Very simple. Shitcoins that have no whitepaper and almost no development trades on small exchanges with a very small daily trading volume. You can buy this coin from yourself and sell it to yourself. This way you can make any price you want, having not a big amount of money
Yes, I think that's the way things are done. And if a company has sufficient funds, it's kind of a good move to create a false interest in the coin, pump it superhard, because then people of the exchanges will see how successful this coin is and notice something they wouldn't have the slightest idea about before. Yet I think that in the end it doesn't make a coin worth more money, since there are many such sudden pumps, people got used to them already.