mktg ch 20

Maintaining or increasing market share

can be achieved even if industry sales are flat or decreasing

A market share objective

can be used effectively whether total industry sales are rising of falling.

Gambrel Designs thinks its new product, the automatic dog walker, will have a short product life cycle. Its marketing department sets its primary pricing objective as

cash flow

Which of the following pricing objectives sets prices to recover cash as quickly as possible?

cash flow

Companies that focus on particular product categories and rely on everyday low pricing to acquire a large market share through aggressive and competitive pricing strategies are

category killers

A firm establishes which of the following pricing objectives to maintain or increase its product's sales in relation to total industry sales?

market share

If Nabisco had established a pricing objective of selling one out of every three crackers consumed in the world, it would have established an objective based on

market share

If an organization sets prices to recover research and development expenses and establish a premium quality image for its product, it would be using a ___ pricing objective.

product quality

Westin inc has an objective of achieving a 25% return from its overall sales. This is an example of a ___ pricing objective

profit

Research indicates that both market share and ___ are good indicators of profitability.

profit quality

For customers, value is a function of the product's

quality attributes

A marketer is most likely to set prices according to a cash flow objective when a

quick return on investment is desired

Most pricing objectives based on ___ are achieved by trial and error bc not all cost and revenue data are available when prices are set.

return on investment

Maintaining a certain market share, meeting competitors' prices, maintaining favorable image, and achieving price stability are all associated with a ___ pricing objective.

status quo

Which objective deemphasizes price and can lead to a climate of nonprice competition in an industry?

status quo

Running a big sale in order to generate enough cash flow to pay creditors is typical in a situation in which a firms primary pricing objective is

survival

When a company adjusts the price level so that it can increase sales volume to levels that math the organizations expenses, it is said to employ a ___ objective

survival

When consumers are making do with less expensive products and shopping more selectively, manufacturers and retailers must focus on the ___ of their products

value