Short Case Scenario 12-1

question 178

Essay

Short Case Scenario 12-1
Bill and Farrah have been recently hired by Superior Stereo Systems, a cutting-edge manufacturer of stereo speakers. Both Bill and Farrah have been assigned to work on two product teams, the Superior V, an existing product, and the Superior VI, a brand new speaker technology. The Super V is reviewing the pricing strategy used to this point. Bill, a recent graduate with a degree in economics, is insistent that they should price the speakers to maximize profits. He explains, "It is basic economics-companies price their products to maximize products. There's no question-this is the strategy that we should take." Farrah, remembering what she learned in her marketing courses, isn't so sure that Bill is on the right track. The technical specifications of the Superior VI speakers have been worked out, but the team is struggling with pricing. Some members of the group think that the speakers should be priced higher than the Superior V, while others are arguing for a lower price.
-How might Superior benefit from the use of intermediaries?

Recognize the characteristics and creation of goodwill messages.

Understand the proper structure and sequence for indirect strategy in bad-news messages.

Learn appropriate practices for workplace messaging and social media use.

Grasp the importance and methods of rational and emotional appeals in persuasion.

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Definitions:

Rationalization

Rationalization is a defense mechanism where individuals justify their actions or beliefs in a logical manner to avoid facing the true underlying motivations or feelings.

Stock Market

A public market for buying and selling company stocks and shares, which are ownership certificates of businesses.

Defence Mechanism

Psychological strategies unconsciously used to protect oneself from anxiety and unacceptable thoughts and feelings.

Regression

A defense mechanism leading an individual to revert to a previous phase of psychological development, often under stress or frustration.