1. Kulachatr Chatrakul Na Ayudhaya 1 Chapter VII Product Pricing By Aj-Kulachatr Chatrakul Na Ayudhaya Mareketing Department Business Administration Faculty

2. Kulachatr Chatrakul Na Ayudhaya 2 Chapter VII Product Pricing Price Policy Competitive Positioning Brand Positioning One Price Policy Price Line Leader Pricing Psychological Pricing Multiple Pricing

3. Kulachatr Chatrakul Na Ayudhaya 3 Chapter VII Product Pricing : Chapter VII Product Pricing : Competitive Positioning Price Determination –Equal –Lower than Competitors ; Price war –Higher than Competitors Satisfy in products and services Firm’s Image Convenience Time expansion Monopoly In trend or Fashion

4. Kulachatr Chatrakul Na Ayudhaya 4 Chapter VII Product Pricing : House Brand House Brand or Private Brand –can set price lower than competitors –can not compare the product value –Attractiveness –easy to buy –easy to recognition

5. Kulachatr Chatrakul Na Ayudhaya 5 Chapter VII Product Pricing :One Price Policy Same price in all customer –Ensure that is fair price –Safe time to decision –can not negotiation –Build store image

6. Kulachatr Chatrakul Na Ayudhaya 6 Chapter VII Product Pricing :Price Line Consistency of Products price and Product Quality Procedure in price setting Past Sale Competitors Pricing Suppliers Quotation Economics Suitable for Shopping goods not Consumer goods

7. Kulachatr Chatrakul Na Ayudhaya 7 Chapter VII Product Pricing : Leader Pricing Surprise Sale Cost Leader Everyday low price concept Loss Leader Bait Pricing

8. Kulachatr Chatrakul Na Ayudhaya 8 Chapter VII Product Pricing : Psychological Pricing :Multiple Pricing Psychological PricingPsychological Pricing –Odd Number –Round Number (at the end of “9”) Multiple Pricing (Cost-Plus technique)Multiple Pricing (Cost-Plus technique) –Consideration in Multiple Price setting Desirability of goods Competition Price custom Service Policy Kinds of merchandise

9. Kulachatr Chatrakul Na Ayudhaya 9 Chapter VIII Advertising & Public Relation in Retailing Business By Aj-Kulachatr Chatrakul Na Ayudhaya Mareketing Department Business Administration Faculty

10. Kulachatr Chatrakul Na Ayudhaya 10 Chapter VIII Ad & PR in Retail Business Advertising objectives Perceive in product quality Product and brand Image Product communication Stimulate people to use Switching customer mind Awareness and recognition Increase in Brand loyalty easy to sale for trader and sale force

11. Kulachatr Chatrakul Na Ayudhaya 11 Chapter VIII Ad & PR in Retail Business

12. Kulachatr Chatrakul Na Ayudhaya 12 Chapter VIII Ad & PR in Retail Business Media for Advertising in Retailing 1. Newspaper : Approach to many people 2. Magazine : Approach to real target 3. Radio : Widely communication 4. Television : visual,voice,movement 5. Direct Mail or Postal 6. Outdoor Advertising 7. Print ad : Leaflet Brochure catalogs 8. Electronic-Ad:Web site,Email,E-Commerce 9. M-Commerce : Mobile phone Technology

13. Kulachatr Chatrakul Na Ayudhaya 13 Chapter VIII Ad & PR in Retail Business

14. Kulachatr Chatrakul Na Ayudhaya 14 Chapter VIII Ad & PR in Retail Business

15. Kulachatr Chatrakul Na Ayudhaya 15 Chapter VIII Ad & PR in Retail Business Publicity or Public Relation Inform some information of the firm to people in community or support social Internal PR : –Voice over store –Mobile, Print ad in store External PR : –General Information –Social and sponsorship Marketing