Professional Documents
Culture Documents
Chapter 10
Chapter 10
Philip Kotler
Gary Armstrong
Swee Hoon Ang
10 Siew Meng Leong
Chin Tiong Tan
Pricing Products: Oliver Yau Hon-Ming
Capturing Customer
Value
Unit Cost
Markup Price =
(1 - Desired Return on Sales)
Fixed cost
Break - even volume =
(Price - Variable cost)