tailieunhanh - Lecture Marketing (11/e): Chapter 13 – Kerin, Hartley, Rudelius

Chapter 13 – Building the price foundation. This chapter identify the elements that make up a price, recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge, explain what a demand curve is and the roles of revenues in pricing decisions,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the elements that make up a price. LO1 Recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge. Explain what a demand curve is and the role of revenues in pricing decisions. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Describe what price elasticity of demand means to a manager facing a pricing decision. Explain the role of costs in pricing decisions. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point. LO6 THE RESULT OF AN “UNTHRILLED MOTHER”: THE LAUNCH OF ! Plan for the Start-up How StubHub’s Pricing Works Now NATURE AND IMPORTANCE OF PRICE WHAT IS A PRICE?: THE PRICE EQUATION LO1 Price Barter Price Equation . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the elements that make up a price. LO1 Recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge. Explain what a demand curve is and the role of revenues in pricing decisions. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Describe what price elasticity of demand means to a manager facing a pricing decision. Explain the role of costs in pricing decisions. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point. LO6 THE RESULT OF AN “UNTHRILLED MOTHER”: THE LAUNCH OF ! Plan for the Start-up How StubHub’s Pricing Works Now NATURE AND IMPORTANCE OF PRICE WHAT IS A PRICE?: THE PRICE EQUATION LO1 Price Barter Price Equation Price and the Global Marketplace FIGURE 13-1 The “price” a buyer pays can take different names depending on what is purchased MARKETING MATTERS How Flattening the World Affects Prices, Revenues, and Costs: InfoSys, IKEA, and You! LO1 NATURE AND IMPORTANCE OF PRICE PRICE AS AN INDICATOR OF VALUE LO1 Value Value-Pricing = $ $ NATURE AND IMPORTANCE OF PRICE PRICE AS AN INDICATOR OF VALUE LO1 Decoding Today’s Consumer Prices BOGO (Buy One, Get One Free) Q1: Which represents the biggest savings in total dollars? a. A markdown from $ to $ b. A markdown from $ to $ c. A markdown from $ to $ NATURE AND IMPORTANCE OF PRICE PRICE AS AN INDICATOR OF VALUE LO1 Decoding Today’s Consumer Prices BOGO (Buy One, Get One Free) Q2: Which represents the biggest percentage off a $2,000 item? a. 50% off b. 25% off, then another 25% off the reduced price c. 20% off, then another 20% off the reduced price, then 20% off the twice-reduced price NATURE AND .