EBK PRINCIPLES OF MARKETING
EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 11, Problem 11.1DQ
Summary Introduction

To discuss: Differentiating between market skimming and market penetration pricing in the condition it is appropriate with examples.

Cost-based pricing includes setting prices dependent on the expenses of creating, dispensing and selling the product in addition to a reasonable rate of return for the organization's exertion and risk. An organization's costs might be a significant component in its pricing strategy.

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Differentiating between market skimming and market penetration pricing in the condition it is appropriate with examples are as follows:

  • Market skimming pricing: Numerous organizations that announce new products establishes higher introductory costs to "skim" revenues level by level from the market, such strategy is termed as market skimming pricing or price skimming. Market skimming bodes well just under specific conditions. To begin with, the product's image and quality should help its more expensive rate and enough purchasers must need the product at that price.

    Secondly, the costs of creating lesser volume cannot be high to the point that they drop the benefit of pricing more. At last, the contenders should not have the option to go into the market effectively and undercut the high price. Example: DVD players, computer industries and Company AL which manufactures premium smartphones.

  • Market penetration pricing: Instead of setting a higher introductory cost to skim off little yet productive market segments, a few organizations use penetration pricing in which they set a low introductory cost so as to penetrate the market rapidly and profoundly in order to pull in countless purchasers rapidly and win a huge market share.

    The larger sales volume brings about decreasing costs, enabling the organization to cut its cost considerably further. A few conditions must be met at this minimal effort procedure to work. To begin with, the market should be exceptionally price sensitive so a low price delivers more growth in the market. Secondly, manufacturing and distribution costs must decline as sales volume increments.

    At long last, the low price must assistance keep out the challenge, and the penetration price must keep up its low-price position or the price benefit might be just short-term. Example: Company SS in Country IN as accurate for penetration pricing.

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