kotler12e_im_10_pog - Professors on the Go Chapter 10...

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Professors on the Go! Chapter 10 Pricing Products: Understanding and Capturing Customer Value 1. Key Concepts The difficult pricing decision, Value-based pricing, Cost-based pricing The chapter points out that many companies do not handle pricing well. Beyond focusing too much on cost, what are some of the other difficulties that marketers have in setting prices? Interview a local business about their pricing philosophy and/or strategy. Use their terms and then apply what you have learned from them to assess their approach to those described in the text. What are the similarities and differences? How successful do the strategies appear to be? How did you make this judgment? What are the differences between cost-based and value-based pricing? Use the local newspaper to compare grocery store ads for price specials. What can you determine about the competitors’ pricing strategies? How many of the techniques from the chapter do the organizations seem to be using? What strategy appears to be the most successful? How did you make this judgment?
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