kotler10_basic - PricingProducts: PricingProducts:...

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Pricing Products:   Pricing Products:   Pricing  Considerations  Pricing  Considerations  and Approaches and Approaches Chapter 10
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  10 - 2 Learning Goals 1. Identify and define the internal factors  affecting a firm’s pricing decisions 2. Identify and define the external factors  affecting pricing decisions, including the  impact of consumer perceptions of price  and value 3. Contrast the three general approaches to  setting prices
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  10 - 3 Case Study Priceline.com “Buyer-driven  commerce” concept  offers lower prices to  consumers and the  ability to sell excess  inventory to sellers 13.5 million user  customer base Tremendous growth Most deals relate to  travel or time  sensitive / perishable  services Not all ventures have  been profitable  Some customers find  it difficult to commit  to purchase prior to  learning details
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  10 - 4 Definition Price The amount of money charged for a  product or service, or the sum of the  values that consumers exchange for  the benefits of having or using the  product or service. Goal 1: Identify and define internal factors affecting pricing decisions
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  10 - 5 Price Has Many Names What is Price? Rent Fee Rate Commission Assessment Tuition Fare Toll Premium Retainer     Bribe Bribe     Salary Salary     Wage Wage     Interest Interest     Tax Tax Goal 1: Identify and define internal factors affecting pricing decisions
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  10 - 6 What is Price? Dynamic Pricing on the Web allows  SELLERS to: Monitor customer behavior and tailor offers. Change prices on the fly to adjust for  changes in demand or costs.
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This note was uploaded on 03/23/2012 for the course MARKETING 204 taught by Professor A.s during the Spring '12 term at Lahore School of Economics.

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kotler10_basic - PricingProducts: PricingProducts:...

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