Lecture 8 - CH 11. PRICING RSM250H1S - L0301 Yutec Sun WHAT...

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CH 11. PRICING RSM250H1S - L0301 Yutec Sun
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WHAT IS PRICE? The amount of money charged for a product or service The sum of the values that consumers exchange for a product or service Most versatile marketing mix
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FACTORS IN PRICING Customer perception of value
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FACTORS IN PRICING Value-based pricing Good-value pricing Value-added pricing
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VALUE-BASED PRICING Value-based pricing uses the buyers’ perceptions of value, not the sellers’ cost, as the key to pricing. Price is considered before the marketing program is set. Value-based pricing is customer driven. Cost-based pricing is product driven.
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VALUE-BASED PRICING
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PROBLEM OF VALUE-BASED PRICING How much are you willing to pay for iPad 2?
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Good-value pricing offers the right combination of quality and good service to fair price Existing brands are being redesigned to offer more quality for a given price or the same quality for less price Good value is not the same as low price EDLP & High-low pricing
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Lecture 8 - CH 11. PRICING RSM250H1S - L0301 Yutec Sun WHAT...

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