Marketing Final

Major pricing strategies other internal and external

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- Major pricing strategies - Other internal and external considerations affecting price decisions Price : the amount of money charged for goods or services, based on the value, supply and demand Customer Value-Based Pricing: Price ceiling (customer perceptions on value)  Other internal and external considerations (marketing strategy, objectives and mix; nature of market and demand; competitors strategies and prices)  Price floor (product costs) Value-based pricing : buyers’ perceptions of value; cost-based pricing is product driven Major Pricing Strategies: Customer Value-Based Pricing: Cost-based pricing Design a good product determine product costs set price based on cost convince buyers of product value Value-based pricing assess customer needs and value perceptions set target price to match customer perceived value determine costs that can be incurred design product to deliver desired value at target price >> Ch. 11 / Pricing Strategies - New-product pricing strategy - Various adjustments - Price changes - Public policy
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Major pricing strategies Other internal and external...

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