Exhibit 156

Pricing Guide

Company Relationship with Customer (Leverage)

Visibility of Price to Competition (Knowledge)

Customer's Price Sensitivity

Low

High

Strong

High

To gain profit and communicate high price

To maintain share and communicate willingness to fight

Low

To gain profit

Weak

High

To communicate high price

Low

To gain share

Source: Robert A. Garda, "Industrial Pricing: Strategy vs. Tactics." Reprinted by permission of publisher, from Management Review, November 1983,© 1983. American Management Association, New York. All rights reserved.

Source: Robert A. Garda, "Industrial Pricing: Strategy vs. Tactics." Reprinted by permission of publisher, from Management Review, November 1983,© 1983. American Management Association, New York. All rights reserved.

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