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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Pricing Objectives and Policies

Web Research Questions


1		Visit the Saturn car Web site. How has General Motors differentiated Saturn from other auto-makers in terms of pricing? (Warning: this Web site has a lot of graphics and may take a long time to load using slow Internet connections.)



2		Some companies are taking advantage of consumers' searching for a bargain price. In the travel industry there are two particularly well-known sites. Visit the Priceline and Hotwire Web sites. Compare and contrast the sites by trying to find a cheap flight on the same day between the same two cities. Which would you prefer to use when you travel? Is there still a place for travel agents?



3		It seems like "everyday low pricing" has become quite popular with many retailers. Search the Web and see how many Canadian retailers using this pricing policy you can find. Look at a few of their sites, comparing prices, and rate how believable their policy appears to be.



4		Predatory pricing is illegal in Canada. Write a short essay on Air Canada and the ruling against it by the competition bureau. Follow the chronology of events described on the Web site that led to the ruling. For more on the issue of predatory pricing, see page 552.

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