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Marketing mix-pricing - Coggle Diagram
Marketing mix-pricing
product mix pricing
1.product line pricing
level of value
2.optional-product pricing
accessories
3.captive-product pricing
associated products necessary
4.by-product pricing
sell by-product from production
5.product bundle pricing
selling related products
approaches for informing pricing decisions
General survey
2.Van Westendorp survey/ price sensitivity analysis
3.conjoint analysis
4.elasticity modelling
5.experimentation
types of pricing
1.cost-based pricing
break-even analysis
highlighting cost
price required for profit
direct cost pricing/ marginal cost pricing
service offering
second-market discounting
different prices different markets
cost-plus pricing
add a percentage for profit to cost
mark-up pricing
2.competitor-based pricing
pricing is set in relation to competitors
customer value
strength of competitors
competitors pricing strategies
3.customer-based pricing
exchange of value
1.Demand pricing
2.good-value pricing
3.value-added pricing
4.psychological-based pricing
Ethical considerations
1.Dynamic pricing
2.Segmented pricing
3.Super-sized pricing
cost of exchange in return for an offering-generates revenue
create value for customers + developing customer relationship
pricing in business markets
economic value to the customer EVC
1.trade/functional discounts
2.quantity discounts
3.cash discounts
4.seasonal discounts
5.allowances