2876D26Fd01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Pricing tactics 1 Food marketing and consumer behaviour - Pricing tactics 1 Food marketing and consumer behaviour Academic year 2009 - 2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics Wim.Verbeke@UGent.be Food marketing and consumer behaviour - Pricing tactics 2 Chapter 8: Pricing tactics P rice 1. Importance of price 2. Pricing policy Influencing factors Price positioning 3. Price setting
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Food marketing and consumer behaviour - Pricing tactics 2 Food marketing and consumer behaviour - Pricing tactics 3 Price 4. Alternative methods of pricing Break – even analysis 5. Pricing existing versus new products 6. Price as marketing instrument Immediate sales tactics Extended sals tactics Limits on promotional pricing Food marketing and consumer behaviour - Pricing tactics 4 Importance of Price New product intro: skimming vs. penetration Competitor action / reaction to price change When the economy “changes” Price changes of substitutes Government regulations Technological breakthroughs
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Food marketing and consumer behaviour - Pricing tactics 3 Food marketing and consumer behaviour - Pricing tactics 5 Influencing Factors on Pricing Policy Organisational and marketing objectives Pricing objectives Costs Other marketing mix variables Pricing decisions Channel member expectations Buyers’ perceptions Competition Legal and regulatory issues Food marketing and consumer behaviour - Pricing tactics 6 Price Positioning: Price and Quality Price 9. Economy strategy 8. False economy strategy 7. Rip-off strategy Low 6. Good – value strategy 5. Average strategy 4. Overcharging strategy Medium 3. Superb-value strategy 2. High-value strategy 1. Premium strategy High Low Medium High Product Quality
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Food marketing and consumer behaviour - Pricing tactics 4 Food marketing and consumer behaviour - Pricing tactics 7 Price setting Determining the overall price level Floor and Ceiling price level
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This note was uploaded on 05/30/2010 for the course LA IMAQUA0200 taught by Professor Wimverbeke during the Spring '10 term at Ghent University.

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2876D26Fd01 - Food marketing and consumer behaviour...

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