In the 1930s, the De Beers marketing campaign suggested that men should spend a single month's salary on an engagement ring. In the 1980s, it became two months. What was De Beers trying to do? O Create value perceptions O Set a price to break even on the costs of selling diamond rings Market penetration pricing O Determine prices based on competitors' prices

Contemporary Marketing
18th Edition
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Louis E. Boone, David L. Kurtz
Chapter13: Pricing Concepts
Section13.7: Applying Breakeven Analysis
Problem 1LO
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In the 1930s, the De Beers marketing campaign suggested that men should spend a single month's
salary on an engagement ring. In the 1980s, it became two months. What was De Beers trying to
do?
Create value perceptions
Set a price to break even on the costs of selling diamond rings
Market penetration pricing
O Determine prices based on competitors' prices
Transcribed Image Text:In the 1930s, the De Beers marketing campaign suggested that men should spend a single month's salary on an engagement ring. In the 1980s, it became two months. What was De Beers trying to do? Create value perceptions Set a price to break even on the costs of selling diamond rings Market penetration pricing O Determine prices based on competitors' prices
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