Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 7

A recent news story reported a study whose results revealed that food at popular chain restaurants and in frozen-food packages at the supermarket contain more calories than advertised. Meals from restaurants including Ruby Tuesday and Wendy's were tested and found to be more than 18 percent higher in calories than listed on their menus. Frozen diet meals made by Lean Cuisine, Weight Watchers, and Healthy Choice, among others, averaged 8 percent higher in calories than listed on the package labels.30 Imagine that you are a marketer for a food manufacturer that competes with these firms.
Would you price your own firm's food higher or lower than the competition's? Why?