1. Pricing التسعير strategies and Programs Chapter 9

2. Pricing done – - introducing a new product - introducing a new product in a new distribution توزيع channel or in a new market / geographic area.

3. Setting the price – Selecting pricing objective [ profit, survival …] – Determining demand [price sensitivity] – Estimating costs [fixed and variable] – Analyzing competitor’s costs, prices,and offers – Selecting pricing method [mark up pricing, target return, perceived value, value pricing, going rate pricing, sealed bid pricing] – Selecting final price To consider psychological pricing, marketing mix elements, company pricing policies, impact of price on other parties

4. Adapting the price  Geographical pricing  Price discounts and allowances [early payment, volume purchases, off-season buying …]  Promotional pricing [special event, cash rebate, low interest, …]  Discriminatory pricing [customer segment pricing, product form pricing, image pricing, …]  Product – Mix [product line pricing, optional feature pricing, captive product pricing (blades) …]

5. Initiating and Responding to Price Changes Initiating price cuts Excess فائض capacity Declining انخفاض market share Dominate تهيمن market through lower costs economic recession ركود

6. Initiating price increases [ due to - Cost inflation, over demand] Price increases through -  Delayed quotation pricing [pricing during delivery]  Escalator clauses [provision for increases]  Unbundling of goods and services [pricing the parts]  Reduction of discounts [stopping the normal discounts]

7. End