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The Marketing Mix - Pricing (Factors Effecting Pricing Decisions (Pricing…
The Marketing Mix - Pricing
Types of Pricing
Competitor-based pricing
How strong are the current promotions
What are the competitor pricing stratergies
How does it compare to competitors
Customer-based pricing
Demand Pricing
Good-value pricing
Value-added pricing
Psychological-based pricing
Cost-based pricing
Break-even Analysis
Direct / marginal cost pricing
Direct / Variable Costs
Second-market discounting
Cost-plus pricing
Product Mix Pricing
Captive-product pricing
Optional-product pricing
By-product pricing
Product line pricing
Product bundle pricing
Pricing in business markets
Cash discounts
Quantity discounts
Seasonal discounts
Trade or functional discounts
Allowances
Approaches for informing pricing decisions
Conjoint analysis
Elasticity modelling
Van Westendorp Survey aKa Price sensitive analysis
Experimentation
General Survey
Ethical Considerations
Segmented pricing
Super-sized Pricing
Dynamic pricing
Factors Effecting Pricing Decisions
Price-quality relationships
Costs / Competition
Marketing Stratergy
Organisational objectives
Buyers price perceptions
Negotiating Margins
Market Demand
Kotler & Armstrong 2016
Creating value for customers
Jobber and Ellis-Chadwick 2013
Dibb et al., 2016
Grigsby 2015
