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
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.