UNIT VII ESSAY9According to Kotler & Keller (2016), consumers often view their favorite companies as workshops, where they identify the offerings they want and by further opting in or out of lists, they can receive marketing and sales-related communications, discounts, coupons, and other special deals. IT to Seniors will use these sales-related communications, and smart phone technology, to help customers access the company’s brands and web site and other information.PricePrice and production costs are parts of the marketing mix that yields returns but price alsocommunicates the company’s intended value positioning of its product or brand (Kotler & Keller, 2016). The company’s intention is to find the best designed and appropriate products to market them directly to the target customer at a price premium that provides the best option and still earns profits. Customer service will continue to be the balance under current and future economic certainties. Service quality makes consumers evaluate what they are willing to pay forproducts and services and then choose the company’s adjusted pricing according to the pricing strategies. An important variable in a retail chain’s strategy is the choice of pricing strategy. Some retailers follow a low price strategy, where they try to distinguish themselves by offering lower prices than their competitors relative to the quality of the products. Low prices can only be sustained if operations have low costs.(Utgård, 2018, p. 388)Pricing strategies used by IT to Seniors considers that purchase decisions are based on how consumers view prices and when customers have a lower price threshold; prices that are too low may cause the customer view the product as having inferior or unacceptable quality (Kotler & Keller, 2016). Conversely the upper price threshold may present prices as prohibitive and the products actually appear not to be worth the money which can influence high end mobile phones.