Among the marketing mix variables,price is the easiest and quickest to alter,so sometimes firms overrely on price changes to stimulate additional sales or gain market share.

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Over time, price changes are inevitable. A marketing manager may want to raise or lower a price for competitive or other reasons, or competitors may make price changes that require a considered pricing response from your own firm. Among the marketing mix variables, price is the easiest and quickest to alter, so sometimes firms overrely on price changes to stimulate additional sales or gain market share.

Among the Marketing Mix Variables,price Is the Easiest and Quickest