Marketing Final Exam

Pack includes four tickets to an atlanta braves game

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Unformatted text preview: cludes four tickets to an Atlanta Braves game, four hot dogs, four Cokes, a parking pass, and a game program for $157. This price is significantly lower than the cost of purchasing these items individually. The Braves are using: a. price lining b. two-part pricing c. price maintenance d. price bundling e. price bracketing ANS: D Marketing two or more products in a single package for a special price is called price bundling. PTS: 1 REF: 330 Thinking KEY: CB&E Model Pricing OBJ: 20-3 TOP: AACSB Reflective MSC: BLOOMS Application 87. The Comcast Triple Play package includes cable television, Internet, and telephone service for a price significantly lower than the cost of the three services priced separately. This is an example of: a. multiple unit pricing b. professional services pricing c. price lining d. price bundling e. two-part pricing ANS: D Marketing two or more products in a single package for a special price is called price bundling. PTS: 1 REF: 330 Thinking KEY: CB&E Model Pricing OBJ: 20-3 TOP: AACSB Reflective MSC: BLOOMS Application 88. In a catalog targeted to people who like to bake, customers can buy a single yeast bread mix designed specifically to be baked in bread machines for $3.95 each or 12 different mixes for $37.50. This is an example of: a. price bundling b. CRM pricing c. psychological pricing d. penetration pricing e. status quo pricing ANS: A The 12 items sold together are priced less expensively than if purchased separately. PTS: 1 REF: 330 Thinking KEY: CB&E Model Pricing OBJ: 20-3 TOP: AACSB Reflective MSC: BLOOMS Application 89. Reducing the services that come with the basic product is called: a. demarketing b. c. d. e. contraction two-part pricing retroactive pricing unbundling ANS: E Unbundling is done instead of raising the price. PTS: 1 REF: 330 Thinking KEY: CB&E Model Pricing OBJ: 20-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 90. Tickets to a combined amusement park and water slide were $49 for the day. Then the company gave customers the option to purchase tickets for either the amusement park or the water slide for $18. To help keep costs in line, the park management also began charging its customers a small parking fee. Initially, the cost of parking was figured into the $49 price. The amusement park is using: a. price lining b. potential (or base) pricing c. unbundling d. professional services pricing e. price maintenance ANS: C Reducing the bundle of services that comes with the basic product is called unbundling. PTS: 1 REF: 330 Thinking KEY: CB&E Model Pricing OBJ: 20-3 TOP: AACSB Reflective MSC: BLOOMS Application 91. Louisiana State University (LSU) football season ticket holders have to pay a fee (also known as a “donation”) to the LSU Foundation every January, which is not deemed to be part of the ticket price. They pay for their tickets later in the year for the next football season. The Foundation fee must be paid in order to retain the rights to purchase a season ticket. LSU...
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This document was uploaded on 09/29/2013.

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