EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461434
Author: Armstrong
Publisher: YUZU
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Chapter 11, Problem 11.22MML
Summary Introduction
To discuss: Implementation of segmented pricing and conditions required for success.
Segmented pricing is fixing different prices in reference to the product forms, customers, times, and location. For example: Seasonal pricing in booking of hotel rooms. Discounts provided on booking bulk orders.
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Write the best answer in the blank.
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Home Depot targets the Professional segment (e.g. contractors, builders etc). They purchase in bulk and generally have specific delivery requirements because of the types of products they purchase. Home Depot uses what basis of segmentation to target their “Pros”: _______________________
This print ad is targeting a consumer that most likely falls into this Maslow’s Hierarchy of Needs category:
a) Self-Actualization
b) Physiological Needs
c) Love and Belonging
d) Safety and Security
e) None of the Above
Self-image congruence models suggest that we choose products when their attributes match some aspect of the self. Beyonce’s Beehive fan club uses this theory of the self-concept:
a) Looking Glass Self
b) Influential Self
c) Ideal Self
d) Extended Self
e) None of the above
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