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h.pricing Decisions 8

h.pricing Decisions 8

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Published by rajesh600
pricing decisions for marketing and hr students
pricing decisions for marketing and hr students

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Published by: rajesh600 on Jun 27, 2010
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05/12/2014

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‡ Pricing strategies
‡ Pricing exercise
Pricing Decisions

‡ Ten ways to µincrease¶ prices
without increasing price -
Winkler

Low
High
Low
High
Economy
Strategy
e.g. Tesco
spaghetti
Penetration
e.g. Telewest
cable phones

Skimming
e.g. New film or
album

Premium
e.g. BA first
class
Price
Quality
Pricing strategies
‡ Premium pricing
‡ Uses a high price, but gives a good product/service
exchange e.g. Concorde, The Ritz Hotel
‡ Penetration pricing
‡ offers low price to gain market share - then
increases price
‡ e.g. France Telecom - to attract new corporate
clients (or Telewest cable)
‡ Economy pricing
‡ placed at µno frills¶, low price
‡ e.g. Soups, spaghetti, beans - µeconomy¶ brands

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