1 / 25

Marketing Essentials

Marketing Essentials. n Chapter 26 Pricing Strategies. Section 26.2 Setting Prices. SECTION 26.2. Setting Prices. What You'll Learn. The various pricing techniques The steps in setting prices. SECTION 26.2. Setting Prices. Why It's Important.

khuong
Download Presentation

Marketing Essentials

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Essentials nChapter 26 Pricing Strategies Section 26.2 Setting Prices

  2. SECTION 26.2 Setting Prices What You'll Learn • The various pricing techniques • The steps in setting prices

  3. SECTION 26.2 Setting Prices Why It's Important • Now that you have studied pricing concepts and policies, it is time to look at the special pricing techniques that help companies achieve their business goals. Then you will put all of that information into a single process: the steps for determining price.

  4. SECTION 26.2 Setting Prices Key Terms • everyday low prices (EDLP) • price lining • discount pricing • trade discounts • seasonal discounts • psychological pricing • odd-even pricing • prestige pricing • multiple-unit pricing • bundle pricing • promotional pricing

  5. SECTION 26.2 Setting Prices Pricing Techniques • Two common pricing techniques marketers use are: • psychological pricing • discount pricing

  6. SECTION 26.2 Setting Prices Psychological Pricing • Psychological pricing refers to techniques that create an illusion for customers or that make shopping easier for them. Common psychological pricing techniques are: • odd-even pricing • prestige pricing • multiple-unit pricing • bundle pricing • promotional pricing • everyday low prices (EDLP) • price lining Slide 1 of 5

  7. SECTION 26.2 Setting Prices Psychological Pricing • Odd-even pricing involves setting prices that end in either odd or even numbers. Odd numbers convey a bargain image; even numbers convey quality. • Prestige pricing involves setting higher-than-average prices to suggest status and prestige. Slide 2 of 5

  8. SECTION 26.2 Setting Prices Psychological Pricing • Multiple-unit pricing involvespricing items in multiples to suggest a bargain and increase sales volume. • Bundle pricing involves including several complementary products in a package and pricing them lower as a group than if they were bought separately. Slide 3 of 5

  9. SECTION 26.2 Setting Prices Psychological Pricing • Promotional pricing is generally used in conjunction with sales promotions when prices are lower than average. • Loss-leader pricing provides items at cost to attract customers. • In special-event pricing, prices are reduced for a short period of time, such as a holiday sale. Slide 4 of 5

  10. SECTION 26.2 Setting Prices Psychological Pricing • Everyday low prices (EDLP) are low prices that are set on a consistent basis with no intention of raising them or offering discounts in the future. • Price lining involves offering all merchandise in a given category at certain prices, such as $25, $35, and $50. Slide 5 of 5

  11. SECTION 26.2 Setting Prices Discount Pricing • Discount pricing involves the seller's offering reductions from the usual price. They include: • cash • quantity • trade • seasonal discounts • promotional discounts and allowances Slide 1 of 4

  12. SECTION 26.2 Setting Prices Discount Pricing • Cash discounts are offered to buyers to encourage them to pay their bills quickly. • Quantity discounts are offered to buyers for placing large orders. • Noncumulative quantity discounts are offered on one order. • Cumulative quantity discounts are offered on all orders over a specified period of time. Slide 2 of 4

  13. SECTION 26.2 Setting Prices Discount Pricing Trade discounts are the way manufacturers quote prices to wholesalers and retailers. Manufacturers establish suggested retail prices for their items, then grant members of the channel of distribution discounts from the list prices for performing their respective functions. Slide 3 of 4

  14. SECTION 26.2 Setting Prices Discount Pricing • Seasonal discounts are offered to buyers willing to buy at a time outside the customary buying season. • Promotional discounts are offered to wholesalers and retailers willing to advertise or promote a manufacturer's products. • Allowances are granted to customers for selling back an old model. Slide 4 of 4

  15. SECTION 26.2 Setting Prices Steps in Setting Prices • These are the six steps in determining a price for an item: • 1. Determine pricing objectives. • 2. Study costs. • 3. Estimate demand. • 4. Study competition. • 5. Decide on a pricing strategy. • 6. Set price.

  16. SECTION 26.2 Setting Prices Step 1—Determining Pricing Objectives What is your purpose in setting a price? Do you want to increase sales volume or sales revenue? Establish a prestigious image? Increase your market share and market position? Answering these questions will help you keep your prices in line with other marketing decisions.

  17. SECTION 26.2 Setting Prices Step 2—Study Costs Since the main reason for being in business is to make a profit, give careful consideration to the costs involved in making or acquiring the goods or services you will offer for sale. Determine whether and how you can reduce costs without affecting the quality or image of your product.

  18. SECTION 26.2 Setting Prices Step 3—Estimate Demand Employ market research techniques to estimate consumer demand. The key to pricing goods and services is to set prices at the level consumers expect to pay. In many cases, those prices are directly related to demand.

  19. SECTION 26.2 Setting Prices Step 4—Study Competition Investigate your competitors to see what prices they are charging for similar goods and services. Study the market leader. What is the range of prices from the ceiling price to the price floor? Will you price your goods lower than, equal to, or higher than your competitors'?

  20. SECTION 26.2 Setting Prices Step 5—Decide on a Pricing Strategy • You may decide to price your product higher than the competition's because you believe your product is superior. You may decide to set a lower price with the understanding that you will raise it once the product is accepted in the marketplace.

  21. SECTION 26.2 Setting Prices Step 6—Set Price After you have evaluated all the foregoing factors, apply the pricing techniques that match your strategy and set an initial price. Be prepared to monitor that price and evaluate its effectiveness as conditions in the market change.

  22. ASSESSMENT 26.2 Reviewing Key Terms and Concepts • 1. How are odd-even, prestige, multiple-unit, and bundle pricing related? Different? • 2. What is the main difference between promotional pricing and everyday low prices? • 3. What is the key factor in deciding on price lines? • 4. Name five types of discount pricing techniques. • 5. List the six steps in setting prices.

  23. ASSESSMENT 26.2 Thinking Critically • Johnson & Johnson promoted its baby shampoo to adult male athletes by touting the product's gentleness, even when used every day. At what stage in the shampoo's life cycle do you think this promotion took place? What do you think Johnson & Johnson was trying to accomplish by promoting its baby shampoo to adult males?

  24. 26.2 Graphic Organizer Types of Psychological Pricing Odd- Even Pricing PrestigePricing Price Lining Psychological Pricing Everyday Low Prices (EDLP) Multiple- Unit Pricing Bundle Pricing Promotional Pricing

  25. Marketing Essentials End of Section 26.2

More Related