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Abstract
The case involves an engineering dominated, special purpose battery manufacturer with sales virtually exclusive to the Federal Government. It is given an opportunity to produce batteries for a growing company with emphasis on marketing. The battery company sees this as a unique possibility of moving into commercial sales of electric car batteries and considers issues of pricing, risk, product modification, and promotion.
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Abstract
The case involves an engineering dominated, special purpose battery manufacturer with sales virtually exclusive to the Federal Government. It is given an opportunity to produce batteries for a growing company with emphasis on marketing. The battery company sees this as a unique possibility of moving into commercial sales of electric car batteries and considers issues of pricing, risk, product modification, and promotion.
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