9. You are the CEO of a baked-goods plant located in the South Bronx. You have gotten into the doughnut
business and your marketing Vice President suggests using a brand name that suggests that the
doughnuts are made in the old fashioned way. She suggests
1. Discuss fully skimming and penetration pricing strategies.
Skimming pricing strategy is one of three alternative pricing strategies an organization can employ when
introducing a new product or service to the marketplace. Skimming refers to setting the
1. Discuss fully the 3 types of Target Market Coverage.
The three types of target market coverage are intensive distribution, exclusive distribution, and
selective distribution. Intensive distribution means that a manager attempts to distribute the
1. Discuss fully the four factors that influence the development of the integrated marketing
communication mix. (Ch. 6 p 266-268)
The four factors that influence the development of the integrated marketing communication mix
are: the information requiremen
1. Discuss fully the differences amongst fixed costs, variable costs, relevant costs, and sunk costs
mentioned in Chapter 2.
Fixed costs are those that do not fluctuate with output volume within the budget year but do
become progressively smaller per unit
1) Discuss fully the problem facing the company.
The company in this case is simply Larry Brownlow, who has plans to open a Coors beer distributorship in
Southern Delaware. Since Larry is pursuing his MBA, he hasnt had as much time as he hoped he would
1. Discuss fully the problem facing the company.
The company, Zenith Pet Foods, would like to enter their Show Circuit frozen dog food into a
more general market. There are a few problems with this. The first is the already established
competition they wi