Académique Documents
Professionnel Documents
Culture Documents
Profit
Competitive Internal
Advantage Operations
Summary on Pricing
Source: Svoboda & Haws, 2005
Marketing Efforts:
Events, sales Perceived Product
Promotion etc. Value
Product Price
Cost of Product
$0
Marketing Mix
Target
Market
Price Band in Ice Cream
Excellent
Specialty
Howard Schrafft’s Haagen
Johnson’s Dazs
Quality
Index Sealtest Breyer’s Baskin-Robbins
Commodity
Lee Borden Deluxe
Fair
Generic
0 10 20 30 40 50
Consumer Price
(Cents per 4 oz. Serving)
Example: Alaskan Oyster
The relative importance of eight attributes to the overall evaluation of product
Price Objectives
Analyze Competitor’s
Determine Costs, prices,
Demand and offers
Select Final
Price & Tactics