Chapter 14Integrated Marketing Communications
1. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a
product in order to influence their opinion or elicit a response.
Chapter 18Setting the Right Price
1. The first step in setting the right price for a new product is to estimate demand, costs, and profits.
The first step in setting the right price for a new product is to derive pricing goals from the f
Chapter 17Pricing Concepts
1. Price is defined as the perceived value of a good or service that is exchanged for a certain dollar
Price is not necessarily measured in terms of money. In bartering, other items of value may be