Better Business, 5/e

Objective 13-4 Pricing Goods and Services

1. Describe some pricing objectives, how they relate to the marketing mix, and the major approaches to pricing strategies.

Source: Mangostock/Fotolia

Gina Riviera, the new manager of Bitsy Baby, badly needs to increase the store’s profits. Under the previous manager, Bitsy Baby was barely surviving, and the owner was contemplating closing the doors forever. Gina is his last hope. The previous manager insisted on carrying many of the same items that a nearby big chain store sold but at lower prices. ...