Scenario Quills, Inc., Is a Manufacturer of Ball-Point Pens, Pencils, and and Stationery.The

Essay

Scenario
Quills, Inc., is a manufacturer of ball-point pens, pencils, and stationery.The firm's primary distribution strategy is to sell in large volumes to office supply stores and large discount chains.Charles Powell, CEO of Quills, had hoped to manufacture and sell in large enough quantities that prices could be held low.However, in the first several months, the firm experimented with the price portion of its marketing mix in an effort to cater to a number of markets.
Explain how a reference price could partially build Quills' image in the market.