3. The marketing manager of a large truck manufacturer was surprised to learn thatthe price list generated by his department had little relation to the price that wereactually charged to customers. The company's finance department often changethe prices to conform to profit goals before the prices reached the company's salesforce. The salespeople often gave customers discount to raise their sales volume.The operations manager made price adjustments to accommodate delays inpromised shipping times.a. Is this desirable or undesirable for the company? Defend your answer.b. What can be done about this situation?

In the given scenario, The marketing manager witnesses significant price disparity in the selling…

Answered: a. Is this desirable or undesirable for…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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a. Is this desirable or undesirable for the company? Defend your answer. b. What can be done about this situation?