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Surging cocoa prices could lead to Valentine’s Day sticker shock

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Candy manufacturers are just beginning to recover from the toll of elevated sugar prices. Now, depleted cocoa supplies will leave chocolate confectioners with little choice but to raise prices, potentially limiting future sales growth.

Click here to read the story at fooddive.com.

Discussion Questions:

  1. What is price?
  2. Why is price important in marketing?
  3. What is “sticker shock”?
  4. Why is sticker shock a bad thing for marketers?
  5. What factors influence price?
  6. According to this story, what factors have impacted the price of candy?
  7. How might that impact some brands on Valentine’s Day?
  8. In your opinion, will the higher prices lead to slower sales? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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