Chap16_MAR255Slides

Chap16_MAR255Slides - Pricing Objectives and Policies...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Pricing Objectives and Policies CHAPTER SIXTEEN When we finish this lecture you should 1. Understand how pricing objectives should guide strategy planning for pricing decisions. 2. Know what a marketing manager should consider when setting the price level for a product in the early stages of the product life cycle. 3. Understand the many possible variations of a price structure including discounts, allowances, and who pays transportation costs. 4. Understand the value pricing concept and its role in obtaining a competitive advantage and offering target customers superior value. Discounts & Allowances ± To Whom & When Discounts & Allowances ± To Whom & When Price Levels Over Product Life Cycle Price Levels Over Product Life Cycle Price Flexibility Price Flexibility Key Pricing Policies Transportation Costs ± Who Pays & How Price Has Many Strategy Dimensions The Price Equation: Price Equals Something of Value (Exhibit 16-2)...
View Full Document

This note was uploaded on 01/15/2012 for the course MAR 255 taught by Professor Cushman during the Spring '08 term at Syracuse.

Page1 / 19

Chap16_MAR255Slides - Pricing Objectives and Policies...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online