4. Pricing B 4 / 1 BUSINESS ECONOMICS 5 / 6

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4. Pricing B 4 / 1 BUSINESS ECONOMICS 5 / 6 Copyright Mark Van Couwenberghe, 2017-2018

4.0 OVERVIEW B 4 / 2 4.1 ADDED-VALUE AND PRICING page B 4 / 3 4.2 DETERMINING FACTORS FOR PRICING page B 4 / 4 4.3 PRICING METHODS page B 4 / 7 4.4 PRICING STRATEGIES page B 4 / 9 4.5 EXERCISES page B 4 / 12 4.6 VOCABULARY page B 4 / 16 Copyright Mark Van Couwenberghe, 2017-2018

4.1 ADDED-VALUE AND PRICING B 4 / 3 4.1 ADDED-VALUE AND PRICING minus = ADDED-VALUE COMPANIES WANT TO ……………….. ADDED-VALUE TO ……………….. PROFIT COMPANIES MUST ……………….. TURNOVER AND ……………….. COSTS PRICING AND COST CONTROL (see next chapter) Copyright Mark Van Couwenberghe, 2017-2018

4.2 DETERMINING FACTORS FOR PRICING B 4 / 4 4.2 DETERMINING FACTORS FOR PRICING Frank is thinking of setting a price for his new “bio bite”, a sandwich stuffed with fresh vegetables and biological cheese and ham What are the factors he may be considering when setting the price? Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 5 Internal factors: External factors: Company targets: Marketing mix: Costs: External factors: Type of market: Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 6 Demand: Competition: Government: Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 7 4.3 PRICING METHODS Frank is thinking of setting a price for his new “bio bite”, a sandwich stuffed with fresh vegetables and biological cheese and ham What are the pricing methods he may use? Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 8 Pricing method based on costs on demand on competition Method Cost plus pricing Target pricing Example Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 9 4.3 PRICING STRATEGIES Frank is thinking of setting a price for his new “bio bite”, a sandwich stuffed with fresh vegetables and biological cheese and ham What are the pricing strategies he may use? Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 10 Pricing strategy Penetration price Premium price Psychological price Strategy Example Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 11 Pricing strategy Price discount Price discrimination Price differentiation Strategy Example Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 12 4.4 EXERCISES 1) Analyze all factors determining the pricing of Ryanair the pricing strategies of Ryanair Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 13 2) Analyze all factors determining the pricing of Apple the pricing strategies of Apple Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 14 3) Analyze all factors determining the pricing of Carrefour the pricing strategies of Carrefour Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 15 4) Analyze all factors determining the pricing of NMBS the pricing strategies of NMBS Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 16 4.5 VOCABULARY EN NL Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 17 EN NL Copyright Mark Van Couwenberghe, 2017-2018

B 4 / 18 EN NL Copyright Mark Van Couwenberghe, 2017-2018