IV.Initiating Price Changes 13-8 Price Cuts >Excess Capacity >Falling Market Share >Dominate Market Through Lower Costs Price Increases >Cost Inflation >Overdemand: Company Can't Supply All Customer's Needs 制计价蜀易大孝 国际商学院市场营销学系13－8 13－8 Price Cuts ¾Excess Capacity ¾Falling Market Share ¾Dominate Market Through Lower Costs Price Increases ¾Cost Inflation ¾Overdemand: Company Can’t Supply All Customer’s Needs IV. Initiating Price Changes