IV.Initiating Price Changes 11-14 Price Cuts >Excess Capacity >Falling Market Share >Dominate Market Through Lower Costs Price Increases >Cost Inflation >Over demand: Company Can't Supply All Customer's Needs 對至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics国际商学院 市场营销学系 11－14 Price Cuts Excess Capacity Falling Market Share Dominate Market Through Lower Costs Price Increases Cost Inflation Over demand: Company Can’t Supply All Customer’s Needs IV. Initiating Price Changes