SlideShare ist ein Scribd-Unternehmen logo
1 von 28
Chapter Ten Pricing Understanding and Capturing Customer Value
Pricing Concepts Understanding and  Capturing Customer Value ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],What Is a Price?
Factors to Consider When Setting Prices ,[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider  When Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider  When Setting Prices ,[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object]
Factors to Consider  When Setting Prices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object],[object Object]
Factors to Consider  When  Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],Costs as a Function of Production Experience
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cost-Plus Pricing
Factors to Consider  When Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider  When Setting Prices ,[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object]
Factors to Consider When  Setting Prices ,[object Object],[object Object],[object Object],[object Object],[object Object]
Factors to Consider  When Setting Prices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors to Consider When Setting Prices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Factors to Consider  When  Setting Prices ,[object Object]
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc.   Publishing as Prentice Hall

Weitere ähnliche Inhalte

Was ist angesagt?

Motivating the channel members
Motivating the channel membersMotivating the channel members
Motivating the channel membersShwetanshu Gupta
 
Chapter 4 Consumer Motivation
Chapter 4 Consumer MotivationChapter 4 Consumer Motivation
Chapter 4 Consumer MotivationAvinash Kumar
 
Service environment
Service environmentService environment
Service environmentPrithvi Ghag
 
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONSPRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONSJithin Omanakuttan
 
Pricing Understanding and Capturing Customer Value - Marketing
Pricing Understanding and Capturing Customer Value - MarketingPricing Understanding and Capturing Customer Value - Marketing
Pricing Understanding and Capturing Customer Value - MarketingFaHaD .H. NooR
 
Market Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningMarket Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningDaniel Gibson
 
Relationship Development Strategies
Relationship Development StrategiesRelationship Development Strategies
Relationship Development StrategiesVeli Bahçeci
 
Services marketing mix - product, price, place, promotion
Services marketing mix - product, price, place, promotionServices marketing mix - product, price, place, promotion
Services marketing mix - product, price, place, promotionkartiktherealhero3
 
Extended Marketing Mix
Extended Marketing MixExtended Marketing Mix
Extended Marketing MixSteve Raybould
 
Salesmanship 1
Salesmanship 1Salesmanship 1
Salesmanship 1abdul m
 
Marketing 7 ps presentation
Marketing 7 ps presentationMarketing 7 ps presentation
Marketing 7 ps presentationhappiness daniel
 
Pricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValuePricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValueAkib Hasan Srabon
 
Marketing mix the 7 p's of marketing
Marketing mix  the 7 p's of marketingMarketing mix  the 7 p's of marketing
Marketing mix the 7 p's of marketingEli Santos
 
Professional Salesmanship: The company and its products
Professional Salesmanship: The company and its productsProfessional Salesmanship: The company and its products
Professional Salesmanship: The company and its productsLena Argosino
 
Consumer behavior ch4 personality, self image, and life style moghimi
Consumer behavior ch4 personality, self image, and life style moghimiConsumer behavior ch4 personality, self image, and life style moghimi
Consumer behavior ch4 personality, self image, and life style moghimiBahman Moghimi
 

Was ist angesagt? (20)

Products and services
Products and servicesProducts and services
Products and services
 
Chapter 1 - Introduction to Consumer Behavior
Chapter 1 - Introduction to Consumer Behavior Chapter 1 - Introduction to Consumer Behavior
Chapter 1 - Introduction to Consumer Behavior
 
Motivating the channel members
Motivating the channel membersMotivating the channel members
Motivating the channel members
 
Chapter 4 Consumer Motivation
Chapter 4 Consumer MotivationChapter 4 Consumer Motivation
Chapter 4 Consumer Motivation
 
Service environment
Service environmentService environment
Service environment
 
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONSPRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
PRICING DECISIONS & FACTORS INFLUENCING PRICING DECISIONS
 
Philippine SMEs
Philippine SMEsPhilippine SMEs
Philippine SMEs
 
Pricing Understanding and Capturing Customer Value - Marketing
Pricing Understanding and Capturing Customer Value - MarketingPricing Understanding and Capturing Customer Value - Marketing
Pricing Understanding and Capturing Customer Value - Marketing
 
