Académique Documents
Professionnel Documents
Culture Documents
Marketing Management
Canadian Fourteenth Edition
Copyright 2013 Pearson Canada Inc.
14 - 1
Chapter Questions
How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company adapt prices to meet varying circumstances and opportunities? When should a company initiate a price change? How should a company respond to a competitors price challenge?
14- 2
14- 3
14- 4
Sellers can:
monitor customer behavior and tailor offers to individuals give certain customers access to special prices.
Both buyers and sellers can negotiate prices in online auctions and exchanges or even in person.
14- 5
14- 6
14- 7
Lower-bound price Competitor prices Expected future price Usual discounted price
14- 8
Tiers in Pricing
A firm must decide where to position its product on quality and price. Most markets have three to five price points or tiers.
14- 9
14- 10
14- 11
14- 12
14- 13
14- 14
14- 15
14- 16
14- 17
14- 18
Target Costing
Costs change with production scale and experience. They can also change as a result of a concentrated effort by designers, engineers, and purchasing agents to reduce them through target costing.
14- 19
14- 20
14- 21
14- 22
Figure 14.5 Break-Even Chart for Determining Target-Return Price and Break-Even Volume
14- 23
Dollarama
14- 24
Auction-Type Pricing
English Dutch Sealed-Bid
14- 25
14- 26
Geographical Pricing
Pricing varies by location
14- 27
14- 28
14- 29
Differentiated Pricing
Customer-segment pricing Product-form pricing Image pricing Channel pricing Location pricing Time pricing
14- 30
14- 31
14- 32
14- 33
14- 34