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Chapter+Sixteen_shortened[1]

Chapter+Sixteen_shortened[1] - Marketing 350 Fall 2010...

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Click to edit Master subtitle style Marketing 350 Fall 2010 Chapter Sixteen: Pricing Objectives and Policies
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Chapter 16: Pricing Objectives and Policies Ø Price -- Ø “The amount of money a
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Chapter 16: Pricing Objectives and Policies(cont.) Ø Most flexible of Ø TR = P*Q -- a determinant of
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Chapter 16: Pricing Objectives and Policies(cont.) Ø Price is a determinant of PV = (Perceived Quality)/Price PV =
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Chapter 16: Pricing Objectives and Policies(cont.) Ø Final price = Basic list price less adjustments less plus
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Chapter 16: Pricing Objectives and Policies(cont.) Ø Discounts = Ø Allowances=
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Increasing Importance of Pricing Decisions Ø Similarity among Ø Services are Ø Increased Ø Economic uncertainty
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Increasing Importance of Pricing Decisions (cont.) Ø Shift of power in channels of Ø Emphasis on short-term
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Increasing Importance of Pricing Decisions (cont.) Ø Technological changes have
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The Role of Price Ø May be a central part of entire strategy Ø Must be consistent with other strategies
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Lower versus Higher Prices Lower Prices: Ø Stimulate Ø Increase Ø Adjust Ø Allow Ø Increase
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Lower versus Higher Prices (cont.) Higher Prices Ø High Ø Image Ø Enables
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Influences on Pricing Decisions Pricing Decisions
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Pricing Objectives Ø Sales growth » Penetration pricing-- » Market share --
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Pricing Objectives (cont.) Ø Profitability 1.
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