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13.2 The Communication Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the communica...
13.1 The Promotion Mix and Its Elements
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define the promotion m...
In the Spotlight
Figure 13.1 Peloton uses an integrated marketing strategy to reach consumers through multiple...
References
1. George Hatch, “What You Need to Know about Amazon Prime: 2005–Today,” Pattern Blog, Patt...
Closing Company Case
Naked Wines Buying a good bottle of wine can be hit or miss. A consumer can pay a lot and not ...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
What Do Marketers Do?
Using LinkedIn, find a pricing analyst. Reach out to them, introduce yourself, and let them know ...
Building Your Personal Brand
One of the most important tasks you have in establishing your personal brand is how you are going...
Critical Thinking Exercises
1. Compose a 150–200-word paragraph using all the following terms as they relate to prici...
Applied Marketing Knowledge: Discussion Questions
1. Choose a mass retailer such as Walmart or Target and look at its weekly advertisement. Y...
Key Terms
artificial time constraints pricing strategy that creates a sense of urgency in buyers’ minds b...
Chapter Summary
In this chapter, we explored the process of setting pricing for products and services and the imp...
12.6 Ethical Considerations in Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
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...
12.4 Pricing Strategies for New Products
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the pricing strat...
12.3 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...
12.2 The Five Critical Cs of Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five critical...
12.1 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...
In the Spotlight
Figure 12.1 Price is one of the marketing mix elements and a factor that impacts customer dec...
References
1. Andrea Forstadt, “10 Service-Based Business Ideas,” US Chamber of Commerce, April 2, 202...