Harry's Industrial Supply Company has always used cost-based pricing. Harry's
son-in-law is joining the business and recommends they change. Harry enumerates the
advantages of cost-based pricing, while his son-in-law points out the disadvantages.
What will each of them say?
Dentists know most consumers are hesitant to use their services, in part because what
they provide can be painful or uncomfortable at best, but also because much of what
they provide is intangible. What is intangibility? How can dentists attempt to overcome
intangibility aspects of their service?
Develop a lifestyle segmentation scheme for students at your university, and label and
describe three segments. You can think of this as developing your own version of the
VALS tool, but specifically for college students.