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C10 pricing: Understanding and Capturing Customer Value (Other Internal…
C10 pricing: Understanding and Capturing
Customer Value
What Is a Price?
Narrow and Broad
Narrow
the amount of money charged for a product or a service.
Broad
the sum of all the values that customers give up to gain the benefits
of having or using a product or service
Why price?
Benefit of price at the element
A small percentage
improvement in price can generate a large percentage increase in profitability
Major Pricing Strategies
Customer Value–Based Pricing
Good-Value Pricing
Value-Added Pricing
Cost-Based Pricing
Types of Costs
fixed costs
variable costs
total costs
Costs at Different Levels of Production
Costs as a Function of Production Experience
Cost-Plus Pricing
Break-Even Analysis and Target Profit Pricing
Competition-Based Pricing
Other Internal and External Considerations Affecting Price Decisions
Overall Marketing Strategy, Objectives, and Mix
Organizational Considerations
The Market and Demand
Pricing in Different Types of Markets
monopolistic competition
Where differentiation take place
oligopolistic competition
oil, computer, smartphone manufacturer
pure competition
pure monopoly
Analyzing the Price–Demand Relationship
Price Elasticity of Demand
The Economy
Other External Factors
Reseller Needs
Government Actions
Economic Conditions
Social Concerns
Marketing Objectives
Current Profit Maximization
Market Share Leadership
Survival
Product Quality Leadership
C11 Pricing Strategies: additional
Considerations
Public Policy and Pricing
Pricing within Channel Levels
Predatory Pricing
Price Fixing
Pricing across Channel Levels
Deceptive Pricing
price savings that are misleading ( set a very high price then mark down to be seen as sale when it is back to his approx. retail price
)
Resale Price Maintenance
Price Discrimination
New Product Pricing Strategies
Market-Skimming Pricing
Market-Penetration Pricing
Product Mix Pricing Strategies
Captive-Product Pricing
By-Product Pricing
Optional-Product Pricing
Price optional accessory products with main products
Product Bundle Pricing
Product Line Pricing
Price Adjustment Strategies
Psychological Pricing
Reference price
Promotional Pricing
Segmented Pricing
Product Form
Location Pricing
Time Pricing
Customer Segment
Geographical Pricing
Discount and Allowance Pricing
Cash Discount
Functional Discount
Seasonal Discount
Trade-in Allowance
Quantity Discount
Promotional Discount
Dynamic and Online Pricing
International Pricing
Price Changes
Initiating Price Changes
Initiating Price Increases
Buyer Reactions to Price Changes
Initiating Price Cuts
Competitor Reactions to Price Changes
Responding to Price Changes