Core Concepts of Marketing
DEVELOPINGA PRICINGSTRATEGY 2 31 MARKETING CAPSULE9. 1 ,Priceshouldbeviewedfromthreeperspectives: a.Thecustomer b. Themarketer c ...
232 CHAPTER 9 PRICINGTHEPRODUCT products.Nothingcould be furtherfromthetruth.inalmosteverycase,theprocessofdeci- sionisoneofgues ...
DEVELOPINGA PRICINGSTRATEGY 233 Now.choosetrommorethan 200 DavsBusinessPlace hOleIsworldwide. Make!lourreservatIOnsat1-800-DAYSI ...
234 CHAPTER 9 PRICINGTHE PRODUCT wisernot toengage inpric e competition forotherreasons. Pricemaysimplynotofferth~ business acom ...
NEWPRODUCTPRICING 235 marketingoronline['ccess,this functionmightbeperformedatlowercost.Suchreduc- tionsofteninvolvesomelossinef ...
236 CHAPTER 9 PRICINGTHEPRODUCT would likelydobettertobuyaninexpensivecomputerandsignupfor a $ l O-a-monthlimited-accessaccountw ...
PRICEFLEXIBILITY 237 PriceLines Youacealreadyfamiliarwithpricelines.Tiesmaybepricedat $15,$ 17 , $20,and$22.50; tluejeansmaybepr ...
238 CHAPTER 9 PRICINGTHEPRODUCT CONNECTNOW:GETA$100REBATEONAPALMVllxHANDHELD. Nowifyoucommittoa year'sservice;youcangeta$1 00 cr ...
"RICEFLEXIBILITY 239 tocontinue with thesamedealeroverti me. It shouldbenotedthatsuchcumulativequan- titydiscounts areextremelyd ...
240 CHAPTER 9 PRICINGTHEPRODUCT Somemanufacturersorwholesalersalsogiveprizemoneycalledspijfsforretailerstopass ontotheretailer's ...
PSYCHOLOGICALASPECTSOFPRICING 241 AD9.3 Winninganawardis a psychologicalaspectofp rice. psychologicalimpactofoddpricesoncustomer ...
242 CHAPTER 9 PRICINGTHEPRODUCT MARKETING CAPSULE • 1.Developinga pricingstrategy a. Nonpricecompetition b. Competitivepricing 2 ...
ALTERNATIVEAPPROACHESTODETERMININGPRICE 243 Thereareseveralreasonswhyexpressingmark-upasa percentageofsellingpriceis preferredto ...
244 CHAPTER 9 PRICINGTHEPRODUCT decreased.Forexample,thecostofraw materialto makeLheproductwillvarywith production. A secondshor ...
ALTERNATIVEAPPROACHESTODETERMININGPRICE 245 Tothe customer,priceis the onlyunpleasan t partofbuying. Priceisthe easiestmarketin ...
246 CHAPTER 9 PRICINGTHEPRODUCT .- MARKETING CAPSULE • Approachestodeterminingpriceinclude: a. Cost-plusandmark-ups b.Demand-or ...
THE WALL STREET JOURNAL. INPRACTICE Customersmakejudgmentf.about pricingbasedonperceivedvalue, notproductioncosts.Fororganiza- t ...
248 CHAPTER 9 PRICINGTHEPRODUCT Summary Thechapterbeginsbydefiningpricefromtheperspectiveoftheconsumer,society,andthebusiness. E ...
CASEAPPLICATION 2 4 9 4.Whatconditionsarenecessaryif a "pricingabovethecompetition"strategyistobesuccessful? Discussthealternat ...
250 CHAPTER 9 PRICINGTHE PRODUCT unitsatpricesfrom$1,500to$2,500, Cowingwasadamantthatnoneofthesesystemsgaveasbright a pictureas ...
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