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Marketing Mix Priced 1204668120106339 5 PDF
Marketing Mix Priced 1204668120106339 5 PDF
Pricing
• What is meant by a pricing strategy?.
• Identify the key determinants for pricing
policy decision making.
• Identify the different methods available for
pricing products and services.
• Explore how pricing strategy fits in with
other elements of the marketing mix.
Introduction
• Marketing is defined as:
– “The management process responsible
for identifying, anticipating and
satisfying customer requirements
profitably.”
– The key words in the definition in
relation to the Pricing Policy are:
• Customer Requirements.
• Profitability.
Introduction
OR
Market demand /
perception
Pricing Strategies
• Quantity discounts:
– Deductions from a seller’s list price that are
offered to encourage customers to buy in bulk
– eg. Buy a particular resort package – children fly
free
• Trade discounts:
– Reductions from the list price offered to buyers
in payment for marketing functions that they will
perform
Cash Discounts
• PRODUCT A
• PRODUCT B
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