When Hallmark cards introduced a line of 99-cent cards (about half the price of the previously least expensive cards it sold),the greeting card company was trying to appeal to a mass market that was price sensitive.Hallmark was using a __________ pricing strategy.
A)prestige
B)skimming
C)target ROI
D)penetration
E)experience-curve

Question

Quizplus · Accepted Answer

Penetration pricing is a strategy in which the price of a product is set low initially to attract a large number of customers, especially price-sensitive ones. This is exactly what Hallmark was doing by introducing a line of 99-cent cards to appeal to a mass market that was price sensitive.

When Hallmark Cards Introduced a Line of 99-Cent Cards (About