EBK MINDTAPV2.0 CONTEMPORARY MARKETING,
EBK MINDTAPV2.0 CONTEMPORARY MARKETING,
17th Edition
ISBN: 9781337091022
Author: Kurtz
Publisher: VST
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Chapter 18, Problem 10ALR
Summary Introduction

To discuss: The manner in which pricing objectives for the global firm differs from those used generally.

Pricing objective is a goal that guides a business in fixing the price of the product or service to its potential customers.

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How do pricing objectives for a global firm differ from thoseused generally?
What are the basic factors that affect price in any market? What considerations enter into the pricing decision? What factors influence the channel structures and strategies available to global marketers? When is recommended a global franchising strategy?
You are a newly appointed marketing manager of a multinational firm. The firm has the following market base: consumer market, business market, and international market. Its business products serve as a raw material for other businesses and thereby have a wide scope of its business frontier. It has challenges in segmentation although they produce quality products for various markets. Based on the above challenges facing the firm, it has also resulted in serious pricing decision problems, which are seriously affecting the firm’s profitability level. Meetings has been held both nation and international level to rectify some of these anomalies in the firm. Now, the head of corporate affairs has become worried of these pending challenges and has called for presentation from the head of the marketing. 1. Explain how to segment the following markets and its requirements: i. Consumer market. ii.Business market. iii. International market.
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