As the Marketing Director for a Chain of Mid-Priced Hotels

Multiple Choice

As the marketing director for a chain of mid-priced hotels, you've been directly involved in the development of a new hotel in the organization. This new Boston location will be quite different, with more amenities, better furnishings, and bigger rooms. Your boss, the CEO, has asked you to review several different pricing options and pick the one that sends a clear message to consumers. Which one do you choose?

A) A skimming strategy to communicate the prestigious, high-end image of the hotel
B) A penetration strategy to convince consumers to try the new hotel
C) A competitive strategy that is comparable to similar high-end hotels in the area
D) A penetration strategy to attract attention, followed by a competitive strategy with comparable hotels