Market Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningMarket Segmentation, Targeting and Positioning
Market Segmentation, Targeting and Positioning
 
Sales Dialogue
Sales DialogueSales Dialogue
Sales Dialogue
 
Relationship Development Strategies
Relationship Development StrategiesRelationship Development Strategies
Relationship Development Strategies
 
Services marketing mix - product, price, place, promotion
Services marketing mix - product, price, place, promotionServices marketing mix - product, price, place, promotion
Services marketing mix - product, price, place, promotion
 
Extended Marketing Mix
Extended Marketing MixExtended Marketing Mix
Extended Marketing Mix
 
Salesmanship 1
Salesmanship 1Salesmanship 1
Salesmanship 1
 
Pricing- PHILIP KOTLER
Pricing- PHILIP KOTLERPricing- PHILIP KOTLER
Pricing- PHILIP KOTLER
 
Marketing 7 ps presentation
Marketing 7 ps presentationMarketing 7 ps presentation
Marketing 7 ps presentation
 
Pricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer ValuePricing- Understanding & Capturing Customer Value
Pricing- Understanding & Capturing Customer Value
 
Marketing mix the 7 p's of marketing
Marketing mix  the 7 p's of marketingMarketing mix  the 7 p's of marketing
Marketing mix the 7 p's of marketing
 
Professional Salesmanship: The company and its products
Professional Salesmanship: The company and its productsProfessional Salesmanship: The company and its products
Professional Salesmanship: The company and its products
 
Consumer behavior ch4 personality, self image, and life style moghimi
Consumer behavior ch4 personality, self image, and life style moghimiConsumer behavior ch4 personality, self image, and life style moghimi
Consumer behavior ch4 personality, self image, and life style moghimi
 

Andere mochten auch

Module 8 the promotional mix
Module 8  the promotional mixModule 8  the promotional mix
Module 8 the promotional mixJeVaughn Ferguson
 
Module 2 scanning the marketing environment
Module 2 scanning the marketing environmentModule 2 scanning the marketing environment
Module 2 scanning the marketing environmentJeVaughn Ferguson
 
Module 5 integrated marketing communication strategy
Module 5 integrated marketing communication strategyModule 5 integrated marketing communication strategy
Module 5 integrated marketing communication strategyJeVaughn Ferguson
 
Module 1 marketing in a changing world
Module 1 marketing in a changing worldModule 1 marketing in a changing world
Module 1 marketing in a changing worldJeVaughn Ferguson
 
Module 8 the promotional mix (2)
Module 8  the promotional mix (2)Module 8  the promotional mix (2)
Module 8 the promotional mix (2)JeVaughn Ferguson
 
Module 3 marketing research and information systems
Module 3 marketing research and information systemsModule 3 marketing research and information systems
Module 3 marketing research and information systemsJeVaughn Ferguson
 
Module 5 product and service marketing
Module 5  product and service marketingModule 5  product and service marketing
Module 5 product and service marketingJeVaughn Ferguson
 
Module 8 the promotional mix (2)
Module 8  the promotional mix (2)Module 8  the promotional mix (2)
Module 8 the promotional mix (2)JeVaughn Ferguson
 
Module 4 identifying market segments and selecting targeting markets
Module 4  identifying market segments and selecting targeting marketsModule 4  identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting marketsJeVaughn Ferguson
 
Module 8 the promotional mix (3)
Module 8  the promotional mix (3)Module 8  the promotional mix (3)
Module 8 the promotional mix (3)JeVaughn Ferguson
 
Module 3 marketing research and information systems
Module 3 marketing research and information systemsModule 3 marketing research and information systems
Module 3 marketing research and information systemsJeVaughn Ferguson
 
Principles of marketing course outline
Principles of marketing course outlinePrinciples of marketing course outline
Principles of marketing course outlineJeVaughn Ferguson
 
Module 1 marketing in a changing world
Module 1 marketing in a changing worldModule 1 marketing in a changing world
Module 1 marketing in a changing worldJeVaughn Ferguson
 
Module 4 identifying market segments and selecting targeting markets
Module 4  identifying market segments and selecting targeting marketsModule 4  identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting marketsJeVaughn Ferguson
 
