Download presentation

Published byShannon Mull Modified over 4 years ago

1
Warm-up What factors should be considered when determining the price of a product? Do you have a calculator with you? If you need one, take from bag on my desk

2
**Part of the Marketing Mix (Product, Price, Place, Promotion)**

Pricing Strategies Part of the Marketing Mix (Product, Price, Place, Promotion)

3
**Pricing Objectives Meeting a return on investment or profit**

Building Traffic Achieving market share Increasing sales Creating an image Social objectives

4
Pricing Strategies Three major factors used when determining a price for a product Demand Competition Cost

5
**Markup Pricing Selling Price = Cost x (1 + mark-up percent) Example:**

Cost-Oriented Pricing Producers calculate the COST of making a product, then add preferred profit Markup Pricing Commonly used by wholesalers & retailers Expressed as a percentage Selling Price = Cost x (1 + mark-up percent) Example: Costs store $7 Store seeks a 25 percent markup What will the selling price be? 7 x 1.25 = 8.75

6
**Example 2 Store buys for $12 Sells for $20 What is the mark-up?**

20 – 12 = 8 8/12 = 66%

7
**Cost-Plus Pricing Commonly used by manufacturers & service businesses**

Cost-Oriented Pricing Producers calculate the COST of making a product, then add preferred profit Cost-Plus Pricing Commonly used by manufacturers & service businesses Expressed as a $ amount Example Job costs $200 to perform Add $100 as profit Charge $300 to the client = 300

8
Demand Oriented Pricing (Target Pricing) What are consumers willing to spend on a product or service? Price is set in relation to Demand & Supply of the product/service Limited Supply High Demand HIGH PRICE Plenty Supply Low Demand LOW PRICE

9
Product Line Pricing Pricing a product at various price levels in order to appeal to different segments of the market Example Appliance manufacturer creates a dishwasher Sells in different versions (basic, midline, and premium) Different prices for each version to appeal to different segments of buyers Targeted at consumers for whom price is important in choosing the model of a product

10
**Psychological Pricing**

Based on the theory that certain prices have a psychological impact Retail prices expressed as "odd prices“ or a little less than a round number Examples $7.99 vs. $8.00 $19.99 vs. $20.00 $199 vs. $200

11
**Remember these Pricing Strategies**

Three major factors used when determining a price for a product Demand Competition Cost Law of Demand Price Lining Psychological Pricing Markup Pricing Cost-Plus Pricing

12
**Competition-Oriented Pricing Three Possible Actions**

Price above competition Price below competition Price in line with competition (going-rate)

13
**Pricing Policies & Product Life Cycle Introducing a new product**

Sets a HIGH price Used when competition is low Lower price after introduction Skimming Sets a LOW price Used to build market share Price raised later Penetration

14
**Other Price Strategies**

Everyday Low Pricing (EDLP) Setting prices lower than competitors and never having sales. High-Low Strategy Set prices higher than EDLP stores but have many sales.

15
**Other Price Strategies**

Loss Leader Setting very low prices on certain items in order to build store traffic. Prestige Pricing Setting a very high price to create an image of high quality.

16
**Non-Price Competition**

Quality Service Relationship

17
**Pricing Strategies Summary**

Three major factors used when determining a price for a product Demand Competition Cost Law of Demand Price Lining Psychological Pricing Markup Pricing Cost-Plus Pricing Non-price competition Quality Service Relationships Skimming Penetration Going rate/in-line with competition

18
**Unit Price one unit (P) – Variable cost one unit(VC)**

Break-Even Analysis Process used to determine profitability at various levels of sales. Total Fixed Cost (FC) Unit Price one unit (P) – Variable cost one unit(VC) Break-even point = Fixed Cost = Expenses that remain the same no matter how many units are sold. Variable Cost = Costs that change according to the level of production. Breakeven Point = Point at which sales equal all costs.

19
**Determine the Break-Even Point**

Selling Price = $5 Variable Cost = $3 Fixed Cost = $50,000

Similar presentations

OK

April 30, 2012. Price – The value placed on goods and services being exchanged Determines profit or loss Demand Cost Product Life Cycle Competition.

April 30, 2012. Price – The value placed on goods and services being exchanged Determines profit or loss Demand Cost Product Life Cycle Competition.

© 2018 SlidePlayer.com Inc.

All rights reserved.

To make this website work, we log user data and share it with processors. To use this website, you must agree to our Privacy Policy, including cookie policy.

Ads by Google

Ppt on chemical bonding and structures Ppt on math quiz for grade 3 Ppt on machine translation jokes Ppt on complex numbers class 11th notes Ppt on tourism in karnataka Ppt on index numbers statistics Ppt on different layers of the earth Ppt on effective listening skills Ppt on cse related topics in biology Ppt on object-oriented programming concepts in c++