Multiple Choice
SCENARIOS
Continental Lite
In the mid-1990s,Continental Airlines chose to compete head-on with Southwest Airlines by launching Continental Lite,an alternative low-fare commercial airline passenger operation.Top executives at Continental had expected its no-frills operation to break even within a year of its inception,but the airline fell short of the goal.A source close to the company explained it by saying,"Its costs were too high,and its revenues were too low." Some observers criticized Continental's marketing efforts.When the no-frills service was first launched,it lacked a distinct name or identity,missing its chance to make a splash.Then Continental tried to sell three "brands" at once--Lite,a new premium service,and its more traditional long-haul domestic flights.As one rival expressed it,"You cannot be all things to all people."
-Refer to Continental Lite.Continental Lite's pricing objectives were based on gaining as much market share as possible from Southwest Airlines.This suggests that Continental Lite had _____ pricing objectives.
A) sales-oriented
B) need-oriented
C) profit-oriented
D) cost-oriented
E) status-quo
Correct Answer:

Verified
Correct Answer:
Verified
Q34: In the mature and highly competitive furniture
Q69: Price is defined as the perceived value
Q77: Break-even analysis determines what sales volume must
Q82: Markup pricing,adding an amount to cost to
Q103: Adequate distribution for a new product is
Q122: How do consumers use the price-quality relationship
Q123: The pricing policy used by Middleton Industries,manufacturer
Q124: As products enter the growth stage of
Q126: Queeg Industries sells all types of artists'
Q132: The point at which there is no