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Principles of Marketing. Eighteenth Edition, Global Edition.
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APPLE: Premium Priced and Worth It?. Apple has always set its prices way above those of competitors, reaping the rewards of higher revenues and profits. But as Apple faces stiffer global competition from lower-priced brads, some customers may be questioning just how much more they are willing to pay for the iconic brand..
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Learning Objectives. 10.1 Answer the question “What is a price?” and discuss the importance of pricing in today’s fast-changing environment. 10.2 Define price, identify the three major pricing strategies, and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. 10.3 Identify and define the other important external and internal factors affecting a firm’s pricing decisions..
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Learning Objective 1. Answer the question “What is a price?” and discuss the importance of pricing in today’s fast-changing environment..
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What Is a Price?. Price is the amount of money charged for a product or service, or the sum of all the values that customers exchange for the benefits of having or using the product or service..
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Learning Objective 2. Define price, identify the three major pricing strategies, and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices..
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Major Pricing Strategies (1 of 9). Figure 10.1 Considerations in Setting Price.
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Major Pricing Strategies (2 of 9). Customer Value-Based Pricing.
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Major Pricing Strategies (3 of 9). Figure 10.2 Value-Based Pricing versus Cost-Based Pricing.
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Major Pricing Strategies (4 of 9). Customer Value-Based Pricing.
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Major Pricing Strategies (5 of 9). Customer Value-Based Pricing.
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Major Pricing Strategies (6 of 9). Customer Value-Based Pricing.
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Major Pricing Strategies (7 of 9). Customer Value-Based Pricing.
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Major Pricing Strategies (8 of 9). Cost-Based Pricing.
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Major Pricing Strategies (9 of 9). Competition-Based Pricing.