Module 11 - Pricing Strategies

Why use pricing strategies to enhance marketing of products and services? When Amazon.com was cr...

THE HACK Multitasking is actually not possible for humans; what we think of as multitasking is r...

What you’ll learn to do: discuss how price affects the value of an organization’s products or ser...

Introduction Rent the Runway is a company that lets customers borrow expensive designer dresse...

You will notice that when we discussed the value equation in the previous reading, we referred to...

Many consumers pay a premium price for branded eyewear. How does the brand name influence the pri...

What you’ll learn to do: explain the primary factors to consider in pricing Now that we’ve con...

Introduction Companies set the prices of their products in order to achieve specific objective...

Introduction Regardless of the pricing strategy a company ultimately selects, it is important to...

Introduction It’s important to remember that pricing is just one component of the marketing mi...

The Customer and the Pricing Decision We have discussed common company objectives that affect ...

What you’ll learn to do: compare common pricing strategies Thus far we have discussed many prici...

With a totally new product, competition either doesn’t exist or is minimal, and there’s no market...

What Is Penetration Pricing? Penetration pricing is a pricing strategy in which the price of a...

Cost-Plus Pricing Cost-plus pricing, sometimes called gross margin pricing, is perhaps the most ...

In addition to deciding about the base price of products and services, marketing managers must al...

What you’ll learn to do: explain price elasticity and its impact on price Now that you understan...

The following video is a little long to watch, but it provides an excellent overview of elasticit...

Introduction With a good understanding of what elasticity means and how it is calculated, we can...

Now that you’ve had some practice calculating the value of elasticity, let’s turn to some of the ...

What you’ll learn to do: explain the use of competitive bidding for B2B pricing Generally in bus...

When we discussed buyer behavior, we identified the stages that organizations go through to make ...

What role does the price play in the competitive bid process? The answer to this question can v...

Let’s return to our discussion of Amazon Prime pricing in the context of the pricing concepts we’...

Instructions Write a post for the Discussion on this topic, addressing the questions below. You ...

1. Jack uses several criteria to determine how much he is willing to spend to satisfy his needs. ...

Cost-plus pricing: This involves setting the price of a product by adding a markup to the cos...