The marketing manager of icruise.com (a website 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 December. However, the vice-president of finance is committed to reporting a 25 percent return on investment at all times. What does this conflict illustrate?
a.
how target markets can be ignored
b.
how pricing operates in a mature marketplace
c.
a lack of corporate concentration on the marketing concept
d.
the need for tradeoffs in pricing objectives
Answer: D