Question: . There are many pricing issues. Why pricing is important? What are the pricing issues that concern consumers? What are the pricing issues that concern

. There are many pricing issues. Why pricing is important? What are the pricing issues that concern consumers? What are the pricing issues that concern marketers?

2. College textbook prices are changing. As an easy and mystifying empirical exercise, track the price of textbooks in the last 5 years. More or less, what is the trend you detected? What are the factors affecting the price of college textbook?

3. What is your willingness to pay (WTP) for a car repair? What happens to your WTP if you must have your car fixed today or tomorrow for a very important trip at the end of the week? What is your WTP for a rental car in substitution of your own car? What happens to your WTP if the availability of rental cars is very limited these days? Why are your WTPs for each alternative you may have in front of you to still rent a car?

4. If you graduate from Business School with the intention of setting up a family business, how would you price your services, after describing what type of family or partnership business you would set up?

5. Why the TV show The Price is Right reveals contestants preference for unreal prices? What are the psychological factors in pricing that affect the prices chosen by these contestants?

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