Please answer the fill in the blank ASAP

Unit 3.4 Pricing Decisions

Pricing is a key part of being successful see quote on page 3-21. (Look right above the heading Influences on Price)

A. ________________________________

1. Pricing dilemma

a. From customers perspective, the price paid should reflect the value of the product.

b. From the companys perspective, the price charged should be high enough to cover expenses and return a reasonable profit to the company.

c. Challenge is to make these perspectives meet.