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Pricing Policy in Marketing

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Rohit Ranganathan
Rohit Ranganathan

Pricing is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organization.

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Pricing Policy in Marketing Presented by: Rohit Ranganathan Copyright © 200 1 by McGraw-Hill Ryerson Limited
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing ,[object Object],[object Object]
Pricing Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Strategy ,[object Object],[object Object],[object Object]
Price vs. Non-price Competition ,[object Object],[object Object],[object Object],[object Object]
Non-price Competition ,[object Object],[object Object],[object Object],[object Object]
Relationship Pricing ,[object Object],[object Object],[object Object]
The Price Determination Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SELECT PRICING OBJECTIVE SELECT METHOD OF DETERMINING THE BASE PRICE: Cost-plus pricing Price based on both demand and costs Price set in relation to market alone DESIGN APPROPRIATE STRATEGIES : Price vs. non-price competition Skimming vs. penetration Discounts and allowances Freight payments One price vs. flexible price Psychological pricing Leader pricing Everyday low vs. high-low pricing Resale price maintenance The Process: An Illustration
Market Entry Pricing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discounts and Allowances ,[object Object],[object Object],[object Object]
Other Discounts and Allowances ,[object Object],[object Object]
The Competition Act ,[object Object],[object Object],[object Object],[object Object]
Geographic Pricing Strategies ,[object Object],[object Object],[object Object],[object Object]
Psychology of Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questionable Pricing Practices ,[object Object],[object Object]
THANK YOU

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Pricing Policy in Marketing

  • 1. Pricing Policy in Marketing Presented by: Rohit Ranganathan Copyright © 200 1 by McGraw-Hill Ryerson Limited
  • 2.
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  • 10. SELECT PRICING OBJECTIVE SELECT METHOD OF DETERMINING THE BASE PRICE: Cost-plus pricing Price based on both demand and costs Price set in relation to market alone DESIGN APPROPRIATE STRATEGIES : Price vs. non-price competition Skimming vs. penetration Discounts and allowances Freight payments One price vs. flexible price Psychological pricing Leader pricing Everyday low vs. high-low pricing Resale price maintenance The Process: An Illustration
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