MARKETING:REAL PEOPLE,REAL CHOICES
10th Edition
ISBN: 9780135199893
Author: Solomon
Publisher: RENT PEARS
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Textbook Question
Chapter 10, Problem 2QA
Describe and give examples of some of the following types of pricing objectives: profit, market share, competitive effect, customer satisfaction, and image enhancement.
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As the marketing manager for a local cable company with key competitors such as AT&T U-verse and Dish Network, a comprehensive pricing strategy report is needed for presentation to the Vice President. The report should be structured around the six standard steps for setting a pricing policy and should include:
A clearly defined pricing objective with supporting rationale.
An evaluation of current demand for the service and how this affects pricing decisions.
A cost analysis identifying key cost components and their impact on price setting.
A competitive price analysis comparing pricing structures of similar services.
A recommendation for a pricing method and a proposed final price, including justification.
This will support strategic decision-making and help position the service effectively in the market.
Chapter 10 Solutions
MARKETING:REAL PEOPLE,REAL CHOICES
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