 |  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
Price Setting in the Business World
Chapter ObjectivesWhen you finish this chapter, you should:
| Understand how most wholesalers and retailers set their prices using markups. |
| | | | Understand why turnover is so important in pricing. |
| | | | Understand the advantages and disadvantages of average-cost pricing. |
| | | | Know how to use break-even analysis to evaluate possible prices. |
| | | | Know the many ways that price setters use demand estimates in their pricing. |
| | | | Understand the important new terms (shown in the margins). |
|
2002 McGraw-Hill Higher Education