1. PROFESSIONAL ENGLISH IN USE - MARKETING Unit 25
PRICE
PROFESSIONAL ENGLISH IN USE - MARKETING
Unit 25

2. PRICE + PRICING
What is a process?
What is the result?
PRICING
PRICE

3. VIDEO 6 countries – 6 different price Competitors?
McDonald's Marketing casestudy: International Marketing

4. BELGIUM
Big Mac Menu
Competitors:
5,80 euros
QUICK

5. FRANCE
Big Mac Menu
Competitors:
6,80 euros
QUICK Drive

6. SPAIN
Big Mac Menu
Competitors:
6,50 euros
BURGER KING
Bocatta
KFC

7. REPUBLIC OF IRELAND Big Mac Menu Competitors: 6,70 euros BURGER KINGS
Abrakebabra
Supermac´s
KFC
Eddie Rocket´s

8. AUSTRIA
Big Mac Menu
Competitors:
5,19 euros
KFC

9. CZECH REPUBLIC Big Mac Menu Competitors: 5,15 - 6,40 euros KFC
BURGER KING

10. PRICING STRATEGIES There is a competitive advantage, use a HIGH PRICE
You need to gain market share, use a LOW PRICE (when achieved, the price can go up)
PREMIUM PRICING
PENETRATION PRICING

11. PRICING STRATEGIES All costs are kept to a minimum to have a LOW PRICE
You have a new product type, you can use a HIGH PRICE (when new competitors come, the price must go down)
ECONOMY PRICING
PRICE SKIMMING

12. PRICING STRATEGIES BUNDLING or PRODUCT BUNDLE PRICING
CAPTIVE PRODUCT PRICING
Several kinds of products are in the same package
Customers are captured where a product has complements – no choice for cheaper ones

13. What is PSYCHOLOGICAL PRICING?
PRICING STRATEGIES
What is PSYCHOLOGICAL PRICING?

14. PRICING STRATEGIES
You can study  (free of charge ): (N_AJ_1, studijní materiály) PEU Marketing, Unit 25 Password: VSFSMgr