Module 12 - Pricing Products and Services
In the Spotlight
Figure 12.1 Price is one of the marketing mix elements and a factor that impacts customer dec...
12.1 Pricing and Its Role in the Marketing Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define pricing. 2 Exp...
12.2 The Five Critical Cs of Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five critical...
12.3 The Five-Step Procedure for Establishing Pricing Policy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five-step pro...
12.4 Pricing Strategies for New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the pricing strat...
12.5 Pricing Strategies and Tactics for Existing Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the pricing...
12.6 Ethical Considerations in Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
Chapter Summary
In this chapter, we explored the process of setting pricing for products and services and the imp...
Key Terms
artificial time constraints pricing strategy that creates a sense of urgency in buyers’ minds b...
Applied Marketing Knowledge: Discussion Questions
1. Choose a mass retailer such as Walmart or Target and look at its weekly advertisement. Y...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to prici...
Building Your Personal Brand
One of the most important tasks you have in establishing your personal brand is how you are going...
What Do Marketers Do?
Using LinkedIn, find a pricing analyst. Reach out to them, introduce yourself, and let them know ...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
Closing Company Case
Naked Wines Buying a good bottle of wine can be hit or miss. A consumer can pay a lot and not ...
References
1. George Hatch, “What You Need to Know about Amazon Prime: 2005–Today,” Pattern Blog, Patt...