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Pricing of Products and Services

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Meaning of Price
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Importance of Price
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Mind
In the Consumer's
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In the Individual Firm
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In the Economy
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Pricing Objectives

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Profit Maximization
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Gillette
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Target Return
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Organizational & Managerial Considerations of

Pricing
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Pricing and Society
Social Pricing
Social Responsibility and Pricing Ethics
High Price
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Excessive Markup
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Deceptive Practices
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Poor Service to Disadvantaged Consumers

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Too Few Social Goods

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Too Much Political Power

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Citizen and Public Actions to Regulate Pricing

Grass roots
Movements
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Consumerism
Environmentalism
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Government Actions Toward Socially Responsible Pricing
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.Society
) (Human welfare
Company
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The
Societal
Pricing
Concept
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Consumer
) Satisfaction
( Want

Factors Affecting Price Decisions
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Factors Affecting Price Decisions
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Organizational and marketing objectives

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Marketing Mix Strategy

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Process
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B.M.W.

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Consumer Perceptions of Price and value

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Pricing in Deferent Types of Market

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Pure Complementation

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Oligopolistic Competition
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- Collusion
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Regulated Monopoly
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Nonregulated Monopolies
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Plc

/ Analyzing the price Demand

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P2
P3
P1
P2
P1
Q1
Q2
Q1 Q2
Q3
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Descriptive Models

Optimization Models

Predictive Models
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Strategies Pricing Products
Strategies Pricing Products
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New- Product Pricing Strategies

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Market Skimming Pricing

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Market Penetration Pricing

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Pricing Discrimination Strategy

Flexible Price Strategy
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180B 200B
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Promotional Price Strategy

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SELECT PRICING OBJECTIVE
SELECT METHOD OF DETERMINING THE BASE PRICE :
Cost - Plus
pricing
Price based on
both demand
and costs
Price Set in
relation to
market alone
DESINGN APPROPRIATE STRATEGIES

Price VS. nonPrice
Competition
Skimming VS.
Penetration Discounts
and Allowances
Freight Payments
Leader Pricing
One Price VS. Flexible
Everyday low VS.
Price
high - low Pricing
Psychological Pricing
Resale Price
Maintenance
The price Determination Process

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Quantitative Approach for Pricing
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Quantitative Approach for Pricing
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1- Descriptive Vs . Normative Models .
2- Deterministic Vs . Probabilistic or Stochastic Models
3- Mathematical Vs . Non mathematical Models .

- Model Building Approach

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Profit Model
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Product Analysis Pricing
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Data
Price $
Units Sold
Revenue $
Costs
Profit $
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Percent Profit increase = .. %
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3/10 , NET 30
Number of
days from date
of invoice after
which bill is
overdue
Number of days
from date of invoice
in which bill must be
paid to receive cash
discount
Percentage to be
deducted if bill is
paid within
specified time
1/7 , NET 30
Parts of a Cash Discount
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Services Pricing
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Governmental Service Pricing

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Price is the only element of the marketing mix that is

revenue-generating ; all of the others are costs .

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Uncontrolable Factors
Controlable Factors

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Uncontrolable Factors
Controlable Factors

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Corporate Objectives
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Costs
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Antitrust Law .
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Demand
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- Competition
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oligopoly
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The Firm has to consider many Factors in setting its
pricing policy .
Target Market Analysis
)(1
(2) Mix Composition

Market
)(2
Pricing Policy Selection
)(3
Pricing Strategy Determination
)(4
)(5
Specific Price
Stages in Setting of Prices

SELECT PRICING OBJECTIVE
SELECT METHOD OF DETERMINING THE BASE PRICE :

Cost - Plus
Price based on
Price Set in
pricing
both demand
relation to
and costs
market alone
DESINGN APPROPRIATE STRATEGIES

Leader Pricing
Price VS. nonPrice
Freight Payments
Competition
One Price VS. Flexible Price
Everyday low VS. high- low
Skimming VS. Penetration
Psychological Pricing
Pricing
Resale Price Maintenance
The Price - determination Process

(1) Selecting the pricing objective
(2) Determining demand
(3) Estimating Costs
(4) Analyzing Competitors' Costs,

Prices , and offers
(5) Selecting a Pricing method
(6) Selecting a the Final Price
Setting Pricing Policy

