tailieunhanh - Lecture Marketing (12/e): Chapter 14 – Kerin, Hartley, Rudelius

Chapter 14 - Arriving at the final price. After reading chapter 14, you should be able to: Describe how to establish the “approximate price level” using demand-oriented, cost-oriented, profit-oriented, and competition-oriented approaches; recognize the major factors considered in deriving a final list or quoted price from the approximate price level; identify the adjustments made to the approximate price level on the basis of discounts, allowances, and geography. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 14-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: LO 14-1 Describe how to establish the “approximate price level” using demand-oriented, cost-oriented, profit-oriented, and competition-oriented approaches. Recognize the major factors considered in deriving a final list or quoted price from the approximate price level. 14- LO 14-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: Identify the adjustments made to the approximate price level on the basis of discounts, allowances, and geography. Name the principal laws and regulations affecting specific pricing practices. LO 14-3 14- VIZIO, INC.—WHERE VISION MEETS VALUE™ IN HDTV 14- FIGURE 14-1 The six steps in setting price. The first three steps were covered in Chapter 13 and the last three steps in Chapter 14. . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 14-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: LO 14-1 Describe how to establish the “approximate price level” using demand-oriented, cost-oriented, profit-oriented, and competition-oriented approaches. Recognize the major factors considered in deriving a final list or quoted price from the approximate price level. 14- LO 14-4 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: Identify the adjustments made to the approximate price level on the basis of discounts, allowances, and geography. Name the principal laws and regulations affecting specific pricing practices. LO 14-3 14- VIZIO, INC.—WHERE VISION MEETS VALUE™ IN HDTV 14- FIGURE 14-1 The six steps in setting price. The first three steps were covered in Chapter 13 and the last three steps in Chapter 14. 14- FIGURE 14-2 Four approaches for selecting an approximate price level 14- STEP 4: SELECT AN APPROPRIATE PRICE LEVEL DEMAND-ORIENTED PRICING APPROACHES LO 14-1 Skimming Pricing Penetration Pricing Prestige Pricing Price Lining Rolex Ad 14- MARKETING MATTERS Energizer’s Lesson in Price Perception—Value LO 14-1 14- FIGURE 14-3 For prestige pricing, the demand curve for high-quality products is backwards sloping 14- FIGURE 14-4 For price lining, the demand curve is elastic at each price point but inelastic between price points 14- STEP 4: SELECT AN APPROPRIATE PRICE LEVEL DEMAND-ORIENTED PRICING APPROACHES LO 14-1 Odd-Even Pricing Target Pricing Bundle Pricing Yield Mgmt Pricing 14- STEP 4: SELECT AN APPROPRIATE PRICE LEVEL COST-ORIENTED PRICING APPROACHES LO 14-1 Standard Markup Pricing Cost-Plus Pricing Experience Curve Pricing Cost-Plus Percentage- of-Cost Pricing Cost-Plus Fixed-Fee Pricing Cost Selling Price 14- FIGURE 14-A Markups for a manufacturer, .