Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 5

As the product manager for Whirlpool's line ofwashing machines you are in charge of pricing new products. Your product team has developed a revolutionary new washing machine that relieson radically new technology and requires very little water to get clothes clean. This technology will likely be difficult for your competition to copy. Should you adopt a skimming or a penetration pricing strategy? Justify your answer.