Short Case Scenario 12-1

question 385

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.
-Discussion proceeds to pricing of the Superior VI.What are Superior's options in pricing this new product?

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Definitions:

Consumer Goods

Products intended for personal or household use.

Compensatory Damages

Monetary payments awarded to compensate the injured party for direct losses suffered.

Security Interest

A legal claim or lien on collateral that secures the performance of an obligation, typically repayment of a debt.

Written Agreement

A formalized record of a contract between parties, detailing the terms and conditions of their arrangement.