The document discusses pricing strategies and programs. It outlines that there are three major considerations - cost, customer, and competition - for setting prices. It also describes different ways to adapt pricing, such as through geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing.

1. Creating Value:
Developing Pricing Strategies
and Programs
Sherwin Ng, V83
COSLA 2, Marketing Management
Ateneo Graduate School of Business

2. Pricing
Strategies
and
Programs
OUTLINE:
1. The 3 C’s: Major Consideration in setting the Price
(Cost, Customer and Competition)
2. Price Adaptation using:
2-1. Geographical Pricing
2-2. Price Discounts and Allowances
2-3. Promotional Pricing
2-4. Differentiated Pricing
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3. Pricing
Strategies
and
Programs
The 3C’s: Major Decisions in Price Setting
Price
Setting
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4. Pricing
Strategies
and
Programs
The 3C’s: Major Decisions in Price Setting
Price
Setting
Cost
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5. Pricing
Strategies
and
Programs
The 3C’s: Major Decisions in Price Setting
Price
Setting
Cost
Customer
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6. Pricing
Strategies
and
Programs
The 3C’s: Major Decisions in Price Setting
Price
Setting
Cost
Customer
Competition
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7. Pricing
Strategies
and
Programs
The 3C’s: Major Decisions in Price Setting
Cost
Customer Competition
How stable?
How safe?
How much potential
earning?
BM is my fiend!
Options Available?
Alternatives?
Better Service?
More Perks?
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8. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
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9. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
CASH PRICE
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10. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
Quantity Discount Seasonal Discount
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11. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
Special Event Pricing
Loss Leader Pricing
Special Customer Pricing
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12. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
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13. Pricing
Strategies
and
Programs
Product
Form
Pricing
vs.
Channel
Pricing
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14. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
Location
Pricing
vs.
Time
Pricing
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15. Price Adaptation
2-1. Geographical
Pricing
2-2. Price Discounts
and Allowances
2-3. Promotional
Pricing
2-4. Differentiated
Pricing
Pricing
Strategies
and
Programs
Deposit Pick Up Pricing FX Rate
Valued or Preferential Clients Seasonal Pricing
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16. Pricing
Strategies
and
Programs
SUMMARY:
1. The 3 C’s: Major Consideration in setting the Price
(Cost, Customer and Competition)
2. Price Adaptation using:
2-1. Geographical Pricing
2-2. Price Discounts and Allowances
2-3. Promotional Pricing
2-4. Differentiated Pricing
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