2

While few would deny that Firat and Venkatesh have done much to explain the postmodern marketing condition, their analysis is not without its weaknesses. Many commentators would contest their inventory of overarching themes and, indeed, the very idea itself of identifiable overarching themes. Little is accomplished by reciting such shortcomings. It is sufficient to note that all manner of alternative takes on postmodern marketing are now available and all sorts of signature 'themes' have been suggested. Cova (1996), for example, considers it to be about the 'co-creation of meaning'. Thompson (2000) regards 'reflexivity' as the be all and end all. O'Donohoe (1997) draws attention to the importance of 'intertextuality'. And Sherry (1998) sets great store by PoMo's preoccupation with 'place'. The important point, however, is not that any of these readings is 'right' or 'wrong', but that postmodern marketing is itself plurivalent and open to multiple, highly personal, often irreconcilable interpretations. For my own part, I reckon that retrospection is the defining feature of the present postmodern epoch and acerbic comedian George Carlin concurs (Table 2.2). The merest glance across the marketing landscape reveals that retro goods and services are all around. Old-fashioned brands, such as Atari, Airstream and Action Man, have been adroitly revived and successfully relaunched. Ostensibly extinct trade characters, like Mr Whipple, Morris the Cat and Charlie the Tuna, are cavorting on the supermarket shelves once more. Ancient commercials are being rebroadcast (Ovaltine, Alka-Seltzer); time-worn slogans are being resuscitated (Britney Spears sings 'Come Alive' for Pepsi); and long-established products are being repackaged in their original, eye-catching liveries (Blue Nun, Sun Maid raisins). Even motor cars and washing

1.Which of the following is not one of the general pricing approaches?

2. If an abattoir sold offal to a pet food manufacturer and hence reduced the costs of the final

price of the meat to consumers, this would be an example of ________ pricing strategy.

3. Pricing products that must be used together with a main product is called ________ product

4. Price elasticity of demand means __________.

5. Which of the following is not one of the product mix and service mix pricing strategies?

6. ______________ costs do not vary with production levels or sales levels.

7. The objective of price can be:

8. Mark up pricing is a pricing _________ & geographical pricing is a ____________.

9. The three layers of packaging are:

10. Sales are declining, profits are also declining & competition is increasing. These indicate

that the product may be in:

11. The term brand equity refers to: