Session+19+student - THE BIG PICTURE: Pricing Price Making...

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THE   BIG   PICTURE:  Pricing
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Price  Making Business Objective profit vs. share core competence Marketing Objective retention: continuity pricing acquisition: trial pricing Source of volume steal share: competitive pricing stimulate demand: value pricing
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Price  Making  (cont’d) Segmentation price sensitivity as segmentation variable Target individual differences of target audience Positioning price-based positioning value pricing positioning
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Price  Implementation Channel compliance conflicting goals executional issues legal issues Consumer experience of price framing perceived alternatives individual differences information processing involvement level
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Pricing:  Strategic vs.  Tactical Strategic Value Competitive Tactical Trial Continuity
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Pricing  Strategy perceived value perceived quality (perceived) price = value  pricing competitive  pricing
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variable cost price paid Pricing - Sources of  Surplus perceived value Consumer surplus Producer surplus “true” value Unrealized surplus
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This note was uploaded on 01/18/2011 for the course MARKETING 300 taught by Professor Fiet during the Winter '08 term at University of Michigan.

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Session+19+student - THE BIG PICTURE: Pricing Price Making...

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