The Marketing Manager of Icruise

Multiple Choice

The marketing manager of icruise.com (a Web site travel 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