Prices are set between the customers PV $($the top of the pricing thermometer$)$ and COGS $($the bottom of the pricing thermometer$).$ Setting a price close to the customer$$s PV will:

Question $10$Select one:

a$.$

risk a lower than optimal sales volume

b$.$

maximize profits in the short$-$term

c$.$

indicate that those doing the pricing understand the true economic value $($TEV$)$

d$.$

All of the above