5. As the vice president for marketing for a firm that mar- kets computer software, you must...

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5. As the vice president for marketing for a firm that mar- kets computer software, you must regularly develop pricing strategies for new software products. Your lat- est product is a software package that automatically translates any foreign language e-mail messages to the user's preferred language. You are trying to decide on the pricing for this new product. Should you use a skimming price, a penetration price, or something in between? With a classmate taking the role of another marketing professional with your firm, argue in front of your class the pros and cons for each alternative.

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Marketing Real People Real Choices

ISBN: 9780132299206

5th Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

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