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  • Pricing Decisions: Presented by Vishakh.S Vivek Gopan Nitin Nair Zakaria K

    Загружено:

    Vishakh Subbayyan
    11 просмотров6 страниц
    This document discusses pricing decisions and strategies. It explains that price is a key factor in whether consumers purchase a product. Pricing is based on costs, with markups added to cover production costs. Marketing strategy also influences pricing through market segmentation and targeting specific customer groups, which can result in some price variation within segments. The document also evaluates measuring perceived customer value compared to price and variable costs, noting that the optimal strategy is to price below perceived value but above costs to maximize profits.

    Исходное описание:

    product management lehmen

    Оригинальное название

    Pricing Decisions

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    This document discusses pricing decisions and strategies. It explains that price is a key factor in whether consumers purchase a product. Pricing is based on costs, with markups added to cover production costs. Marketing strategy also influences pricing through market segmentation and targeting specific customer groups, which can result in some price variation within segments. The document also evaluates measuring perceived customer value compared to price and variable costs, noting that the optimal strategy is to price below perceived value but above costs to maximize profits.

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    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    11 просмотров6 страниц

    Pricing Decisions: Presented by Vishakh.S Vivek Gopan Nitin Nair Zakaria K

    Загружено:

    Vishakh Subbayyan
    This document discusses pricing decisions and strategies. It explains that price is a key factor in whether consumers purchase a product. Pricing is based on costs, with markups added to cover production costs. Marketing strategy also influences pricing through market segmentation and targeting specific customer groups, which can result in some price variation within segments. The document also evaluates measuring perceived customer value compared to price and variable costs, noting that the optimal strategy is to price below perceived value but above costs to maximize profits.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 6

    PRICING DECISIONS

    PRESENTED BY
    VISHAKH.S
    VIVEK
    GOPAN
    NITIN
    NAIR
    ZAKARIA
    K

    Price is an important component of


    the product that result in consumers
    purchasing or not purchasing it.
    Price decision are cost based:
    Adding some kind of markup price.
    Not to charge a price lower than
    what it costs to make the product.
    It is generated internally.

    ROLE OF MARKETING STRATEGY IN


    PRICING
    Strategy decision do not lead to a
    specific price setting rule.
    Eg: Izod
    Segmentation and Target market
    affects price.
    Substancial price variations can exist
    even within a targeted segmen.
    These variations have been reffered
    ta as price bands.
    Why do variations exist with in

    Measuring Perceived Value and


    Price
    Perceived Value> price> Variable
    Cost:
    Has set a price that covers the cost of
    making the product but less than the
    customers true percieved value and
    sacrifices profit by charging less than
    the producer could obtain.

    Price> Percieved Value> Variable


    Cost:
    Here price is set higher than the costs
    and higher than the customers
    percieved value.
    Price> Variable Cost> Percieved
    value:
    In this case price is set higher than
    the cost but percieved value is even

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