Principles of Marketing, Student Value Edition (17th Edition)
Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 10, Problem 10.4DQ
Summary Introduction

To discuss: The price and demand relationship.

A pricing strategy considers portions, capacity to pay, economic situations, contender activities, trade margins and input costs, among others. It is focused at the characterized customers and against contenders.

Summary Introduction

To discuss: The factors that must be considered when setting prices.

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In a small group, discuss your perceptions of value and how much you are willing to pay for the following products: automobiles, frozen dinners, jeans, and athletic shoes. Are there differences of opinion among members of your group? If so, explain why those differences exist. Discuss some examples of brands of these products that are positioned to deliver different value to consumers. (AACSB: Written and Oral Communication; Reflective Thinking)
Identify a product offered by a manufacturer using a dual-distribution approach (ex: brick and mortar, physical location versus online).  Are there differences between the customers targeted by each approach? How do the purchase experiences differ? Do you think online sales will eventually cause brink and mortar businesses to cease to exist?  Why?
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