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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 on theme: "HAS 3020 Session Six Price. Marketing Strategy--Price Identify constraints Determine objectives Estimate demand and revenue Determine cost/volume/profit."— Presentation transcript:

1 HAS 3020 Session Six Price

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

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

4 Pricing objectives Profit Sales Market share Image Stabilization Cross-subsidization

5 Price Demand Inelastic Elastic

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

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

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

9 Pricing Practice

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

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