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. a. Habitual b. Variety Seeking d. Dissonance Reducing c. Complex

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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Q17

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.
a. Habitual
Complex
b. Variety Seeking d. Dissonance Reducing
16. Southwest Airlines sticks to a very basic, no-frills
model – just the flight at a reasonable cost. Shuttle by
United tries to build upon the basic flight by offering
other benefits such as first-class seating and other
amenities. These additional amenities might best be
described as:
a. Actual Product
b. Product Attributes d. Extended Product
c. Core Product
17. Augustine Medical is faced with a decision about how
to price the Bair Hugger heating system. What we
know is that it doesn't have a patent on the blower and
it is easy to copy, so competitors are likely to enter the
market. What kind of new-product pricing strategy do
you recommend for the BLOWER?
a. Market Penetration c. Market Skimming
b. Premium
d. Deep Discounting
18. Augustine DOES have a patent on the disposable
blanket, so it is not easily copied. Even if they price it
very high (10 times more than cost) they still are priced
very competitively in the marketplace. And they can
always lower the price on this unique product gradually
over time. This describes what kind of new product
pricing strategy?
a. Market Penetration c. Market Skimming
b. Premium
d. Cherry Picking
Transcribed Image Text: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. a. Habitual Complex b. Variety Seeking d. Dissonance Reducing 16. Southwest Airlines sticks to a very basic, no-frills model – just the flight at a reasonable cost. Shuttle by United tries to build upon the basic flight by offering other benefits such as first-class seating and other amenities. These additional amenities might best be described as: a. Actual Product b. Product Attributes d. Extended Product c. Core Product 17. Augustine Medical is faced with a decision about how to price the Bair Hugger heating system. What we know is that it doesn't have a patent on the blower and it is easy to copy, so competitors are likely to enter the market. What kind of new-product pricing strategy do you recommend for the BLOWER? a. Market Penetration c. Market Skimming b. Premium d. Deep Discounting 18. Augustine DOES have a patent on the disposable blanket, so it is not easily copied. Even if they price it very high (10 times more than cost) they still are priced very competitively in the marketplace. And they can always lower the price on this unique product gradually over time. This describes what kind of new product pricing strategy? a. Market Penetration c. Market Skimming b. Premium d. Cherry Picking
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