Top 10 Learning Concepts Kotler Chapter 14 Zaragoza S080135 De Ungria V54 (Reupload due to Previous Visual Lapses)

1. TOP 10 Learning Concepts Ch 14 Developing Pricing Strategies and Programs Meghann Thereze O. Zaragoza April 1, 2011 meghanngettingthere.blogspot.com

3. Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Reference Prices Price-quality Inferences Price Endings Price Cues

4. #1 Consumers COMPARE an OBSERVED price to an internal price they remember or an external reference meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Reference Prices

5. #2 Consumers use PRICE as an Indicator of QUALITY meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Price-quality Inferences

6. #3 Prices that end in “9” or an odd number are deemed to be a bargain meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Price Endings

7. #4 More signs, more exposure = Less effective cues meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Price Cues

8. Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Reference Prices Price-quality Inferences Price Endings Price Cues

9. There are 6 Steps in Setting Price meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Select the Price Objective Determine Demand Estimate Costs Analyze Competitor Price Mix Select Pricing Method Select Final Price

11. STEP 2: Determine the DEMAND that impacts the PRICE and Company’s Marketing Objectives meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Price Sensitivity Price Elasticity of Demand Guess/Estimate Demand Curves

12. STEP 3: Estimate the Costs that will set the Price Floor meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Types of Costs Accumulated Production Activity-Based Cost Accounting Target Costing

14. STEP 4: Analyze the Competitor’s Costs, Prices and Offers meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition

15. STEP 5: SELECT Prices through 6 METHODS considering Customer’s Demand, Cost Function and Competitors’ Prices meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Markup Target-return Perceived-value Going-rate Auction-type Value

16. STEP 5: Method #1 MARKUP -- ADD TO THE COST meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Markup

17. STEP 5: METHOD #2 -- TARGET-RETURN: PRICE THAT WILL YIELD THE WANTED ROI meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Target-return ROI

18. STEP 5: METHOD #3 PERCEIVED VALUE: WHAT THE CONSUMERS THINK meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Perceived-value

19. STEP 5: METHOD #4 VALUE: MORE FOR LESS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Value

20. STEP 5: METHOD #5 GOING-RATE -- GO WITH THE FLOW meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Going-rate

21. STEP 5: SELECT Prices through 6 METHODS -- 6 AUCTION TYPE – LET THEM BID meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Auction-type

22. STEP 5: 6 Price Setting METHODS considering Customer’s Demand, Cost Function and Competitors’ Prices meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Markup Target-return Perceived-value Going-rate Auction-type Value

23. STEP 6: SELECT A FINAL PRICE considering 4 Important Factors meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Impact of Other Marketing Activities Company Pricing Policies Gain-and-Risk Impact of Price on Other Parties

24. Summary of 6 PRICE SETTING STEPS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Select the Price Objective Determine Demand Estimate Costs Analyze Competitor Price Mix Select Pricing Method Select Final Price

25. ADAPT PRICES using a Price Structure through 4 Strategies meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Geographical Discounts/Allowances Promotional Differentiated

26. Prices for Different Customers in Different Locations meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Geographical

27. Companies give DISCOUNTS and ALLOWANCES to INCREASE PROFITS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Discounts/Allowances

28. PROMOS help COMPANIES INCREASE SALES meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Promotional

29. Companies adjust prices to accommodate DIFFERENCES in customers and needs meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Differentiated

30. Companies develop a Price Structure in order to Adapt Prices through 4 Strategies meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Geographical Discounts/Allowances Promotional Differentiated

32. TOP 10 Learning Concepts Ch 14 Developing Pricing Strategies and Programs Meghann Thereze O. Zaragoza April 1, 2011 meghanngettingthere.blogspot.com