text book marketing management

Some marketers believe that price is the most crucial factor in determining customer purchase decisions. Others believe that product quality has the greatest impact on customer purchase decisions. Both of these viewpoints are short-sighted. a. To be successful, what factor must organizations attempt to optimize in order to maximize customer sales? b. Explain how this factor takes into consideration price, product quality, advertising, store location, service and several other things that marketers have mistakenly thought to be the most important influence on customer purchase decisions