Pricing: Understanding and Capturing Customer Value

Major Pricing Strategies

Other Internal and External considerations affecting price decisions

What is a Price ?

is the only marketing mix that produces revenue

is the amount of money charged for a product or service. It is the sum of all the values that consumers give up in order to gain the benefits of having or using a product or service

Customer Value-Based Pricing

Everyday low pricing (EDLP)

High-low pricing

Good-value pricing

Cost-based pricing

Cost-Based Pricing

Variable costs

Fixed costs

Total costs

Cost-Plus Pricing

Break-Even Analysis and Target Profit Pricing

Competition-based pricing

Competition

The Market and Demand