(D) market-penetration(E) predatory

30. Establishing prices for razor blades that must be used with a razor blade system is known as _ pricing.(A) by-product(B) market-penetration(C) product line(D) product bundle(E) captive-product試題隨卷繳交接下頁7國立臺北大學 112 學年度日間學士班轉學生招生考試試題學制系級：休閒運動管理學系日間學士班 2 年級科 目：行銷學第7頁 共10頁☐可 ☑不可使用計算機

31. Pricing a product based on consumers' reference prices is referred to as _ pricing.(A) geographical(B) psychological(C) allowance(D) by-product(E) captive-product

32. Wilkinson & Company sells plumbing supplies across the United States. Wilkinson uses Chicago as its central location for determining freight costs regardless of the city from which products are actually shipped. For example, a Dallas customer pays the freight cost from Chicago to Dallas even if the goods are shipped from Dallas. Wilkinson most likely uses _ pricing.(A) basing-point(B) FOB-origin(C) freight-absorption(D) zone(E) reference

33. Mary Kay Cosmetics and Amway sell their products through home and office sales parties, online websites, and social media. Both companies use a(n) _ channel to distribute their offerings.(A) functional(B) indirect(C) direct(D) layered(E) behavioral

34. Performance Inc. sells its newest athletic shoe styles to The Sneaker Store and distributes dated or slightly defective merchandise through Sports Discounters. Performance Inc.'s main competitor is Topnotch Manufacturers. Performance Inc. also markets its products through the company website. They decide to offer a short-term online promotion to encourage consumers to buy their newest athletic shoes, promoting a 20 percent discount off current retail prices. In such a distribution channel, which of the following would be considered a vertical conflict?(A) a conflict between Performance Inc. and The Sneaker Store(B) a conflict among Performance Inc., The Sneaker Store, and Sports Discounters(C) a conflict between The Sneaker Store and Sports Discounters(D) a conflict between Performance Inc. and Sports Discounters(E) a conflict between Performance Inc. and Topnotch Manufacturers

35. Integrating the entire distribution chain—from its own design and manufacturing operations to distribution through its own managed stores—has turned Spanish clothing chain Zara into the world's fastest-growing fast-fashion retailer. This is an example of a(n) _.(A) contractual VMS(B) corporate VMS(C) administered VMS(D) horizontal VMS(E) direct VMS

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