The Marketing Manager of Icruise

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