MARKETING
9th Edition
ISBN: 9780324362084
Author: Lamb
Publisher: CENGAGE L
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Question
Chapter 21, Problem 1LO
Summary Introduction
To discuss: The procedure that are used to set the correct price.
The strategy used by the companies to set the price of their products and services is known as the pricing strategy.
Expert Solution & Answer
Explanation of Solution
The major steps that are involved in setting the right price are as follows:
- The pricing goals has to be established
- Estimations of the costs, demands, and profits has to be done.
- Selecting the price policy in order to find the base price.
- The base price has to be finely tuned along with the tactics in pricing.
The long-term pricing strategy framework has been established for a service or good. The three major types of price policies are skimming, status quo pricing, and penetration pricing.
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Chapter 21 Solutions
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Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- Why setting the right price is essential?arrow_forwardHow is a break-even analysis used to evaluate possible pricesarrow_forwardOnce a company determines a base price, a series of price tactics are often offered to help fine-tune the base price to make sure it satisfies the company and customer. List the four basic price tactics and define each one.arrow_forward
- If an item is particularly valuable to a customer, using customer-based pricing might suggest a price that is higher than the one that would be indicated by use of a standard markup. Describe a situation where the use of customer-based pricing would suggest a price that is lower than the one that would be indicated by use of a standard markup.arrow_forwardWhat is the difference between a price skimming and price penetration strategy and when should each be used?arrow_forwardWrite short notes on Contract cost and Price Management.arrow_forward
- How you can differentiate between a price skimming and a market penetration pricing strategy. Discuss with the help of a suitable example from the local marketarrow_forwarddefine the various objectives that a company hopes to achieve through pricing .arrow_forwardExplain in your own words and also give examples of how price gouging is harmful for the customers and predatory pricing good for them?arrow_forward
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