Chap 18-1 - Determine role of price in strategy Estimate...

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1 Chapter 18: Consumer Behavior  and Pricing Strategy This chapter is part of Section 5: Consumer Analysis and  Marketing Strategy
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2 Pricing Strategy Issues Pricing
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3 Role of Price in Marketing
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4 Pricing Affect and Cognition Price perceptions and attitudes Cognitive processing of price information
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5 Pricing Behavior Funds access Transactions
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6 Pricing Environment Price Information External reference price
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7 Pricing Strategy Analyze consumer-product relationships Analyze environmental situation
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Unformatted text preview: Determine role of price in strategy Estimate relevant production and marketing costs Set pricing objectives Develop pricing strategy and set prices 8 Summary Pricing strategy issues studied using the wheel of consumer analysis Pricing affect and cognition Price perceptions and attitudes Pricing behavior Funds access, transactions Pricing environment Price information Pricing strategy...
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This note was uploaded on 09/12/2011 for the course MKTG 351 taught by Professor Ashwani during the Spring '10 term at South Carolina.

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Chap 18-1 - Determine role of price in strategy Estimate...

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