MKT 305-Chapter 14 Presentation

MKT 305-Chapter 14 Presentation - Slide 5 Chapter 14 is a...

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Slide 5: Chapter 14 is a continuation from chapter 13 discussing the six steps of setting a price. In chapter 14 the book explores how companies set an approximate price level for their products/services, highlights important considerations when setting a quoted price and identifies various price adjustments. Step 4: Select an approximate price level Step 5: Set list or quoted price Step 6: Make Special adjustments to list or quoted price Slide 6: There are four different approaches for selecting an approximate price level. 1) Demand-Oriented Approaches 2) Cost Oriented Approaches 3) Profit Oriented Approaches 4) Competition Oriented Approaches First we are going to cover the components under the demand-oriented approach Slide 7: Skimming Pricing is used when a firm is introducing a new product or service, setting the highest initial price that customers who really desire the product are wiling to pay. The profit margin at each pricing phase will be different.
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  • Spring '14
  • FranklinGaillard
  • Marketing, Multi-touch, MacBook Air, MacBook, MacBook Pro

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