ch14 pricing strategies

DEVELOPING PRICING STRATEGIES AND PROGRAMS MM Kui Ateneo Graduate School of Business Top 10 Concepts

Outline: Pricing… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 1: Pricing is an integral part of the marketing mix ,[object Object],[object Object],[object Object]

Concept 2: Buyers are not just “price takers” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 3: A clear objective is essential for pricing decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 4: Pricing must always respond to the times ,[object Object],[object Object],[object Object],[object Object]

Concept 4: Pricing must always respond to the times ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 4: Pricing must always respond to the times ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 5: Base your price on your competitors’, and anticipate a response ,[object Object],[object Object],[object Object]

Concept 6: Select the best pricing method for you ,[object Object],[object Object],[object Object],[object Object]

Concept 6: Select the best pricing method for you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 7: Pricing is not always about “lowest price” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 7: Pricing is not always about “lowest price” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 8: Price differentiation is a useful tool ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 8: Price differentiation is a useful tool ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 9: Advertising allows a product to boost its price ,[object Object],[object Object],[object Object]

Concept 10: Price increases must not alienate customers ,[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 10: Price increases must not alienate customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Concept 10: Price increases must not alienate customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary: Pricing… ,[object Object],[object Object],[object Object],[object Object],[object Object]

My Conclusion: Pricing should be the foremost concern, as it: ,[object Object],[object Object],[object Object],[object Object]

ch14 pricing strategies

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