:
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International Involvement
Exporting Intra company Foreign -Market
Pricing
Pricing
Situation
Pricing
First-Time
Pricing
Changing
Pricing
MultipleProduct Pricing
International Pricing Situations
Export Pricing
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. CIF,C&F,FOB CIF

Ex-Factory
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ExFactory
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FOR or
FOT
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FAS
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C&F
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Cost Oriented Pricing Strategy
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Competition Oriented Pricing Strategy

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Demand Oriented Pricing Strategy

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Market Skimming Pricing Strategy

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Market Penetration Pricing Strategy
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Lead Pricing Strategy
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Pricing Discrimination

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Market Oriented Pricing Strategy
Oligopoly


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ROI Pricing Strategy

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Transfer/ Intracorporate Pricing

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. Headquarter
.
Transfer pricing , or intracorporate pricing , is the
pricing of sales to members of the corporate family .
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Influences on Transfer Pricing Decisions

1. Market conditions in the foreign country .
2. Completion in the foreign country .
3. Reasonable profit for the foreign affiliate .
4. Income taxes in the home country .
5. Economic conditions in the foreign country .
6. Import restrictions .
7. Customs duties .
8. Price controls .
9. Taxation in the foreign country .
10. Exchange controls .
:
Intra- Country Transfer Price

%
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:

Intercountry Transfer Price

. %

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:
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Transfer Price Lower Than Arm's Length Prices
:
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Transfer Price Higher Than Arm's Length Prices
:
.

Transfer Pricing Objectives :
Competitiveness in the international marketplace .
Reduction of taxes and tariffs .
Management of Cash Flows .
Minimization of Foreign exchange risks.
Avoidance of Conflicts with home and host governments .

Internal Concerns Such as goal Congruence and motivation
of Subsidiary managers.
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Transfer Prices can be based on costs or on market
prices or on arm's - length price .

:
-
Cost - based Transfer Pricing
. ACS
*
* ) SCS (.
* . MCS

.

:
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.
+ .
+ .

-
Market - based Transfer Pricing

.
MPS
.
MMPS
.

-
:
* )Negotiated Price Strategy (NPS
.
* ) (CPS
.

Arm's-Length
. Prices
.
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:
) ( Barriers of Trade
Cost Factors
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International
Transfer Price

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- Export Pricing Challenges
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Price
Medium
Low
(3) Super - Value
Strategy
(6)Good-Value
Strategy
(2) High-Value
Strategy
(5)Medium-Value
Strategy
(8) False
(9) Economy
economy Strategy Strategy
High
(1) Premium
Strategy
)(4
Overcharging
Strategy
(7) Rip-off
Strategy
High
Medium
Low
Nine Price-Quality Strategies

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Transfer Pricing Challenges

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Intrafirm Transactions
.
E Pricing
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E Pricing
:

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. Price robots :
- yahoo.com
- buys.com
- Killo.com
- Altavista.digital.com
) (
. Disintermediation
) (
.

.
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- Prices Personalization

Mass Marketing or one to
All Marketing .
Direct Marketing or one to one marketing
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) (
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( ) ( )
( )
( )

... ( .
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-
Banners / .
Netscape,Yahoo, Microsoft , Infoseek , Excite , and Lycos.
- : Click-Through
.
- : Hits
.
- : Page Impressions
.
.
- .
-
.
- /
.
CPM
.
.
:
- .
- .
- .
- .
- .
- .
- .

. :
- : Impressions
.
.
- : Click Through Rate

.
. : .
. : . .
. : : .
. :

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. : . . . . : .
. : .
. . .
. . .
-

. : .
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. : . .
. : .
. . : :
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. : .
. . :
: . :

: . :
. .
. . :
th
- Michael J . Etzel , etal ., Marketing , 11 ed .; N . Y . :

McGraw Hill Companies , Inc. ,
1997 .
- Michael R . Czinkota & LIKKa A . Ronkainen , Global
Marketing , N . Y . : Harcourt
Brace & Co ., 1995 .
- Philip
kotler
,Marketing
Management
the
Millennium ed . ; N . J . : Prentice
Hall International , Inc ., 2000 .
- William D. Perreault , Jr. and E. Jerome McCarthy ,
Essentials of Marketing : A Global
Managerial Approach , 8th ed .;

N. Y. : McGraw Hill Companies ,
Inc., 2000 .

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