2. #THEPRICEMUSTBERIGHT
• Sales is the only revenue driver.
• Pricing decisions are essential to drive
the sales of a certain product.
3. #PRISIX: SIX-STEP PRICING PROCEDURE
• Selecting the Pricing Objective: Survival, Maximum Current Profit, Maximum Market
Share, Maximum Market Skimming, Product-Quality Leadership
• Determining Demand: Price sensitivity of customers
• Estimating Costs: Fixed, Variable, Overhead costs
• Analyzing Competitors’ Costs, Prices, and Offers
• Selecting a Pricing Method: Mark up Pricing, Target-Return Pricing
• Selecting the Final Price
4. #ADAPTANDSTRATEGIZE
• Geographical Pricing: Selling price will depend for every territory.
• Price discounts and allowances
• Promotional Pricing: Special event, Cash rebates, Low-interest
• Differentiated Pricing: Different prices for various types of customers.
5. #GOINGUP!
• Price increases are caused by the following:
• Cost inflation
• Anticipatory Pricing
• Overdemand
6. #GOINGDOWN!
• Price decreases are caused by the following:
• Excess plant capacity: Sell more at a lower price
• Market share desire: Lower price to gain a slice
of the pie
• Price-cutting might lead to the following
consequences:
• Low-quality trap
• Price-war trap
• Fragile-market-share trap
