The ease of comparison on the Internet tends to en- courage price-based consumer decisions. What could MSC Cruises do to help take the consumer’s focus off price to some extent and consider other attributes? 10-20 Which of the three pricing strategies discussed would work best for MSC Cruises, given their overall market share growth goals? Why? 10-21 Review MSC’s pricing approach of providing a relatively low up-front price but then relying on additional sales for profitability. Outline the strengths and weaknesses of this approach. 10-22 Do you agree with MSC’s overall approach to pricing? What recommendations would you have for them, par- ticularly as they have a similar pricing structure to the market leaders?

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