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Mkt Ch11

Published on Nov 23, 2015

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PRESENTATION OUTLINE

1.

Pricing

CHAPTER 11
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2.

What's price?

  • Amount of money
  • Product or service
  • Sum of all values
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3.

CUSTOMER VALUE-BASED

VALUE-BASED, GOOD-VALUE, VALUE-ADDED
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4.

cost-based

FIXED, VARIABLE, BREAK-EVEN
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5.

external factors

ORGANIZATIONAL, DEMAND, COMPETITORS, OTHERS
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6.

new product pricing

SKIMMING V. PENETRATION STRATEGIES
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7.

product mix

  • Product Line
  • Optional-product
  • Captive-product
  • Two-part pricing / By-product
  • Bundle
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8.

price adjustments

  • DISCOUNT
  • SEGMENTED
  • PSYCHOLOGICAL
  • PROMOTIONAL
  • GEOGRAPHIC
  • DYNAMIC
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9.

price changes

  • Initiating Price changes
  • Responding to changes
  • Public policy
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Roberto Bello