HAS 3020 Session Six Price. Marketing Strategy--Price Identify constraints Determine objectives Estimate demand and revenue Determine cost/volume/profit.

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Presentation transcript:

HAS 3020 Session Six Price

Marketing Strategy--Price Identify constraints Determine objectives Estimate demand and revenue Determine cost/volume/profit relationships Select pricing strategy

Constraints Demand Newness in life cycle Complementary products Production cost Channel length Market structure

Pricing objectives Profit Sales Market share Image Stabilization Cross-subsidization

Price Demand Inelastic Elastic

Cost vs volume Fixed and variable costs Break-even analysis Marginal cost pricing

Pricing strategies Price lining Odd pricing One-price vs flexible pricing Prestige price

Pricing strategies (cont) Leader pricing Bundled pricing Going-rate pricing Discounts

Pricing Practice

Marketing Strategy--Price Identify constraints Determine objectives Estimate demand and revenue Determine cost/volume/profit relationships Select pricing strategy

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