A company can adapt prices to varying circumstances and opportunities using several strategies:
1. Geographical pricing sets different prices for customers in different locations.
2. Countertrade allows buyers to pay with goods instead of or along with money through arrangements like barter, compensation deals, buybacks, and offsets.
3. Price discounts and allowances adjust list prices downwards for factors like early payment, volume purchases, and off-season buying.
4. Promotional pricing uses techniques like loss leaders, special events, psychological discounting, rebates, financing options, and warranties to stimulate sales.
5. Differentiated pricing tailors the basic price based on customer segments, product forms, locations, times,
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How Should a Company Adapt Prices To Meet Varying Circumstances and Opportunities?
1. How should a company adapt prices
to meet varying circumstances and
opportunities?
2. By,
Anurag Kar
B.Tech. Student
Department of E and ECE
IIT Kharagpur
Based on Chapter 3: Developing Pricing
Strategies and Programs
Of
Marketing Management: A South Asian
Perspective
By Kotler, Keller, Koshy and Jha
14. Discounts should be used sparingly, because
excessive discounts undermine the value
perceptions of the product and give an impression
that the company’s price list is ‘soft’.
16. T y p e s o f P r o m o t i o n a l
P r i c i n g
Loss-Leader
Pricing
Special Event
Pricing
Psychological
Discounting
Low-Interest
Financing
Cash RebatesLonger Payment
Terms
Special Customer
Pricing
Warranties And
Service Contracts
20. Cash Rebates
Offering a cash refund (rebate) to
encourage purchase of products within a
specified time period.
21. Low - Interest Financing
Offering low interest financing instead
of cutting prices.
Eg. Automakers have used no interest
financing to attract customers.
26. Differentiated Pricing is the practice of
adjusting the basic price to accommodate
differences in customers, products,
locations, and so on.
27. PRICE DISCRIMINATION
is when a company sells a product or
service at two or more prices that do not
reflect a proportional difference in costs.
28. T y p e s o f P r i c e
D i s c r i m i n a t i o n
Customer segment
Pricing
Product Form
Pricing
Time
Pricing
Channel
Pricing
Image PricingLocation Pricing