Marketing Exam 2 Review

The key to​ Hammerpress's capability to meet its​ customers' needs and budget​ goals, while maintaining its​ profitability, lies in which of the following pricing​ tactics?

Dynamic Pricing

In the​ 1990s, which distribution channel did Progressive​ add?

Online, direct channel

A large ink jet printing company enters the letter press market and sells its printing services at a loss just to drive Hammerpress out of business. This is an example of​ _________.

Predatory Pricing

During the​ 1980s, Progressive added which type of marketing​ channel?

Direct

Prior to​ 1945, Progressive, like all insurance​ companies, used which of the following marketing​ channels?

Direct

Which of the following is true regarding​ Progressive's advantage of adding a direct marketing channel in the​ 1980s?

Increased market share through streamlined marketing

Hammerpress must decide how to price the standard​ run-rate items it​ sells, such as business​ cards, wedding​ invitations, and posters. Which type of pricing strategy is​ this?

Product Line Pricing

If​ Brady, the owner of​ Hammerpress, strategically discounts the price of all gift cards by​ 20% during the holidays and runs a campaign to encourage gift card​ purchases, he is implementing which type of​ pricing?

Promotional

Which of the following best describes the value that was added when agents were added to​ Progressive's marketing​ channel?

Increased customer service

Hammerpress utilizes different pricing strategies than other printing​ companies, which sell printers to the​ home-printing market at a low price point and then sell the continual ink cartridge purchases at a high price point. Which type of pricing strategy is​ this?

Captive Product Pricing