Ch14 Developing Pricing Strategies and Programs Zaragoza V54

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Top 10 Learning Questions
Kotler Chapter 14

Zaragoza S080135
De Ungria V54

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Ch14 Developing Pricing Strategies and Programs Zaragoza V54

  1. 1. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza April 15, 2011 meghanngettingthere.blogspot.com
  2. 2. 1. Consumers use PRICE as an indicator of _____________. <ul><li>Product Comparability </li></ul><ul><li>Product Quantity </li></ul><ul><li>Product Superiority </li></ul><ul><li>Product Quality </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  3. 3. Consumers arrive at Price Perceptions via 4 Key Points meghanngettingthere.blogspot.com Reference Prices Price – quality Inferences Price Endings Price Cues
  4. 4. Because of PRICE, consumers make JUDGEMENTS when COMPARING SIMILAR PRODUCTS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition $20.88 $14.68 400 Tablets 270 Tablets
  5. 5. 1. Consumers use PRICE as an indicator of _____________. <ul><li>Product Comparability </li></ul><ul><li>Product Quantity </li></ul><ul><li>Product Superiority </li></ul><ul><li>Product Quality </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  6. 6. 2. The “Good Value” Pricing Structure of Payment Plan Alternatives are an example of consumers arriving at price perceptions via which Key Point? <ul><li>References Prices </li></ul><ul><li>Price – quality Inferences </li></ul><ul><li>Price Endings </li></ul><ul><li>Price Cues </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  7. 7. Prices with rightmost numbers “9” or an odd number are deemed to be a BARGAIN meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  8. 8. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Moreover, products tagged with prices with rightmost numbers “.00 c” are deemed to be of SUPERIOR QUALITY $50.00 $16.99 Trattoria Steaks-to-Go
  9. 9. 2. An installment payment plan is an example of consumer price perceptions via which key point? <ul><li>References Prices </li></ul><ul><li>Price – quality Inferences </li></ul><ul><li>Price Endings </li></ul><ul><li>Price Cues </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  10. 10. 3. Which of the following is TRUE? <ul><li>Consumers compare an external price to an internal price they remember or an observed reference. </li></ul><ul><li>Consumers compare an observed price to an internal price they remember or an external reference. </li></ul><ul><li>Consumers compare an observed price to an external price they remember or an internal reference. </li></ul><ul><li>Consumers compare an internal price to an observed price they remember or an external reference. </li></ul><ul><li>Consumers compare an internal price to an external price they remember or an observed reference. </li></ul>meghanngettingthere.blogspot.com
  11. 11. Consumers may GUESS the price of one product by COMPARING it to a similar product they ALREADY KNOW of meghanngettingthere.blogspot.com Reference Prices
  12. 12. A company would price its product LOWER than its MAIN COMPETITOR’s product meghanngettingthere.blogspot.com Reference Prices
  13. 13. 3. Which of the following is TRUE? <ul><li>Consumers compare an external price to an internal price they remember or an observed reference. </li></ul><ul><li>Consumers compare an observed price to an internal price they remember or an external reference. </li></ul><ul><li>Consumers compare an observed price to an external price they remember or an internal reference. </li></ul><ul><li>Consumers compare an internal price to an observed price they remember or an external reference. </li></ul><ul><li>Consumers compare an internal price to an external price they remember or an observed reference. </li></ul>meghanngettingthere.blogspot.com
  14. 14. 4. Price Cues become less effective when there are too ________ signs and too ________ exposure. <ul><li>Little ; Much </li></ul><ul><li>Many ; Little </li></ul><ul><li>Many ; Much </li></ul><ul><li>Little ; Little </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  15. 15. No. of Signs, Exposure = Effectivity meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Price Cues
  16. 16. The amount of signs affect the shopping behavior of consumers meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Price Cues
  17. 17. 4. Price Cues become less effective when there are too ________ signs and too ________ exposure. <ul><li>Little ; Much </li></ul><ul><li>Many ; Little </li></ul><ul><li>Many ; Much </li></ul><ul><li>Little ; Little </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  18. 18. 5. Which of the following is NOT a goal of companies in positioning their market offering? <ul><li>Greatest Market Share </li></ul><ul><li>Product-quality Leadership </li></ul><ul><li>Largest Market Skimming </li></ul><ul><li>Product-price Leadership </li></ul><ul><li>Maximum Current Profit </li></ul>meghanngettingthere.blogspot.com
