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

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