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Lecture Marketing: The core (5/e): Chapter 11 – Kerin, Hartley, Rudelius

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Lecture Marketing: The core (5/e): Chapter 11 – Kerin, Hartley, Rudelius

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Chapter 11: Pricing products and services. When you finish this chapter, you should: Describe the nature and importance of pricing and the approaches used to select an approximate price level; explain what a demand curve is and the role of revenues in pricing decisions; explain the role of costs in pricing decisions and describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s breakeven point.

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