1. CHAPTER 7
PRICING

2. 7.1 DETERMINING THE PRICE 2 key factors that determine price:
Cost of doing business
Profit that a company hopes to make
Break-Even Analysis
How many units must be sold at a given price to cover costs

3. 7.1 DETERMINING THE PRICE Variable costs Fixed costs
Depend on the # of goods sold or services rendered
Ex: Cost of shampoo a hairstylist needs depends on # of clients
Fixed costs
Constant, independent of sales or other variables
Ex: rent, insurance, salaries, etc.

4. 7.1 DETERMINING THE PRICE Gross Profit/Contribution Margin
The selling price minus the variable cost
Breakeven Point:
Breakeven Point (BEP) = fixed costs / gross profit
# of units that need to be sold to break even

5. 7.1 DETERMINING THE PRICE Economies of Scale
The more products a company makes, the lower the cost of production

6. 7.1 DETERMINING THE PRICE
FOUR pricing strategies dependent on economies of scale:
1. Developing Products for Private-Label Companies
Same potato chips
Brand name – higher price
Store-brand name – lower price
2. Creating a Barrier to Entry (low pricing)
3. Creating New Brands
4. Merging with Competitors

7. 7.1 DETERMINING THE PRICE Diseconomies of Scale
Maximizing output does not always lead to lower cost
Companies can become too large which may lead to inefficiencies in machinery and communications etc.

8. 7.1 DETERMINING THE PRICE
What are the 5 most common pricing mistakes?

9. 5 MOST COMMON MISTAKES
Price War – slashing prices because competitors are doesn't always work
Lost Value – If a cost or service is not factored into a price
Cost-Based Pricing – Better to have a markup based on the value received by the customer (not cost)

10. 5 MOST COMMON MISTAKES
Underpricing Your Service – May cause too much demand that cannot be met
The Psychology of Price
Image may dictate pricing
Convenience for the consumer can be created (Ex: total comes to $5 rather than $5.09)

11. 7.1 DETERMINING THE PRICE
What are some fixed and variable costs of your daily life?
What is the biggest problem with a business being too big?