Case study: Bellmore Heating Oil
a. What should the price of a gallon of fuel oil represent to a customer? What do you get for that "price"?
b. What is the intent of the Guaranteed Price Program (GPP) and what are
the benefits and risks to the customer should they elect to
participate? Is it a fair program? Why or why not?
c. What is the ethical requirement for a dealer to rebate some or all of
the price difference when the price goes below that which was mutually
contracted to by both the dealer and customer?
d. What should Bellemore's management do relative to matching the rebate? How would you approach this?
For reference:
Marketing Management
Author: Kotler & Keller
Publisher: Prentice Hall
Edition: 14th
Date: 2012
ISBN: 9780132102926
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