Question

Many managers quickly cut prices when faced with slow sales or an economic downturn. History shows, however, that cutting prices is not always the best strategy. Why is this the case?

Answer 1

cutting prices reduces gross margin that may be difficult to recover

Step-by-step explanation:

This is the case because cutting prices reduces gross margin that may be difficult to recover. A company's gross margin is the sales revenue they retain after paying off all of the direct costs associated with producing the various goods it sells. This happens because customers get accustomed to the low prices and tend to hesitate and not buy the company's products when they are priced higher, thus making it very difficult to recover their previous gross margin.