1. Pricing decisions involve an inherent conflict between (1) the need to win customers by allowing them...

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1. Pricing decisions involve an inherent conflict between (1)

the need to win customers by allowing them to retain a portion of the value inherent in a product or service and

(2) the need to maintain profit margins sufficient to compensate employees, fund growth, and satisfy the firm’s various stakeholders.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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