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Marketing Mix Priced Op 08

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The document discusses pricing strategies and methods. It defines what a pricing strategy is and identifies key determinants for pricing decisions like organizational objectives, costs, competition, and customer perceptions. It explores different pricing methods like cost-oriented, demand-oriented, and competition-oriented pricing. It also covers pricing tactics like discounts, flexible pricing, and how legal/regulatory factors can influence pricing.

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The Marketing Mix Hillary Jenkins, Otago Polytechnic Pricing
[object Object],[object Object],[object Object],[object Object]
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object]
Introduction ,[object Object],[object Object]
Pricing Strategy ,[object Object],[object Object],[object Object]
Pricing Strategy ,[object Object],[object Object],“ The planning of prices, including the setting of discounts, in considering items such as the price of competitive products, manufacturing and distribution costs, the firms growth and profitability, customer wants, and the elasticity of demand.”
Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Strategy ,[object Object],[object Object],Profits = Total Revenues – Total Costs Profits = (Prices x Quantities sold) – Total Costs OR
The Key Determinants for Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Firm’s overall objectives Marketing & Selling objectives ,[object Object],[object Object],[object Object],[object Object],Competitors’ pricing behaviour and type Market demand / perception Legal / regulatory requirements MARKETPLACE ORGANISATIONAL Factors influencing price selection
Pricing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quantity or Trade Discount ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cash Discounts ,[object Object],[object Object]
Flexible Price Strategy ,[object Object],[object Object]
Price Lining ,[object Object],[object Object]
Leader Pricing ,[object Object],[object Object]
[object Object],Activity
Feedback ,[object Object],[object Object],[object Object],[object Object]
Buyers Perceptions ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Activity
Feedback ,[object Object],[object Object],[object Object],[object Object]
Feedback ,[object Object],[object Object],[object Object],[object Object]
Feedback ,[object Object],[object Object],[object Object]
Competition ,[object Object],[object Object],[object Object],[object Object]
PRICE COMPETITION ,[object Object]
NON PRICE COMPETITION ,[object Object],[object Object]
[object Object],[object Object],[object Object]
Competition ,[object Object],[object Object],[object Object]
Competition ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Their reaction will depend on
Legal and Regulatory Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Different Methods of Pricing ,[object Object]
PRICING POLICY ,[object Object],[object Object],[object Object]
PRICING METHODS ,[object Object],[object Object],[object Object]
Cost Orientated Pricing ,[object Object],[object Object],[object Object]
Demand Orientated Pricing ,[object Object],[object Object]
Competition Orientated Pricing ,[object Object],[object Object]

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Marketing Mix Priced Op 08

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