The Marketing Manager of Pickacruise

question 9

Multiple Choice

The marketing manager of pickacruise.com (a travel Web site targeted at consumers who want a luxury vacation) finds that the firm can increase its market share and become the industry leader if it slashes prices by 50 percent during the month of December.However,the Vice President of the finance department is committed to reporting a 25 percent Return on Investment (ROI) at all times,which cannot be achieved if the firm slashes its prices.This conflict illustrates:

• A)a need to eliminate low-profit products.
• B)a lack of competition in the marketplace.
• C)how pricing operates in an ideal marketplace.
• D)the need for trade-offs in pricing objectives.

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Definitions:

Keeping Up Morale

The act of maintaining or improving the confidence, enthusiasm, and discipline of a group or individual, especially in challenging situations.

Communicating A Vision

The process of articulating and spreading a clear, compelling picture of a future state or goal to inspire others.

Transformational Leadership

The elevation of the potential of followers beyond previous expectations; the ability to raise aspirations and achievements to new levels of performance primarily as a result of the intelligence, charm, and talents of a charismatic leader.

Assessment Instrument

Tools or methods used for evaluating the performance, skills, abilities, or characteristics of individuals or groups.