When Developing a Good Promotion Blend, a Marketing Manager Should

question 98

Multiple Choice

When developing a good promotion blend, a marketing manager should:

• A) be more concerned with persuading the target customers than informing or reminding.
• B) determine who the firm is trying to influence.
• C) realize that the right blend depends more on what customers expect than on what the firm wants to accomplish.
• D) realize that promotion to final consumers is usually based on "pulling."
• E) None of these alternatives is true.

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Definitions:

Skimming Pricing

Setting the highest initial price that customers really desiring the product are willing to pay when introducing a new or innovative product.

Highest Initial Price

A pricing strategy where a new product is introduced to the market at a high price before possibly lowering it later based on demand and competition.

Innovative Product

A new or significantly improved product that introduces a novel feature or fulfills a specific need in a new way.

Skimming Pricing

A pricing strategy where a high price is set for a new product to maximize profits from segments willing to pay more, before prices are lowered over time.