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Pricing, Printer cartridges to make a printer function, Car brand - Kia…
Pricing
Product mix pricing
Captive-product
Necessary additions for functionability
By-product
off-setting costs
selling by-products
Optional - project
Additional products available
Product bundle
cheaper to buy multiple items
Product Line
Range based
Different value levels
Pricing Decisions
competition
Value
Cost
Objectives
marketing
pricing
organisational
marketing Stragety
Business marketing
Cash discount
Seasonal Discounts
Quantity discount
Allowances
Trade discount
Informing price decisions
Van Westendorp survey
Sensitivity Analysis
Changes
price mapping
Conjoint analysis
Scenario based
Good for new products
General survey
customer feedback
Elasticity modelling
Assessing sensitivity to price changes
Rarely used
Experimentaton
Testing perceptions
Types of pricing
Competitor-based
Going rate pricing
Value
Balanced bidding
customer-based
Demand Pricing
willingness to buy
Good-value pricing
Quality demanded
Value-added pricing
Ability to 'add-on'
more add-ons = higher value
Psychological pricing
Emotional response
price perceptions
Cost-based
break-even analysis
price level of sales
direct or variable
Distribution
Marketing
Production
Ethical considerations
Segmented pricing
difference price for difference customers
Discrimination??
Super-sized pricing
More for less
Wastage?
Dynamic pricing
tailor to suit customer needs
Printer cartridges to make a printer function
Car brand - Kia with various priced models
Making Marmite from spent grains used in beer production
Meal deals
laptop bag
Student discounts
The Market Mix: Price