The document discusses various considerations and approaches for setting prices, including: 1) Internal factors like marketing objectives, costs, and desired positioning affect pricing decisions. External factors like demand, competitors' prices, and customer perceptions also influence prices. 2) There are different pricing strategies such as value-based pricing, cost-based pricing, penetration pricing, and product-mix pricing. Companies also adjust prices using strategies like discounts, segmented pricing, and promotional pricing. 3) Setting the right price depends on analyzing the demand curve and price elasticity, as well as studying competitors' offerings. Companies aim to find the optimal price between the ceiling and floor.

1. Pricing : Considerations & Approaches

5. Considerations in Setting Price

10. Cost Per Unit at Different Levels of Production

11. Cost Per Unit as a Function of Production Experience

19. Two Hypothetical Demand Schedules

20. Hypothetical Examples of Demand Curves

21. Effects of ‘non-price’ variables

22. Inelastic and Elastic Demand

28. Nine Price/Quality Strategies