This document discusses pricing strategies and considerations. It defines price as the amount charged for a product or service. Major pricing strategies discussed include customer value-based pricing, cost-based pricing, good-value pricing, value-added pricing, competition-based pricing, and market skimming versus market penetration pricing for new products. Both internal factors like costs and external factors like competitors' prices and customer perceptions must be considered when setting prices.

1. Marketing
Pricing

2. What is Price?
Major Pricing Strategies
Internal & External Consideration
Affecting Price Decisions
Outline

3. Price!!!
The amount of money charged for a
product or service; the sum of the values
that customers exchange for the benefits
of having or using the product or service.

4. Major Pricing Strategies
Customer Value Based Pricing
Setting price based on buyers’
perceptions of value rather than on
the seller’s cost.

5. Price Ceiling
No demand above this Price
Competitors’ strategies and prices
Marketing strategy, objectives, and mix
Nature of the market and demand
Price Floor
No profit below this Price
If customers perceive that a product’s price is greater than its value,
they won’t buy it. If the company prices a product below its costs, profits
will suffer. Between the two extremes, the “right“ pricing strategy is one
that delivers both value to the customer and profits to the company.
Other Internal and External
Considerations
Customer Perceptions
Value
Product Costs
Major Pricing Strategies
Customer Value Based Pricing

6. Major Pricing Strategies
Design product
to deliver desired
value at target
price
Customer Value Based Pricing
Cost Based Pricing
Design a
good product
Determine
product costs
Set price based
on cost
Convince buyers
of product’s
value
Assess customer
needs and value
perceptions
Set target price to
match customer
perceived value
Determine costs
that can be
incurred
Value Based Pricing

7. Major Pricing Strategies
Good-Value Pricing
Offering the right combination of quality
and good service at a fair price.
Good-Value Pricing
Every Day Low Pricing (EDLP) charging a
constant, everyday low price with few or
no temporary price discounts
High-Low Pricing involves charging higher prices on
an everyday basis but running frequent promotions
to lower prices temporarily on selected items

8. Major Pricing Strategies
Value-Added Pricing
Attaching value-added features and services to
differentiate a company’s offers and charging
higher prices.
Value-Added Pricing

9. Setting prices based on the costs for
producing, distributing, and selling the product
plus a fair rate of return for effort and risk.
Major Pricing Strategies
Cost Based Pricing

10. Major Pricing Strategies
Cost Based Pricing
Types of Costs:
Costs that do not
vary with production
or sales level.
Fixed Costs
Costs that vary
directly with the
level of production.
Variable Costs
The sum of the fixed
and variable costs
for any given level
of production.
Total Costs

11. Major Pricing Strategies
Cost Plus Pricing
Adding a standard markup to the cost of the
product.
• Sellers are
certain about
costs
Benefits
• Ignore demands
and competitor
prices
Disadvantages

12. Major Pricing Strategies
Break-Even Analysis and Target Profit Pricing
Setting price to break even on the costs of
making and marketing a product or setting
price to make a target return.

13. Setting prices based on competitors’
strategies, prices, costs, and market
offerings.
Major Pricing Strategies
Competition Based Pricing

14. Pricing Strategies

15. Pricing Strategies
New Product Pricing Strategy
Market-Skimming Pricing
Setting a high price for a new product to skim
maximum revenues layer by layer from the
segments willing to pay the high price; the
company makes fewer but more profitable sales.
Market-Penetration Pricing
Setting a low price for a new product to
attract a large number of buyers and a
large market share.

16. Pricing Strategies
Product Mix Pricing Strategies
Product Line
Pricing
Optional
Product Pricing
Captive Product
Pricing
By-Product
Pricing
Product Bundle
Pricing

17. Pricing Strategies
Price Adjustment Strategies
Discount and
Allowance
Pricing
Segmented
Pricing
Psychological
Pricing
Promotional
Pricing
Geographical
Pricing
Dynamic Pricing
International
Pricing

18. Other Internal and External Considerations
Affecting Price Decisions
Customers Perception of value set the upper
limit for prices, and costs set the lower limit.
Companies must consider all internal and
external factors during setting prices.

19. Other Internal and External Considerations
Affecting Price Decisions
Target Costing starts with an ideal selling
price based on consumer value considerations
and then targets costs that will ensure that
the price is met.

20. Other Internal and External Considerations
Affecting Price Decisions