The Marketing Book 5th Edition

CHAPTER 13 Pricing ADAMANTIOS DIAMANTOPOULOS For what is a man if he is not a thief who openly charges as much as he can for the ...

Pricing 343 Thus, the field of pricing is characterized by a paradox. On the one hand, ‘price theory is one of the most highly d ...

344 The Marketing Book reactions, and calculations of marginal costs (to name but a few) before prices are set. It is quite anot ...

Pricing 345  Not only does price have a strong influence on demand, but such influence is manifested much fasterthan for other ...

Profit Variable unit cost Sales revenue Total costs Sales volume Price Variable costs Fixed costs Sales volume (–) (×) (+) (×) 3 ...

Competitors’ prices Price Profit Sales volume Sales revenue Costs Pricing 347 particular profit driver is considered.^1 After al ...

348 The Marketing Book realistic? Will existing customers really buy that much more of our product and/or will suffi- cient numb ...

Pricing 349 includes not only the monetary price, but also the time and effort that the buyer must invest’ (Morris and Morris, 1 ...

350 The Marketing Book necessary that ‘the benefits delivered by the products or services match the benefits wanted by the custo ...

Pricing 351 transaction size, timing of the purchase and distribution channel (to name but a few). (Good discussions of price cu ...

352 The Marketing Book would rise reflecting less efficient use of resour- ces or less economical raw material purchases’ (Morri ...

Pricing 353  The conventional analysis of elasticity and the associated revenue implications shown in Table 13.2 are based on t ...

354 The Marketing Book  Product uniqueness. This is an extremely important factor affecting price sensitivity and one that is l ...

Pricing 355 a reduction in buyers’ switching costs is also likely to be forthcoming (Keeney, 1999).  Proportion of product pric ...

356 The Marketing Book sharply with companies’ practices on the cost side, where highly sophisticated costing sys- tems are very ...

Pricing 357 No. 67, American Management Association, New York. Diamantopoulos, A. (1991) Pricing: theory and evidence – a litera ...

358 The Marketing Book empirical analysis of industrial chemical products, in Devinney, T. M. (ed.), Issues in Pricing – Theory ...

Pricing 359 Shapiro, B. P. and Jackson, B. B. (1978) Indus- trial pricing to meet consumer needs, Harvard Business Review, 56 , ...

CHAPTER 14 Selling and sales management BILL DONALDSON Introduction The role of selling is continuing to change and evolve in re ...

Selling and sales management 361 systems between firms and their customers, predicated by increases in the costs of acquiring ne ...