MARKETING MIX-

PRICE
GROUP 4
BALLETA, ANGELIKA
CARDONA, ROSEMARIE
CEDO, ANGELICA ELAINE
COREA, ROCELYN
DAIZ, KATE
 PRICE
Pricing is one of the four main elements of the marketing mix. Price is
the amount of money that your customers have to pay in exchange for
your product or service.
 PRICING
OBJECTIVES
1. Profit Maximization
2. Revenue Maximization
3. Maximize Quantity
4. Maximize Profit Margin
5. Quality Leader
6. Partial Cost Recovery
7. Survival
8. Status Quo
 PRICING STRATEGY
A pricing strategy is a model or method used to establish the best price
for a product or service. It helps us to choose prices to maximize profits
and shareholder value while considering consumer and market demand.
 TYPES OF PRICING
STRATEGIES
1. Penetration Pricing
2. Skimming Pricing
3. Competition Pricing
4. Product Line Pricing
5. Bundle Pricing
6. Psychological Pricing
7. Premium Pricing
8. Optional Pricing
9. Cost Based Pricing
10. Cost Plus Pricing
 BASIC PRICING
PROCESS
1. Develop Marketing Strategy
2. Make Marketing Mix Decisions
3. Estimate Demand Curve
4. Calculate Costs
5. Assess Environment
6. Set Pricing Objectives
7. Determine Price
 FACTORS THAT AFFECT
1. Internal Factors
•
PRICING
Fixed and variable Costs
• Company objectives and strategies
• Market segments, targeting and positioning decisions

2. External factors
• Competitors
• Target market behavior and willingness to pay
• Industry trends
• Industry or legal Constraints
 PRICING ISSUES
1. Price Fixing
2. Price Discrimination
3. Price Skimming
4. Opportunistic Pricing