The Marketing Manager of Icruise

question 72

Multiple Choice

The marketing manager of icruise.com (a travel Web site targeted to consumers who want a luxury vacation) finds that the firm can gain market share and become the industry leader if it slashes prices by 50 percent during the month of December.However,the vice president of finance is committed to reporting a 25 percent return on investment at all times.This conflict illustrates:

• A) a need to eliminate low-profit products
• B) a lack of corporate concentration on the marketing concept
• C) how pricing operates in a mature marketplace
• D) the need for trade-offs in pricing objectives
• E) how target markets can be ignored

---

Definitions:

Direct Labor

Labor costs directly associated with the production of goods or services, involving work that can be directly traced back to specific products.

Direct Materials Price Variance

A measurement of the difference between the actual cost of direct materials and the standard cost expected to be paid, expressed in monetary terms.

Direct Materials Quantity Variance

A measure of the difference between the actual quantity of materials used in production and the standard amount expected, valued at the standard cost.

Variable Overhead

Costs incurred during production that fluctuate with production volume, such as utilities or materials.