1. MARKETING Concepts
as applied in the Ateneo MBA
Nathania Marija T. Villonco
Ateneo Graduate School of Business
May 10, 2013
www.nathaniavillonco.blogspot.com
3. Step 1: Selecting the Pricing Objective
Survival
Concept 1
Maximum current
profit, market share,
market skimming
Product-quality
leadership
4. Survival among competitors
1st Example of Concept 1
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• Jollibee prices objective to remain
competitive
5. Maximum Current Profit
2nd Example of Concept 1
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• companies with weak
competition set a high price that
produces the most cash flow
Php 169.00 Php 180.00 Php 245.00
6. Maximum Market Share
3rd Example of Concept 1
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• Increase in market share so as
to reap the benefit of large-
scale production.
7. Maximum Market Skimming
4th Example of Concept 1
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• company sets a higher price to
capture those customers who are
willing to pay more for a product.
Php 75.00 Php 25.00
8. Product Quality Leadership
5th Example of Concept 1
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• company aims to provide the best
quality product in the market, and
therefore charges more than its
competitors.
Php 140.00 Php 98.00 Php 62.00
10. Price
• Price reduced compared to
competitors to enter into
markets or increase sales.
1st Example of Concept 2
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11. Estimating Demand Curves
• relationship between the price
of a certain commodity and
the amount of it that
consumers are willing and able
to purchase at that given price.
2nd Example of Concept 2
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12. Price Elasticity of Demand
• fast food is
extremely
price elastic,
the slightest
change can
affect sales
significantly
3rd Example of Concept 2
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13. Step 3: Estimating Costs
Type of Costs
Concept 3
Activity-Based Cost
Accounting
Accumulated
Production
Target Costing
14. Type of Costs
• Fixed – rent, utilities
• Variable – inventory
1st Example of Concept 3
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15. Accumulated Production
• refers to the gain a
company experiences in
producing a product over
a period of time. Workers
learn shortcuts, materials
flow more smoothly, and
procurement costs fall
2nd Example of Concept 3
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16. Activity Based Accounting
• Identifies the costs of producing items or
services.
o Maintenance of the restaurant building.
o Refrigeration of new materials.
o Cardboard boxes for food order.
o Store manager's salary.
o Wages of the employees who clear and clean tables.
o Depreciation on equipment.
o Oil for the deep fat fryer (change every 4 hrs. )
3rd Example of Concept 3
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17. Target Costing
• Final cost is determined
after market analysis,
and the product is
designed or redesigned
to meet it
4th Example of Concept 3
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21. Selecting a Pricing Method
• Markup
• Target Return
• Perceived Value
1st Example of Concept 5
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Cost: US$ 0.08
Price: US$ 1.08
Markup: 1,250%
Investment
$10,000
Expected
sales volume
1,000 units
Profit
$10,000
sales volume
1,000 units
22. Selecting a Pricing Method
• Value
• Going rate
• Auction type
2nd Example of Concept 5
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Php 28.00 Php 25.00
23. Step 6: Selecting the Final Price
Concept 6
Impact of other
marketing activities
Company Pricing
policies
Gain-and-risk
sharing pricing
Impact of price on
other parties
24. Selecting the Final Price
• Impact of other marketing activities
• Company pricing policies
“Think global, act local”
1st Example of Concept 6
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25. Selecting the Final Price
• Gain and risk sharing price
• Impact of price on other parties
2nd Example of Concept 6
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30. • Since Campbelle’s is imported from the U.S.
price is affected geographically to cover
shipping and other expenses
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31. • Special offer for apples, provide larger
packs with a discounted price
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Php 25.00/each
Php 80.00/pack
Pack of 4 pieces
Vs.
32. • Seasonal promotions during holidays such
as Halloween give additional discounts
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33. • Different customer groups are charged
different prices for the same product,
students are often charged lower.
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35. MARKETING Concepts
as applied in the Ateneo MBA
Nathania Marija T. Villonco
Ateneo Graduate School of Business
May 10, 2013
www.nathaniavillonco.blogspot.com