Product design and the pricing decision: a sequential approach

This paper focuses on the task of the product manager who is confronted with product design situations which call for the selection of the price for this resulting product.
  

Product Design and the Pricing Decision:

A Sequential Approach

Ronald Tatham, Jeffrey P. MillerandVidyut VashiBurke Marketing Research, Cincinnati

Introduction

One of the most rewarding situations in marketing research is one in which the product manager challenges you with a problem; you create a protocol to derive a solution; and the procedure withstands customary validity tests. The purpose of this discussion is to present our experiences with such a situation and elaborate on the procedures used. To introduce the key issues we can take the view of a product manager who is confronted with...

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