  19. 19. Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  20. 20. The price set by the company helps them achieve their GOAL in the MARKET. Setting the RIGHT PRICE allows a company to adjust its production to make them an industry leader. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  21. 21. 5. Which of the following is NOT a goal of companies in positioning their market offering? <ul><li>Greatest Market Share </li></ul><ul><li>Product-quality Leadership </li></ul><ul><li>Largest Market Skimming </li></ul><ul><li>Product-price Leadership </li></ul><ul><li>Maximum Current Profit </li></ul>meghanngettingthere.blogspot.com
  22. 22. 6. The quicker recovery of the Philippines from the 1997 Asian Financial Crisis among other Asian countries can be an example of what kind of MARKET OFFERING GOAL? <ul><li>Greatest Market Share </li></ul><ul><li>Product-price Leadership </li></ul><ul><li>Largest Market Skimming </li></ul><ul><li>Survival </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  23. 23. Setting Price STEP 1: Companies decides its GOAL of where it wants to POSITION its MARKET OFFERING meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  24. 24. In times of crisis, companies focus on one goal and resort to strategies that stabilize their business and keep them afloat. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  25. 25. 6. The quicker recovery of the Philippines from the 1997 Asian Financial Crisis among other Asian countries can be an example of what kind of MARKET OFFERING GOAL? <ul><li>Greatest Market Share </li></ul><ul><li>Product-price Leadership </li></ul><ul><li>Largest Market Skimming </li></ul><ul><li>Survival </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  26. 26. 7. Six Methods are employed to select the right prices. What is ONE of 3 important factors taken into consideration in these methods? <ul><li>Customer’s Needs </li></ul><ul><li>Customer’s Wants </li></ul><ul><li>Customer’s Demand </li></ul><ul><li>Customer’s Function </li></ul><ul><li>Customer’s Perception </li></ul>meghanngettingthere.blogspot.com
  27. 27. Setting Price STEP 5: SELECT Prices through 6 METHODS considering 3 Different Factors meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Markup Target-return Perceived-value Going-rate Auction-type Value
  28. 28. This factor is what MAINLY DRIVES any company to PRODUCE and PRICE SET meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  29. 29. 7. Six Methods are employed to select the right prices. What is an important factor taken into consideration in these methods? <ul><li>Customer’s Needs </li></ul><ul><li>Customer’s Wants </li></ul><ul><li>Customer’s Demand </li></ul><ul><li>Customer’s Function </li></ul><ul><li>Customer’s Perception </li></ul>meghanngettingthere.blogspot.com
  30. 30. 8. The VARIETY of PRICES of a single product on Amazon.com is the supplier’s side of this METHOD of Selecting Prices. <ul><li>Markup </li></ul><ul><li>Value </li></ul><ul><li>Going-rate </li></ul><ul><li>Auction-type </li></ul><ul><li>Target-return </li></ul>meghanngettingthere.blogspot.com
  31. 31. STEP 5 in Price Setting: Method# 6 -- LET THEM BID meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  32. 32. Sellers price similar products DIFFERENTLY to make them more COMPETITIVE in the market meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  33. 33. 8 . The variety of prices of a single product on Amazon.com is the supplier’s side of this METHOD of Selecting Prices. <ul><li>Markup </li></ul><ul><li>Value </li></ul><ul><li>Going-rate </li></ul><ul><li>Auction-type </li></ul><ul><li>Target-return </li></ul>meghanngettingthere.blogspot.com
  34. 34. 9. McDonald’s McSavers Meals at PhP 25.00 is a good example of companies adapting their prices via this method. <ul><li>Geographical </li></ul><ul><li>Discounts/Allowances </li></ul><ul><li>Promotional </li></ul><ul><li>Differentiated </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  35. 35. meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition Companies lower prices in order to INCREASE PROFITS
  36. 36. Companies lower prices in order to INCREASE PROFITS meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  37. 37. 9. McDonald’s McSavers Meals at PhP 25.00 is a good example of companies adapting their prices via this method. <ul><li>Geographical </li></ul><ul><li>Discounts/Allowances </li></ul><ul><li>Promotional </li></ul><ul><li>Differentiated </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  38. 38. 10. The sale of KFC’s Bucket Meal or McDonald’s Twister Fries is a good example of companies adapting their prices via this method. <ul><li>Geographical </li></ul><ul><li>Discounts/Allowances </li></ul><ul><li>Promotional </li></ul><ul><li>Differentiated </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  39. 39. This method helps COMPANIES INCREASE SALES meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  40. 40. This method also helps to increase publicity and demand meghanngettingthere.blogspot.com From Philip Kotler’s, Marketing Management, 13 th Edition
  41. 41. 10. The sale of KFC’s Bucket Meal or McDonald’s Twister Fries is a good example of companies adapting their prices via this method. <ul><li>Geographical </li></ul><ul><li>Discounts/Allowances </li></ul><ul><li>Promotional </li></ul><ul><li>Differentiated </li></ul><ul><li>None of the Above </li></ul>meghanngettingthere.blogspot.com
  42. 42. TOP 10 Learning Questions for Ch 14 Developing Pricing Strategies and Programs Zaragoza April 15, 2011 meghanngettingthere.blogspot.com

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