Kotler14 pricing

Kotler14 pricing - MARKETING MANAGEMENT 12th edition 14...

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MARKETING MANAGEMENT 12 th edition 14 Developing Pricing Strategies and Programs Kotler Keller
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2 Chapter Questions How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company adapt prices to meet varying circumstances and opportunities? When should a company initiate a price change? How should a company respond to a competitor’s price challenge?
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3 Synonyms for Price Rent Tuition Fee Fare Rate Toll Premium Honorarium Special assessment Bribe Dues Salary Commission Wage Tax
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4 Common Pricing Mistakes Determine costs and take traditional industry margins Failure to revise price to capitalize on market changes Setting price independently of the rest of the marketing mix Failure to vary price by product item, market segment, distribution channels, and purchase occasion
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5 Consumer Psychology and Pricing Reference prices Price-quality inferences Price endings Price cues
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This note was uploaded on 11/04/2010 for the course MM 012 taught by Professor Kotler during the Spring '10 term at E. Kentucky.

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Kotler14 pricing - MARKETING MANAGEMENT 12th edition 14...

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