30.) The practice of a manufacturer selling the same product to different wholesalers at different prices under similar circumstances is called:

a.) price discrimination

b.) horizontal price fixing.

c.) vertical price fixing.

d.) unit pricing

e.) predatory pricing

36.) Cable and satellite television offers today’s consumers a vast amount of viewing alternatives. As a result, the amount of money firm’s spend on advertising is rapidly changing. Cable and satellite television contribute to (the) ____________ which helps explain the shift away from advertising to sales promotion.

a.) short term orientation and corporate reward structures

b.) splintering of the mass market

c.) reduced brand loyalty

d.) increased brand parity

e.) balance of power transfer