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Published byPamela Holland Modified over 8 years ago
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BUILDING THE PRICE FOUNDATION C HAPTER 13
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What is a Price? Barter Price as an Indicator of Value Value-pricing Price in the Marketing Mix Profit Equation NATURE AND IMPORTANCE OF PRICE
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The price of four different purchases
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Steps in setting price
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Identifying Pricing Constraints Demand for the Product Class, Product, and Brand Newness of the Product: Stage in the Product Life Cycle Single Product versus a Product Line Cost of Producing and Marketing the Product Cost of Changing Prices and Time Period They Apply Types of Competitive Markets Pure monopoly, Oligopoly, Monopolistic competition, Pure competition Competitors Prices STEP 1: IDENTIFY PRICING CONSTRAINTS AND OBJECTIVES
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Pricing, product, and advertising strategies available to firms in four types of... markets
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Identifying Pricing Objectives Profit Sales Market Share Unit Volume Survival Social Responsibility STEP 1: IDENTIFY PRICING CONSTRAINTS AND OBJECTIVES
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Where each dollar of your movie ticket goes
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Illustrative demand curves for Newsweek magazine
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Fundamentals of Estimating Revenue Total revenue Average revenue Marginal revenue Demand Curves and Revenue Price Elasticity of Demand Price Elasticity for Brands and Product Classes STEP 2: ESTIMATE DEMAND AND SERVICE
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Fundamental revenue concepts
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The Importance of Controlling Costs Total cost Fixed cost Variable cost Break-Even Analysis Break-even point STEP 3: DETERMINE COST, VOLUME, AND PROFIT RELATIONSHIPS
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Calculating a break-even point
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Break-even analysis chart
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