Professional Documents
Culture Documents
CH 08
CH 08
8
Pricing Strategy
The Role of Pricing in
Marketing Strategy (1 of 2)
• The Seller’s Perspective on Pricing
• Four key issues:
– (1) Costs
– (2) Demand
– (3) Customer value
– (4) Competitors’ prices
• The Buyer’s Perspective on Pricing
– Two key issues:
• (1) Perceived value
• (2) Price sensitivity
8-2
The Role of Pricing in
Marketing Strategy (2 of 2)
• A Shift in the Balance of Power
– Buyer’s market
• Large number of sellers in the market
• Many substitutes for the product
• Economy is weak
– Seller’s market
• Products are in short supply
• High demand
• Economy is strong
• The Relationship Between Price and Revenue
– Myth #1: When business is good, a price cut will
increase market share.
– Myth #2: When business is bad, a price cut will
stimulate sales. 8-3
Major Determinants of
Pricing Strategy
• Pricing Objectives
• Supply and Demand
• The Firm’s Cost Structure
• Competition and Industry Structure
– Four basic competitive market structures:
• Pure Competition
• Monopolistic Competition
• Oligopoly
• Monopoly
• Stage of the Product Life Cycle
• Other Elements of the Marketing Mix
8-4
Regulated Utilities as Monopolies
8-5
Description of Common Pricing Objectives
8-12
Pricing Strategies (1 of 2)
• Base Pricing Strategies
– Price Skimming
– Penetration Pricing
– Prestige Pricing
– Value-Based Pricing (EDLP)
– Competitive Matching
– Non-Price Strategies
• Adjusting Prices in Consumer Markets
– Promotional Discounting
– Reference Pricing
– Odd-Even Pricing
– Price Bundling 8-13
Marketing Strategy in Action
• Chrysler’s price skimming strategy for the Pacifica model has not
been successful in attracting customers. Why do you think the
$40,000 price tag has not been successful for the Pacifica? What
do you think Chrysler should do in rethinking its pricing strategy
for this model? 8-14
Price Bundling
8-15
Pricing Strategies (2 of 2)
• Adjusting Prices in Business Markets
– Pricing techniques unique to business markets:
• Trade discounts
• Discounts and allowances
• Geographic pricing
• Transfer pricing
• Barter and countertrade
– Price discrimination
8-16
Fixed vs. Negotiated Pricing
8-18
Major Online Auction Strategies
• Price Discrimination
• Price Fixing
• Predatory Pricing
• Deceptive Pricing
8-20
Discussion Question
8-21