International Price Setting (Scenario)
The Comfy Couch Corporation (CCC) is a leading American manufacturer of sofas, sectionals, and lounge chairs. Managers from the U.S.-based firm recently met a London retailer who expressed an interest in selling CCC lounge chairs in his stores. The retailer sells a number of different furniture brands in his stores, so CCC managers need to price their furniture appropriately if the firm is to be competitive in the European market.
Which of the following questions would be the most important to evaluate before setting a price for the lounge chairs exported to England?
◦ What is the mark-up price quoted by the London retailer for CCC's products?
◦ What is the average price that Londoners pay for upholstered chairs?
◦ How many lounge chairs are sold in London retail stores every year and at what price?
◦ Do many global market segments exist in the European Union?
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