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MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice.

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Presentation on theme: "MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice."— Presentation transcript:

1 MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Pricing Understanding and Capturing Customer Value 9

2 9 -2 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall What is Price Price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service.

3 9-3 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Customer Value-Based Pricing Buyer’s Perceptions of Value Good-value pricing Value-added pricing

4 9 -4 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Cost-Based Pricing Setting Price Based on Costs Cost-Plus Pricing Breakeven Pricing

5 9 -5 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Types of Costs Fixed Costs Variable Costs Total Costs

6 9 -6 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Internal and External Considerations Affecting Price Decision Overall Marketing Strategy, Objectives, and Mix Organizational Considerations The Economy The GovernmentSocial Concerns The Market and Demand

7 9 -7 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Pricing in Different Types of Markets Pricing Pure competition Monopolistic competition Oligopolistic competition Monopoly

8 9 -8 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall New-Product Pricing Market-skimming pricing Market-penetration pricing

9 9 -9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall PRODUCT MIX PRICING

10 9 -10 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall PRICE ADJUSTMENTS

11 9-11 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Pricing within Channel Levels Prohibited Price fixing – talking with competitors to set prices Predatory pricing – selling below cost with the intention of punishing a competitor or putting them out of business

12 9-12 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Pricing across Channel Levels Prohibited Price discrimination – ensure same price to customers at given level of trade Price maintenance – requiring dealers to charge a specified retail price Deceptive pricing – seller states price that may mislead customers


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