Csuf mktg 351 chapter 20 - Study guides, Class notes & Summaries

What roles does price play in evaluating product alternatives? - measure of sacrifice - information cue Define price. that which is given up in an exchange to acquire a good or service What is the sacrifice effect of price? - time and money What is the information effect of price? - price-quality; higher price, better quality What is the importance of price to marketing managers? - results in revenue - results in profit Define revenue. price charged to ...