15. Most airlines offer the same service with very littledifferentiation. Air travel is usually infrequent andoften involves a fairly high expenditure. Given thesefacts, consumers often shop for the best, lowest price.Such consumer behavior is best described as.a. HabitualComplexb. Variety Seeking d. Dissonance Reducing16. Southwest Airlines sticks to a very basic, no-frillsmodel – just the flight at a reasonable cost. Shuttle byUnited tries to build upon the basic flight by offeringother benefits such as first-class seating and otheramenities. These additional amenities might best bedescribed as:a. Actual Productb. Product Attributes d. Extended Productc. Core Product17. Augustine Medical is faced with a decision about howto price the Bair Hugger heating system. What weknow is that it doesn't have a patent on the blower andit is easy to copy, so competitors are likely to enter themarket. What kind of new-product pricing strategy doyou recommend for the BLOWER?a. Market Penetration c. Market Skimmingb. Premiumd. Deep Discounting18. Augustine DOES have a patent on the disposableblanket, so it is not easily copied. Even if they price itvery high (10 times more than cost) they still are pricedvery competitively in the marketplace. And they canalways lower the price on this unique product graduallyover time. This describes what kind of new productpricing strategy?a. Market Penetration c. Market Skimmingb. Premiumd. Cherry Picking

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15. Most airlines offer the same service with very little differentiation. Air travel is usually infrequent and often involves a fairly high expenditure. Given these facts, consumers often shop for the best, lowest price. Such consumer behavior is best described as. abitual c. Complex ariety Seeking d. Dissonance Reducing

15. Most airlines offer the same service with very little differentiation. Air travel is usually infrequent and often involves a fairly high expenditure. Given these facts, consumers often shop for the best, lowest price. Such consumer behavior is best described as. abitual c. Complex ariety Seeking d. Dissonance Reducing

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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