2. The price of a good or service must be high enough to cover per unit costsat...

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2. The price of a good or service must be high enough to cover per unit costs—at least in the long term—but cannot exceed its value as perceived by the customer. Therefore, the region between unit cost and perceived value represents the range of feasible prices.

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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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