tailieunhanh - Introduction in Marketing (Thirteenth edition): Part 2

(BQ) Continued part 1, part 2 of document Introduction in Marketing (Thirteenth edition) has contents: Retailing and wholesaling, personal selling and sales promotion, direct, online, social media, and mobile marketing, the global marketplace,. and other contents. Invite you to refer. | PART 1 DEFINING MARKETING AND THE MARKETING PROCESS CHAPTERS 1-2 PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE CHAPTERS 3-5 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX CHAPTERS 6-14 PART 4 EXTENDING MARKETING CHAPTERS 15-16 ricing Understanding and Capturing Customer Value CHAPTER ROAD MAP Objective Outline OBJECTIVE 9-1 Identify the three major pricing strategies and discuss the importance of understanding customervalue perceptions company costs and competitor strategies when setting prices. What Is a Price 264-265 Major Pricing Strategies 265-272 . OBJECTIVE 9-2 Identify and define the other important external and internal factors affecting a firm s pricing decisions. Other Internal and External Considerations Affecting Price Decisions 272-277 OBJECTIVE 9-3 Describe the major strategies for pricing new products. New Product Pricing Strategies 277-278 . OBJECTIVE 9-4 Explain how companies find a set of prices that maximizes the profits from the total product mix. Product Mix Pricing Strategies 278-280 OBJECTIVE 9-5 Discuss how companies adjust their prices to take into account different types of customers and situations. Price Adjustment Strategies 280-288 . OBJECTIVE 9-6 Discuss the key issues related to initiating and responding to price changes. Price Changes 288-291 Public Policy and Pricing 291-293 Previewing the Concepts In this chapter we look at the second major marketing mix tool pricing. If effective product development promotion and distribution sow the seeds of business success effective pricing is the harvest. Firms successful at creating customer value with the other marketing mix activities must still capture some of this value in the prices they earn. In this chapter we discuss the importance of pricing dig into three major pricing strategies and look at internal and external considerations that affect pricing decisions. Finally we examine some additional pricing considerations and approaches. For .