The document discusses key concepts in developing pricing strategies and programs. It provides 10 learning questions related to pricing objectives, determining demand and price sensitivity, pricing methods, and factors to consider when selecting the final price. The questions cover topics like pricing mistakes, consumer pricing psychology, pricing objectives, demand curves, price adaptation strategies, approaches to avoid price shocks, and the impact of other marketing activities on price.
Ch 14 Developing Pricing Strategies And Programs Manalang
1. TOP 10 Learning Questions for CHAPTER 14: DEVELOPING PRICING STRATEGIES AND PROGRAMS Antonieta Manalang September 23, 2010
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3. Steps in Setting Price Select the price objective Determine demand Estimate costs Analyze competitor price mix Select pricing method Select final price 2 1
4. Steps in Setting Price Select the price objective (The clearer a firm’s objective, the easier it is to set price) Determine demand ( Setting of different prices by product item, market segment, distribution channels, and purchase occasion) Estimate costs (Companies must consider the product costs and utilize different pricing methods) Analyze competitor price mix (The company must take into account its competitors’ costs, prices, and possible price reactions) Select pricing method (The 3 considerations for pricing are the 3 C’s: Cost of Product, Customers and Competitors Select final price (Other factors to consider in pricing are: impact of marketing activities, company pricing policies, gain and risk sharing pricing, and the impact of price on other parties 3
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