Module 8 the promotional mix (3)
Module 8  the promotional mix (3)Module 8  the promotional mix (3)
Module 8 the promotional mix (3)JeVaughn Ferguson
 
Module 7 managing distribution channels
Module 7  managing distribution channelsModule 7  managing distribution channels
Module 7 managing distribution channelsJeVaughn Ferguson
 
Module 7 managing distribution channels
Module 7  managing distribution channelsModule 7  managing distribution channels
Module 7 managing distribution channelsJeVaughn Ferguson
 
Module 5 product and service marketing
Module 5  product and service marketingModule 5  product and service marketing
Module 5 product and service marketingJeVaughn Ferguson
 

Andere mochten auch (20)

Ap aformat
Ap aformatAp aformat
Ap aformat
 
Module 8 the promotional mix
Module 8  the promotional mixModule 8  the promotional mix
Module 8 the promotional mix
 
Module 2 scanning the marketing environment
Module 2 scanning the marketing environmentModule 2 scanning the marketing environment
Module 2 scanning the marketing environment
 
Module 5 integrated marketing communication strategy
Module 5 integrated marketing communication strategyModule 5 integrated marketing communication strategy
Module 5 integrated marketing communication strategy
 
Module 1 marketing in a changing world
Module 1 marketing in a changing worldModule 1 marketing in a changing world
Module 1 marketing in a changing world
 
Module 8 the promotional mix (2)
Module 8  the promotional mix (2)Module 8  the promotional mix (2)
Module 8 the promotional mix (2)
 
Module 3 marketing research and information systems
Module 3 marketing research and information systemsModule 3 marketing research and information systems
Module 3 marketing research and information systems
 
Module 6 pricing products
Module 6  pricing productsModule 6  pricing products
Module 6 pricing products
 
Module 5 product and service marketing
Module 5  product and service marketingModule 5  product and service marketing
Module 5 product and service marketing
 
Module 8 the promotional mix (2)
Module 8  the promotional mix (2)Module 8  the promotional mix (2)
Module 8 the promotional mix (2)
 
Module 4 identifying market segments and selecting targeting markets
Module 4  identifying market segments and selecting targeting marketsModule 4  identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting markets
 
Module 8 the promotional mix (3)
Module 8  the promotional mix (3)Module 8  the promotional mix (3)
Module 8 the promotional mix (3)
 
Module 3 marketing research and information systems
Module 3 marketing research and information systemsModule 3 marketing research and information systems
Module 3 marketing research and information systems
 
Principles of marketing course outline
Principles of marketing course outlinePrinciples of marketing course outline
Principles of marketing course outline
 
Module 1 marketing in a changing world
Module 1 marketing in a changing worldModule 1 marketing in a changing world
Module 1 marketing in a changing world
 
Module 4 identifying market segments and selecting targeting markets
Module 4  identifying market segments and selecting targeting marketsModule 4  identifying market segments and selecting targeting markets
Module 4 identifying market segments and selecting targeting markets
 
Module 8 the promotional mix (3)
Module 8  the promotional mix (3)Module 8  the promotional mix (3)
Module 8 the promotional mix (3)
 
Module 7 managing distribution channels
Module 7  managing distribution channelsModule 7  managing distribution channels
Module 7 managing distribution channels
 
Module 7 managing distribution channels
Module 7  managing distribution channelsModule 7  managing distribution channels
Module 7 managing distribution channels
 
Module 5 product and service marketing
Module 5  product and service marketingModule 5  product and service marketing
Module 5 product and service marketing
 

Ähnlich wie Module 6 pricing products

2011.10 marketing principles
2011.10 marketing principles2011.10 marketing principles
2011.10 marketing principlesStephan Langdon
 
Chapter 10 (pricing) (customer perceptions of value) visual bee
Chapter 10 (pricing) (customer perceptions of value)   visual beeChapter 10 (pricing) (customer perceptions of value)   visual bee
Chapter 10 (pricing) (customer perceptions of value) visual beeSoftSol
 
pricing decisions
pricing decisionspricing decisions
pricing decisionsVTU,Belgaum
 
Unit ii pricing
Unit ii pricingUnit ii pricing
Unit ii pricingIndira
 
Marketing Chapter 21
Marketing Chapter 21Marketing Chapter 21
Marketing Chapter 21WanBK Leo
 
