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CH14-Strategic%20Pricing%20Methods-student

CH14-Strategic%20Pricing%20Methods-student - CHAPTER...

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14-1 CHAPTER STRATEGIC PRICING  METHODS 14
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14-2 Pricing Strategies
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14-3 Cost-Based Methods Cost-base pricing methods __________________________ _ Does not recognize role of customers or competitors in marketplace All costs calculated on a per unit basis Assumes costs don’t vary for different levels of production
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14-4 Competitor-Based Methods Set prices to signal information of how product _________________________________ Often used to gain market share or to exploit a cost advantage they have achieved Price wars = _____________ Premium pricing Setting price above competitors to get those consumers who shop for the best
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14-5 Value-Based Methods Setting prices that focus on the overall value of the product Based on Consumer perceptions Mercedes-Benz Commercial
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14-6 Pricing Strategies
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14-7 vs.. Everyday low pricing (EDLP) High/low pricing Everyday Low Pricing vs..  High/Low Pricing
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14-8 Odd Prices Odd prices may be so traditional that sellers are afraid to round them off They may suggest a good deal They may also suggest low quality
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