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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Pricing Objectives and Policies

Chapter Objectives

When you finish this chapter, you should:

Understand how pricing objectives should guide strategic planning for pricing decisions.

Understand choices the marketing manager must make about price flexibility and price levels over the product life cycle.

Understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs.

Understand some of the legal issues affecting pricing policies.

Understand the important new terms (shown in the margins).




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