Marketing Management 15 | Steps in Setting Price
3.5 هزار بار بازدید -
4 سال پیش
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Marketing Management Steps in Setting
Marketing Management
Steps in Setting Price
Value pricing,
Going-rate pricing ,
Auction-type pricing,
Survival, (overcapacity, intense competition, changing consumer wants)
Maximum current profit (can estimate the demand and cost associated with alternative prices)
Maximum market share (market skimming)
Maximum market skimming
Product-quality leadership
The product is more distinctive, low cost items, or items they buy infrequently.
There are no or few substitutes or competitors
Buyers cannot easily compare the quality of substitutes
Buyers are slow to change their buying habits.
Buyer do not readily notice the higher price
Part of the cost is paid by another party
The product is used with previously purchased assets
The product is assumed to have high quality and prestige, hence feel higher price is justified.
Buyers cannot store the product
Fixed costs (rent, salaries)
Variable costs (Raw material, microprocessor chips, packaging material)
Total costs
Average cost
Cost at different levels of production
Markup pricing
The Mark-up pricing is the method of adding a certain percentage of a markup to the cost of the product to determine the selling price
Target-return pricing
The Target-Return Pricing is a method wherein the firm determines the price on the basis of a target rate of return on the investment i.e. what the firm expects from the investments made in the venture.
Perceived-value pricing
Buyer’s image, warranty, product performance, supplier reputation, trust.
Steps in Setting Price
Value pricing,
Going-rate pricing ,
Auction-type pricing,
Survival, (overcapacity, intense competition, changing consumer wants)
Maximum current profit (can estimate the demand and cost associated with alternative prices)
Maximum market share (market skimming)
Maximum market skimming
Product-quality leadership
The product is more distinctive, low cost items, or items they buy infrequently.
There are no or few substitutes or competitors
Buyers cannot easily compare the quality of substitutes
Buyers are slow to change their buying habits.
Buyer do not readily notice the higher price
Part of the cost is paid by another party
The product is used with previously purchased assets
The product is assumed to have high quality and prestige, hence feel higher price is justified.
Buyers cannot store the product
Fixed costs (rent, salaries)
Variable costs (Raw material, microprocessor chips, packaging material)
Total costs
Average cost
Cost at different levels of production
Markup pricing
The Mark-up pricing is the method of adding a certain percentage of a markup to the cost of the product to determine the selling price
Target-return pricing
The Target-Return Pricing is a method wherein the firm determines the price on the basis of a target rate of return on the investment i.e. what the firm expects from the investments made in the venture.
Perceived-value pricing
Buyer’s image, warranty, product performance, supplier reputation, trust.
4 سال پیش
در تاریخ 1399/02/22 منتشر شده
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