Reading: Pricing Strategies
Pricing
Strategies
•Only
“P” in marketing mix that generates revenue
•Complex
process determines value consumers will exchange for offering
Pricing
Supports Marketing Objectives
Pricing
Strategy: For-Profit
•Economy
- Low price, low quality
- Volume
- Low price, low quality
- Volume
•Premium
- High price, high quality
- Profit, image
- High price, high quality
- Profit, image
•Penetration
- Good quality, low price
- Volume
- Good quality, low price
- Volume
•Price
Skimming
- Good quality, high price
- Initial volume and profit
- Good quality, high price
- Initial volume and profit
Pricing
Strategies: Non-Profit
•Market
incentive
•Prices
low to encourage use – Public Transit
•Cost
recovery
- Full or partial
- Full or partial
•Maximize
revenue potential
•Need
volume
Alternate
Pricing Strategy
•Promotional
•Short
term
•Geographical
•Variations
demand and operational costs
•Value
•Recession,
competition
The
Marketing Mix Revisited
Остання зміна: вівторок 14 серпня 2018 08:33 AM