Marketing Management 2nd Edition

Slides:



Advertisements
Similar presentations
The Marketing Mix Price Strategies.
Advertisements

Pricing Products: Pricing Strategies
Market-Based Management, 4th edition
 Copyright 1999 Prentice Hall 10-1 Chapter 10 Pricing Products: Pricing Considerations and Approaches PRINCIPLES OF MARKETING Eighth Edition Philip Kotler.
Price Mix. Price Sum of all the values that consumers exchange for the benefits of having / using the product – Monetary – Energy – Time – Psychic.
Halaman 1 Matakuliah: J0084 / Introduction to Management and Business Tahun: 2007 Versi: 1 / 3 Pertemuan 22 (Twensecond Meeting) Making and Determining.
INTRODUCTION TO BUSINESS CHAPTER 12 Creating and Pricing Products.
Principles of Marketing
Week Pricing Considerations and Strategies.
Introduction to Pricing Decisions
Pricing التسعير strategies and Programs Chapter 9.
Price planning MBA_607: Marketing Strategy and Business Policy in a Global Context Kevin Jericho R. Catan MBA- I.
What’s Happening? =9mIBKifOOQQ =9mIBKifOOQQ.
Pricing Strategy …critical marketing mix variable actually produces revenue shortest term marketing mix variable relates directly to microeconomics supply.
Principles of Marketing Lecture-27. Summary of Lecture-26.
1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 19 Pricing Concepts Prepared by Amit Shah.
Marketing Mix Product, Price, Place and Promotion.
Pricing Considerations and Strategies What is a Price? Narrowly, price is the amount of money charged for a product or service. Narrowly, price.
Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 4.
Module 18 Identifying Target markets. What Factors Affect Pricing Decisions? External Factors Nature of the market –Pure competition –Monopolistic competition.
Marketing: An Introduction Armstrong, Kotler Chapter nine Pricing Considerations and Strategies.
CPAS REVIEW MARKETING CHAPTER 26--PRICING.
5-PLC and Pricing. Price = Cost + Profit Price brings in the revenues This is the only element in the marketing mix that brings in the revenues. All.
Pricing Strategies. Factors Affecting Price Setting ä Pricing Objectives ä profit ä competition ä market share ä Cost ä ratio of fixed costs to variable.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Eleven Pricing Strategy Key Words / Outline.
1 18 & 19. Pricing Considerations & Approaches. 2 Topics Pricing constraints Pricing objectives General pricing approaches Price adjustment strategies.
Dr. Muslim Suardi, MSi., Apt.
Product Characteristics Features Attractiveness Uniqueness Innovation Benefits Customer experience Customer satisfaction.
Copyright © Houghton Mifflin Company. All rights reserved. 12–1 The Role of Price Price –The value exchanged for products in a marketing exchange Barter.
Pricing Strategy.  Focus on the value of your product / service delivers  Value = perceived benefits Price Know your competitor Reward staff for sales.
MARKETING MANAGEMENT 14 th edition 14 Developing Pricing Strategies and Programs KotlerKeller.
Pricing Mark Fielding-Pritchard mefielding.com 1.
MGT301 Principles of Marketing Lecture-27. Summary of Lecture-26.
© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 15: The Future of Marketing Michael R. Czinkota and Masaaki Kotabe.
Chapter 19 Pricing Concepts. What is Price? The value attached to the product or service Value: the “worth” based on perceived benefits What is given.
PRICING DECISIONS “There are two fools in every market. One charges a very high price and another charges a very low price”
Pricing Strategy. Price strategy One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related.
Chapter 26 Pricing Strategies
Pricing Understanding and Capturing Customer Value
Pricing Decisions Jeremy Kees, Ph.D..
Pricing Strategies and Tactics
Idil Yaveroglu Lecture Notes
Chapter 11 Pricing Strategies
Chapter 26 pricing strategies Section 26.1 Basic Pricing Strategies
Pricing Products: Pricing strategies
Third Edition Roger A. Kerin Lau Geok Theng Steven W. Hartley
There are many ___________ that affect pricing
Chapter 19 Pricing Strategies.
Presentation On MARKETING
Principles of Marketing
Lecture on Pricing Strategies
Pricing: Understanding and Capturing Customer Value
19 Tourism Marketing. 19 Tourism Marketing Learning Objectives Appreciate the Internet’s impact on tourism marketing. Become familiar with the marketing.
Chapter 11 Pricing Strategies.
Pricing Concepts.
The Marketing Mix – product and price
Pricing Concepts Chapter 19 Lamb, Hair, McDaniel
Chapter Eleven Pricing Strategies.
Chapter 10 Developing Price Strategies and Programs
Pricing: Understanding and Capturing Customer Value
Pricing: Understanding and Capturing Customer Value
Chapter Eleven Pricing Strategies.
PRICING CONSIDERATION AND APPROACHES
Pricing Strategies CHAPTER 10.
Pricing Strategy and Management
PRICING DECISIONS “There are two fools in every market. One charges a very high price and another charges a very low price”
Pricing: Understanding and Capturing Customer Value
Price Strategy Considerations
Chapter Eleven Pricing Strategies.
PRICING CONSIDERATION AND APPROACHES
Presentation transcript:

Marketing Management 2nd Edition Michael R. Czinkota and Masaaki Kotabe Chapter 10: Pricing Decisions

Chapter Outline Importance of price Services prices Price for non-profit organizations Supply and demand Price elasticity of demand Three ways to measure demand Factors affecting demand elasticity Pricing strategies Practical pricing policies Discounts Pricing strategy

- X = Importance of Price Three variables that determine profit: Sales Volume X Price Cost = Profit

Service Prices Differences in pricing for services: Negotiation Discounts Quality

Price for Non-Profit Organizations Surplus Allocation of service Queuing Price is perceived value.

Supply and Demand Equilibrium Price Supply curve Demand curve Price Quantity

Price Elasticity of Demand % change in demand Price elasticity of demand = % change in price

Three Ways to Measure Demand Statistical analysis of historical data Survey research Experiment

Factors Affecting Demand Elasticity: Organization Factors Product life cycle Product portfolio Product line pricing Segmentation and positioning Branding

Factors Affecting Demand Elasticity: Customer Factors Benefits Value Distribution channel

Factors Affecting Demand Elasticity: Market Factors Competition Economic and regulatory environment Exchange rate Geography

Pricing Strategies Price Skimming: Price HIGH Penetration Pricing: Inelastic prices New or unique product Distinct market segments Quality important Competitive costs unknown Penetration Pricing: Price LOW Elastic prices Competitors can enter market No distinct market segments Products undifferentiated Economies of scale

Practical Pricing Policies Cost-plus pricing Target pricing Historical pricing Product line pricing Competitive pricing Market-based pricing Selective pricing

$11.99 $9.99 Discounts Trade discounts Quantity discounts Cash discounts Allowances Seasonal discounts Promotional pricing Individual pricing Optional features Product bundling Value package Psychological pricing $11.99 $9.99

Pricing Strategy Price wars Other price reductions Price increases

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2025 SlidePlayer.com. Inc. All rights reserved.