How would our marketing system change if manufacturers were required to set fixed prices on all products sold at retail and all retailers were required to use these prices? Would a manufacturer’s marketing mix be easier to develop? What kind of an operation would retailing be in this situation? Would consumers receive more or less service?
Answer to relevant QuestionsIs price discrimination involved if a large oil company sells gasoline to taxicab associations for resale to individual taxicab operators for 2½ cents a gallon less than the price charged to retail service stations? What ...Are seasonal discounts appropriate in agricultural businesses (which are certainly seasonal)? Is a full-line pricing policy available only to producers? Cite local examples of full-line pricing. Why is full-line pricing important? This problem lets you see the dynamics of break-even analysis. The starting values (costs, revenues, etc.) for this problem are from the break-even analysis example in this chapter (see Exhibit 17-8). Exhibit 17-8 The first ...Why does adoption of the marketing concept encourage a firm to operate more efficiently? Be specific about the impact of the marketing concept on the various departments of a firm.
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