Reviewing Objectives and key Terms

Companies today face a fierce and fast-changing pricing environment. Firms successful at creating customer value with the other marketing mix activities must still capture some of this t/alue in the prices they earn. This chapter looks at internal and external considerations that affect pricing decisions and examines t-ai V» ing --pf ■<■•:■ lies

Answer the question "What is price?" and discuss the importance of pricing in today's fast-changing environment.

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