Identify and define the other important external and internal factors affecting a firm’s pricing decisions.

1. Define price, identify the three major pricing strategies, and discuss the importance of
understanding customer-value perceptions, company costs, and competitor strategies when
setting prices.
2. Identify and define the other important external and internal factors affecting a firm’s pricing
decisions.
3. Describe the major strategies for pricing new products.
4. Explain how companies find a set of prices that maximizes the profits from the total product
mix.
5. Discuss how companies adjust and change their prices to take into account different types of
customers and situations.
6. Discuss the major public policy concerns and key pieces of legislations that affect pricing
decisions.

Chapter 10 Question 2:
1. Explain why companies use marketing channels and discuss the functions these channels
perform.

2. Discuss how channel members interact and how they organize to perform the work of the
channel.
3. Identify the major channel alternatives open to a company.
4. Explain how companies select, motivate, and evaluate channel members.
5. Discuss the nature and importance of marketing logistics and integrated supply chain
management.

Chapter 11 Question 3:
1. Explain the role of retailers in the distributior channel and describe the major types of
retailers.
2. Discuss how retailers are using omni-channel retailing to meet the cross-channel shopping
behavior of today’s digitally connected consumers.
3. Describe the major retailer marketing decisions.
4. Discuss the major trends and developments in retailing.
5. Explain the major types of wholesalers and their marketing decisions.

Chapter 12 Question 4:
1. Define the five major promotion mix tools for communicating customer value.
2. Discuss the changing communications landscape and the need for integrated marketing
communications.
3. Describe and discuss the major decisions involved in developing an advertising program.
4. Explain how companies use public relations to communicate with their publics.

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