1. The CEO of a large company selling seeds and garden supplies to consumers and businesses through catalogs and the Internet is unhappy with its overall profitability. He feels that part of the solution is to be more professional in price setting, and he asks the director of marketing to hire an experienced person for a new position of pricing manager. While interviewing one candidate, the marketing director explains that the company has been advised to listen more to customers and respond to their needs and asks the candidate how he would implement this advice in the area of pricing.

The candidate responds as follows:

Its great to listen to the customer when you are designing your product, but its just not practical in pricing. All the customers have to say is that they want lower prices. If you want me to increase profits, I cant very well listen to that!

a. What should the marketing director make of this response?