Marketing: Creating Value for Customers.


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Chapter 12 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Describe the role of pricing in the marketing mix.

  2. Explain the economic principles that link price to sales and profits.

  3. Describe approaches to pricing based on cost, competition, and customer value.

  4. Compute prices based on markup and markdown pricing.

  5. Execute a breakeven analysis.

  6. Discuss legal and ethical issues surrounding pricing.





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