5. The marketing manager of a large truck manufacturer was surprised to learn that the price lists generated by his department had little relation to the prices that were actually charged to customers. The company's finance department often changed the prices to confirm to profit goals before the prices reached the company's sales force. The salespeople often gave customers discounts to increase their sales volume. The operations manager made price adjustments to accommodate delays in promised shipping times. a. Why is this situation undesirable for the company? b. What can be done about this situation?
5. The marketing manager of a large truck manufacturer was surprised to learn that the price lists generated by his department had little relation to the prices that were actually charged to customers. The company's finance department often changed the prices to confirm to profit goals before the prices reached the company's sales force. The salespeople often gave customers discounts to increase their sales volume. The operations manager made price adjustments to accommodate delays in promised shipping times. a. Why is this situation undesirable for the company? b. What can be done about this situation?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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