10.10

1. 1. Listen to Track 82.

      Now answer the questions.

   1. What is the main topic of this lecture?

      1. How to determine the appropriate pricing for a luxury product
      2. Factors to consider in developing a marketing strategy
      3. Why some marketing strategies fail
      4. The differences between mass-market products and specialty products

   2. According to the professor, what might be two examples of a poor marketing strategy? Choose 2 answers.

      1. Selling products at a price lower than competitors’ products
      2. Using a mass-market distribution strategy for a luxury product
      3. Failing to consider the quality of a product in an advertising campaign
      4. Using promotions to encourage existing customers to repeat purchases

   3. Why does the professor talk about breakfast cereal?

      1. To provide an example of a product for which a broad placement strategy is appropriate
      2. To illustrate the difference between a perishable product and a nonperishable product
      3. To demonstrate how effective sales promotions can be
      4. To show that marketing encompasses much more than just advertising

   4. In the example about designer jewelry, what does the professor imply about offering price discounts?

      1. It is an effective way to generate new, profitable customers.
      2. It may result in opportunities to sell additional products to existing customers.
      3. It works against the image of the product being special.
      4. It can provide insight about which customers are likely to recommend the product to their friends.

   5. What is the professor’s point when she discusses advertising?

      1. It is only one of a variety of promotional techniques.
      2. Most people are not familiar with the tactics used in advertising to persuade people to buy products.
      3. No product can be sold successfully without advertising.
      4. It should not be used if the product is dangerous for some people.

2. 1. Listen to Track 83.

      Now answer the question.

   6. What does the professor mean when she says this?

      1. She is asking students what their preferred pricing strategies are.
      2. She is uncertain whether the point she is discussing is relevant to marketing strategy.
      3. She is trying to illustrate that pricing strategy involves more than just determining what consumers are willing to pay.
      4. She believes that some pricing strategies are always superior to others.