Chap013 - CHAPTER PRICING CONCEPTS FOR ESTABLISHING VALUE...

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Unformatted text preview: CHAPTER PRICING CONCEPTS FOR ESTABLISHING VALUE 13 13-2 LEARNING OBJECTIVES Pricing Concepts for Establishing Value LO1 List the four pricing orientations. LO2 Explain the relationship between price and quantity sold. LO3 Explain price elasticity. LO4 Describe how to calculate a products break-even point. LO5 Indicate the four types of price competitive levels. 13-3 Price and Value Whats the most you will pay for a nice hotel? Uden Graham/Redlink/Corbis 13-4 Price 13-5 Bottled vs. Tap Water 13-6 Price is a Signal http://www.PriceGrabber.com Website Brand X Pictures/PunchStock 13-7 The Role of Price in the Marketing Mix Price is the only marketing mix element that generates revenue Price is the only marketing mix element that generates revenue Price is usually ranked as one of the most important factors in purchase decisions Price is usually ranked as one of the most important factors in purchase decisions Chad Baker/Ryan McVay/Getty Images 13-8 The 5 Cs of Pricing 13-9 1 st C: Company Objectives 13-10 Profit Orientation 13-11 Sales Orientation 13-12 Competitor Orientation Competitive parity Status quo pricing Value is not part of this pricing strategy Roz Woodward/Getty Images 13-13 = Focus on customer expectations by matching prices to customer expectations Focus on customer expectations by matching prices to customer...
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Chap013 - CHAPTER PRICING CONCEPTS FOR ESTABLISHING VALUE...

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