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Chapter 17;Chapter Objectives;Pricing Options for Retailers;Figure 17-1: Barnes Noble – A Huge Selection and Discounts ;Figure 17-2: Comparison Shopping;Figure 17-3: Factors Affecting Retail Price Strategy;Price Elasticity of Demand;Table 17-1: A Movie Theater’s Elasticity of Demand;Market Segments by Price Sensitivity ;The Government and Retail Pricing;Market Skimming;;Price Policy Choices;Price Strategy;Demand-Oriented Pricing;Table 17-4: Markup Equivalents;;Integration of Approaches to Price Strategy;Figure 17-8: Specific Pricing Decisions;Price Strategy Concepts;Figure 17-9: Wal-Mart and