MarketingManagement.pdf

226 CHAPTER12 DESIGNINGPRICINGSTRATEGIES ANDPROGRAMS Impact of Price on Other Parties Management must also consider the reaction ...

Adapting the Price 227 Cash Discounts: Acash discountis a price reduction to buyers who pay their bills promptly.A typical examp ...

228 CHAPTER12 DESIGNINGPRICINGSTRATEGIES ANDPROGRAMS Discriminatory Pricing Companies often adjust their basic price to accommod ...

Adapting the Price 229 ➤ Location pricing:The same product is priced differently at different locations even though the costs ar ...

230 CHAPTER12 DESIGNINGPRICINGSTRATEGIES ANDPROGRAMS ➤ Two-part pricing,which is practiced by many service firms, consists of a ...

Initiating and Responding to Price Changes 231 Another factor leading to price increases is overdemand.When a company cannot sup ...

232 CHAPTER12 DESIGNINGPRICINGSTRATEGIES ANDPROGRAMS Reactions to Price Changes Any price change can provoke a response from the ...

Notes 233 ➤ Launching a low-price fighter lineor creating a separate lower-price brand to combat competition. Miller Beer, for e ...

234 CHAPTER12 DESIGNINGPRICINGSTRATEGIES ANDPROGRAMS An excellent summary of the various methods for estimating price sensitivi ...

SECTION FIVE ...

D ecisions about marketing channels, which help producers deliver goods and ser- vices to their target markets, are among the mo ...

236 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS and the Internet are adding value by expediting the flow of physical goods, ...

What Work is Performed by Marketing Channels? 237 vices from those who need or want them. Members of the marketing channel perfo ...

238 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS facturer shifts some functions to intermediaries, its costs and prices go d ...

What Work is Performed by Marketing Channels? 239 manufacturers’ redemption centers, community groups, traditional intermediarie ...

240 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS CHANNEL-DESIGN DECISIONS A new firm typically starts as a local operation s ...

Channel-Design Decisions 241 Channel design must also take into account the limitations and constraints of work- ing with differ ...

242 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS Terms and Responsibilities of Channel Members The producer must also determ ...

Channel-Management Decisions 243 Selecting Channel Members During the selection process, producers should determine what charact ...

244 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS communicates clearly what it wants from its distributors in the way of mark ...