Question: Chapter 17 2. Understand how pricing objectives should guide strategy planning for pricing decisions. 4. know what a marketing managers should consider when setting the

Chapter 17

2. Understand how pricing objectives should guide strategy planning for pricing decisions.

4. know what a marketing managers should consider when setting the price level for a product in the early stages of the product life cycle.

6. understand the value pricing concept and its role in obtaining a competitive advantage by offering target customers superior value.

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