Oordina te d with the o the r ma rke ting mix e le me

Info iconThis preview shows page 1. Sign up to view the full content.

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

Unformatted text preview: Cos ts • O rganiz ational Organiz cons ide rations c ons • P ricing mus t be ca re fully c oordina te d with the o the r ma rke ting mix e le me nts • Ta rge t cos ting is ofte n Ta u s e d to s upport product p os itioning s tra te gie s ba s e d on price ba • Nonprice pos itioning ca n Nonprice a ls o be us e d Factors to Consider When Setting Price Inte rnal Inte Fac to rs • Marke ting obje ctive s • Marke ting m ix Marke s trate gie s • Cos ts • O rganiz ational Organiz cons ide rations c ons • Type s of cos ts : Va ria ble Fixe d Tota l cos ts • How cos ts va ry a t How d iffe re nt production le ve ls will influe nce price s e tting • E xpe rie nce (le a rning) Expe curve e ffe cts on price c urve Factors to Consider When Setting Price Inte rnal Inte Fac to rs Marke ting obje ctive s • Marke ting obje ctive s • Marke ting m ix Marke s trate gie s • Cos ts • O rganiz ational Organiz cons ide rations c ons • Who s e ts the price ? S ma ll compa nie s : CEO or top ma na ge me nt top La rge compa nie s : La Divis iona l or product line ma na ge rs ma • P rice ne gotia tion is c ommon in indus tria l s e ttings • S ome indus trie s ha ve pricing de pa rtme nts p ricing Factors to Consider When Setting Price Exte rnal Exte Fac to rs • N ature of m arke t Nature and de m and a nd • C om pe titors ’ cos ts , Com price s , and offe rs p rice • O the r e nvironm e ntal Othe e le m e nts • Type s of ma rke ts P ure compe tition Mon...
View Full Document

This note was uploaded on 02/09/2012 for the course COMPUTER S a303 taught by Professor None during the Spring '11 term at BEM Bordeaux Management School.

Ask a homework question - tutors are online