M10 L5 Pricing Policies and Strategies
M10 L5 Pricing Policies and StrategiesM10 L5 Pricing Policies and Strategies
M10 L5 Pricing Policies and StrategiesNCVPS
 
Pricing by Philiph Kotler
Pricing by Philiph KotlerPricing by Philiph Kotler
Pricing by Philiph KotlerFahad Aziz
 
Pricing strategy and management
Pricing strategy and managementPricing strategy and management
Pricing strategy and managementBabasab Patil
 
Pricing techniques
Pricing techniques Pricing techniques
Pricing techniques Hari C
 
Pricing Products: Pricing Considerations and Strategies
Pricing Products: Pricing Considerations and StrategiesPricing Products: Pricing Considerations and Strategies
Pricing Products: Pricing Considerations and StrategiesGhila Valenzuela
 
Ch.10 marketing .pdf
Ch.10 marketing .pdfCh.10 marketing .pdf
Ch.10 marketing .pdfAnjumTayyab
 
price is to set a monetary cost for products and services of financial and ba...
price is to set a monetary cost for products and services of financial and ba...price is to set a monetary cost for products and services of financial and ba...
price is to set a monetary cost for products and services of financial and ba...MengsongNguon
 
2011.11 marketing principles
2011.11 marketing principles2011.11 marketing principles
2011.11 marketing principlesStephan Langdon
 

Ähnlich wie Module 6 pricing products (20)

Kotler pom13e instructor_10
Kotler pom13e instructor_10Kotler pom13e instructor_10
Kotler pom13e instructor_10
 
2011.10 marketing principles
2011.10 marketing principles2011.10 marketing principles
2011.10 marketing principles
 
Chapter 10 (pricing) (customer perceptions of value) visual bee
Chapter 10 (pricing) (customer perceptions of value)   visual beeChapter 10 (pricing) (customer perceptions of value)   visual bee
Chapter 10 (pricing) (customer perceptions of value) visual bee
 
Pricing decisions
Pricing decisionsPricing decisions
Pricing decisions
 
pricing decisions
pricing decisionspricing decisions
pricing decisions
 
Unit ii pricing
Unit ii pricingUnit ii pricing
Unit ii pricing
 
Kotler pom13e instructor_11
Kotler pom13e instructor_11Kotler pom13e instructor_11
Kotler pom13e instructor_11
 
Marketing Chapter 21
Marketing Chapter 21Marketing Chapter 21
Marketing Chapter 21
 
Pricing
PricingPricing
Pricing
 
M10 L5 Pricing Policies and Strategies
M10 L5 Pricing Policies and StrategiesM10 L5 Pricing Policies and Strategies
M10 L5 Pricing Policies and Strategies
 
Chap 10 e161
Chap 10 e161Chap 10 e161
Chap 10 e161
 
Pricing by Philiph Kotler
Pricing by Philiph KotlerPricing by Philiph Kotler
Pricing by Philiph Kotler
 
Pricing strategy and management
Pricing strategy and managementPricing strategy and management
Pricing strategy and management
 
Pricing techniques
Pricing techniques Pricing techniques
Pricing techniques
 
Pricing Products: Pricing Considerations and Strategies
Pricing Products: Pricing Considerations and StrategiesPricing Products: Pricing Considerations and Strategies
Pricing Products: Pricing Considerations and Strategies
 
Ch.10 marketing .pdf
Ch.10 marketing .pdfCh.10 marketing .pdf
Ch.10 marketing .pdf
 
price is to set a monetary cost for products and services of financial and ba...
price is to set a monetary cost for products and services of financial and ba...price is to set a monetary cost for products and services of financial and ba...
price is to set a monetary cost for products and services of financial and ba...
 
2011.11 marketing principles
2011.11 marketing principles2011.11 marketing principles
2011.11 marketing principles
 
Pricing decision
Pricing decisionPricing decision
Pricing decision
 
Pricing considerations in Marketing
Pricing considerations in MarketingPricing considerations in Marketing
Pricing considerations in Marketing
 

Module 6 pricing products

  • 1. Chapter Ten Pricing Understanding and Capturing Customer Value
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc.   Publishing as Prentice Hall

Hinweis der Redaktion

  1. Check with pdf