Assume you are the marketing manager for a local cable company. You have some direct competitors including AT&T U-verse and DirecTV. Using the six steps outlined in your textbook for setting a pricing policy, prepare a report for your Vice President on your suggested pricing strategy for your service.

Be sure to include the following in your report:

• Determine your price objective with your justification.
• Determine the demand of your service and how this influences your pricing strategy.
• Estimate your cost elements and discuss how this will influence the price of your service.
• Prepare a competitive price analysis.
• Select your pricing method and determine your final price along with your justification.