Question:

a) Wilson Publishing - which publishes a series of textbooks in management by different authors - intends to give a new book on Marketing. Marketing is an area they have never ventured into until now. The Marketing textbook will be aimed at undergraduate students around the world.

Outline a marketing research project with the objective of assessing the demand for the book.

b) Contrast the three general approaches to setting prices.

c) Companies bringing out a new product can choose between two broad strategies: market-skimming pricing and market-penetration pricing. Distinguish between the two and identify for which type of products marketers will use each type of strategy.

d) Show the types of segmented pricing.