Marketing Essay

805 words - 4 pages

Copyright © 2013 by McGraw-Hill Education (Asia).

LEARNING OBJECTIVES (LO)
After reading Chapter 14, you should be able to:

LO1

Describe  how  to  establish  the  “approximate   price  level”  using  demand-oriented, costoriented, profit-oriented, and competitionoriented approaches.
Recognize the major factors considered in deriving a final list or quoted price from the approximate price level.
1-2

LO2

Arriving at the Final Price

LEARNING OBJECTIVES (LO)
After reading Chapter 14, you should be able to:

LO3

Identify the adjustments made to the approximate price level on the basis of discounts, allowances, and geography. Discuss the laws and regulations affecting ...view middle of the document...

icing
• Cost-Plus Percentageof-Cost Pricing • Cost-Plus Fixed-Fee Pricing

Experience Curve Pricing

LO1

1-10

Establishing  an  ‘Appropriate  Price  Level’

Selecting an Appropriate Price Level
Profit-Oriented Pricing Approaches

 

Target Profit Pricing Target Return-on-Sales Pricing Target Return-on-Investment Pricing

LO1

1-11

Establishing  an  ‘Appropriate  Price  Level’

FIGURE 14-4 Results of a computer spreadsheet simulation to select a price to achieve a target return on investment

LO1

1-12

Establishing  an  ‘Appropriate  Price  Level’

Selecting an Appropriate Price Level
Competition-Oriented Pricing Approaches

Customary Pricing

Above-, At-, or Below-Market Pricing Loss-Leader Pricing

LO1

1-13

Establishing  an  ‘Appropriate  Price  Level’

Using Marketing Dashboards
Are Red-Bull Prices Above/At/Below the Market?

  Dollar Sales ($) Market Share for a Brand Price Premium (%) =  Š1  Pound Volume (Units or #) Market Share for a Brand  

LO1

1-14

Establishing  an  ‘Appropriate  Price  Level’

Setting the List Price
Choosing a Price Policy

One-Price Policy Flexible-Price Policy
• Dynamic Pricing • Clickstream

LO2

1-15

Major Factors between the Appropriate & Final Price Level

Setting the List Price
3C Effects on Pricing: Company, Customer, Competitor

Company Effects
• Product-Line Pricing

 

Customer Effects Competitive Effects
• Price War

LO2

1-16

Major Factors between the Appropriate & Final Price Level

Setting the List Price
Balancing Incremental Costs & Revenue

Marginal Analysis
• How many units to sell for a $1,000 advertisement? • How much savings on unit variable cost if invest in $10,000 machine?

LO2

1-17

Major Factors between the Appropriate & Final Price Level

FIGURE 14-5 The power of marginal analysis in real world decisions

LO2

1-18

Major Factors...

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