Firm May have 3 Principal Concerns Wants to take advantage of consumer heterogeneity a wants to price competitively Wants to price a product line so as to develop interrelationships among items11-15 Firm May Have 3 Principal Concerns: ƒ Wants to take advantage of consumer Wants to take advantage of consumer heterogeneity heterogeneity ƒ Wants to price competitively Wants to price competitively ƒ Wants to price a product line so as to Wants to price a product line so as to develop interrelationships among items develop interrelationships among items