Chapters 16 and 17 revolve around price setting and pricing objectives. Go to YouTube (or Google) and look up one of the official Wal-Mart low price guarantee or price match guarantee commercials from several years ago. One example is: "Low Price Guarantee, See For Yourself with Daisy- Walmart"

Then, answer these questions:

1. Why do you think Wal-Mart would implement programs that guarantee that their prices are the lowest and that they will match any other store's ads? How does this benefit Wal-Mart?
2. What problems or concerns do you think these types of guarantees might present for Wal-Mart (or any company)?
3. Why do you think price is such an important selling point for consumers?