Understanding Pricing 483 Pricing in a Digital World 484 A Changing Pricing

Understanding pricing 483 pricing in a digital world

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Understanding Pricing 483 Pricing in a Digital World 484 A Changing Pricing Environment 484 MARKETING INSIGHT Giving It All Away 485 How Companies Price 486 Consumer Psychology and Pricing 487 Setting the Price 489 Step 1: Selecting the Pricing Objective 489 MARKETING INSIGHT Trading Up, Down, and Over 490 Step 2: Determining Demand 492 Step 3: Estimating Costs 494 MARKETING MEMO How to Cut Costs 496 Step 4: Analyzing Competitors' Costs, Prices, and Offers 496 Step 5: Selecting a Pricing Method 497 Step 6: Selecting the Final Price 502 MARKETING INSIGHT Stealth Price Increases 503 Adapting the Price 504 Geographica! Pricing (Cash, Countertrade, Barter) 504 Price Discounts and Allowances 504 Promotional Pricing 505 Differentiated Pricing 506 Initiating and Responding to Price Changes 507 Initiating Price Cuts 507 Initiating Price Increases 508 Anticipating Competitive Responses 508 Responding to Competitors' Price Changes 509 Summary 510 Applications 510 MARKETING EXCELLENCE eBay 511 MARKETING EXCELLENCE Air Arabia 512 PART 6 Delivering Value 514 Chapter 17 Designing and Managing Integrated Marketing Channels 515 Marketing Channels and Value Networks 516 The Importance of Channels 516 Multichannel Marketing 516 Integrating Multichannel Marketing Systems 517 Value Networks 519 The Digital Channels Revolution 520 The Role of Marketing Channels 521 Channel Functions and Flows 522 Channel Levels 523 Service Sector Channels 524
Channel-Design Decisions 525 Analyzing Customer Needs and Wants 525 MARKETING INSIGHT Understanding the Showrooming Phenomena 525 Establishing Objectives and Constraints 526 Identifying Major Channel Alternatives 527 Evaluating Major Channel Alternatives 529 Channel-Management Decisions 530 Selecting Channel Members 530 Training and Motivating Channel Members 530 Evaluating Channel Members 531 Modifying Channel Design and Arrangements 532 Channel Modification Decisions 532 Global Channel Considerations 532 Channel Integration and Systems 534 Vertical Marketing Systems 534 Horizontal Marketing Systems 536 E-Commerce Marketing Practices 536 Pure-Click Companies 536 Brick-and-Click Companies 537 M-Commerce Marketing Practices 538 Changes in Customer and Company Behavior 539 M-Commerce Marketing Practices 539 Privacy 540 Conflict, Cooperation, and Competition 540 Types of Conflict and Competition 541 Causes of Channel Conflict 541 Managing Channel Conflict 541 Dilution and Cannibalization 543 Legal and Ethical Issues in Channel Relations 543 Summary 543 Applications 544 MARKETING EXCELLENCE Amazon.com 544 MARKETING EXCELLENCE Tesco 546 Chapter 18 Managing Retailing,Wholesaling, and Logistics 549 Retailing 549 Types of Retailers 550 MARKETING MEMO Innovative Retail Organizations 551 The Modern Retail Marketing Environment 554 14 MARKETING INSIGHT The Growth of Shopper Marketing 556 Marketing Decisions 557 MARKETING MEMO Helping Stores to Seil 562 Private Labels 563 Role of Private Labels 564 Private-Label Success Factors 564 MARKETING INSIGHT Manufacturer's Response to the Private-Label Threat 565 Wholesaling 565 Trends in Wholesaling 567 Market Logistics 567 Integrated Logistics Systems 568 Market-Logistics Objectives 569

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