Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing Mix - Price - Coggle Diagram
Marketing Mix - Price
Factors affecting pricing decisions
Cost
Competition
Value perception
Objectives
Marketing strategy
Marketing mix (other products)
Buyers' price perception
STEEPLE factors
Product Mix Pricing
Product line pricing (product range based)
Optional-product pricing (optional extras/accessories)
Captive-product pricing (associated required items)
By-product pricing (offset cost by selling by-products)
Product bundle pricing
Business Markets Pricing (Dibb et al., 2016)
Trade discounts
Qty discounts
Cash discounts
Seasonal discounts
Allowances
Customer-based
Demand
Good-value
Value-added
Psychological-based
Cost-based
Break-even analysis
Direct cost pricing (only variable costs)
Second market discounting
Ethical Considerations
Dynamic pricing (adjusting to needs/buyers characteristics)
Segmented (based on segment) > discrimination
Super-size (multi-buy offer/bundle) > Wastage
Informing decisions
Grigsby (2015)
General survey
Van Westendorp survey (price sensitivity analysis)
Conjoint analysis (scenario based consumer choices)
Elasticity modelling
Kotler & Armstrong (2016)
Experimentation
Competitor-based