The Marketing Manager of Icruise

Multiple Choice

The marketing manager of icruise.com (a website targeted to consumers who want a luxury vacation) finds that the firm can gain market share and become the industry leader if it cuts prices by 50 percent during December. However, the vice-president of finance is committed to reporting a 25 percent return on investment at all times. What does this conflict illustrate?

A) a need to eliminate low-profit products
B) how pricing operates in a mature marketplace
C) the need for trade-offs in pricing objectives
D) how target markets can be ignored