Académique Documents
Professionnel Documents
Culture Documents
Pricing management
Perceived quality
Customer value =
Perceived risk
Monroe, 1990
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Determining Demand
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Possible reactions
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Med
High value strategy
perceived quality perceived risk
Low
Super value strategy
perceived quality perceived risk
High
Perceived product quality
Med
Low
Rip-off strategy
perceived quality perceived risk
Economy strategy
perceived quality perceived risk
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Estimating Costs
Analyzing Competitors Costs, Price, Offers
Price Ceiling
Competitive prices for comparable products Purchasing Power and Customer's limit of willingness to pay Optimum Price Corridor
Perceived quality
Perceived risk
Consideration : Impact of other marketing activities Company pricing policies Gain-and-risk sharing Impact on other parties
End of slide