CHAPTER 10 : PRICE

1. What is a price ?
(4 ý gạch sách)
- key strategic tool for creating and capturing customer value
- direct impact in firm’s bottom line
- plays a key role in creating customer value and building customer relationship
2. Major pricing strategies
3 major pricing strategy
- Customer value-based pricing
+ uses buyers’ perceptions of value, not the seller’s cost, as the key to pricing
+ Price is considered along with all other marketing mix variables before the marketing programme is
set
Xuất phát từ khách hàng : assess customer needs and value perceptions => set target price to match
customer perceived value => determine costs that can be incurred => design product to deliver
desired value at target price
=> pricing begins with analysing consumer needs and value perceptions, and the price is set to match
perceived value.
++ Good value-based pricing : EDLP và High low pricing
++ Value-added pricing
- Cost-based pricing
++ Fixed cost
++ Variable cost
Total cost = FC+VC
++ levels of production
Cost/per product = VC + FC/Tổng Q
=> Economics of scale : tính kinh tế theo quy mô : FC k đổi, Q tăng thì Cost giảm
=> Diseconomics of scale : tính phi kinh tế theo quy mô
++ production experience : chỉ đúng khi đối thủ cạnh tranh k có nguồn lực vè tài chính
++ cost-plus pricing
++ break-even pricing
Break-even volume =fixed cost/price-vc
++ target profit pricing
- Competiton-based pricing
3. Other internal and external considerations affecting price decision
2.2.1 Internal factor
+ Small company, pricing is typically handled by divisional or product line mângers
+ Large company
2.2.2 External factor :
the market and demand

- Perfect/pure competitionn: k ai được tác động đến giá, mkter đỡ công sức
- Monopolistic competition
- Ologopoly
- Monopoly : phụ thuộc seller, nhưng phải đc kiểm soát của chính phủ
Analyzing the price-demand relationship