Question: Jack owns a construction company. From experience, Jack has found that Caterpillar equipment lasts almost twice as long as competitors' machines. For Caterpillar, Jack's perception

Jack owns a construction company. From experience, Jack has found that Caterpillar equipment lasts almost twice as long as competitors' machines. For Caterpillar, Jack's perception about its products makes

pricing a logical choice.

cost of ownership

cost

-

based

reference

-

based

improvement value

market

-

based

Jack owns a construction company. From experience, Jack has found that

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