Principles of Marketing . Price. Strategic Objectives. Profit Positioning and leadership Social responsibility. The Feasible Price Range. What is the highest price a consumer will pay? What is the lowest price a seller can charge?
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What is the highest price a consumer will pay?
What is the lowest price a seller can charge?
What encourages sellers to charge something between the two extremes?
Value of X = (Price of substitute + costs associated with substitute)
-costs associated with X
Value CF =
Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.
Results in Fewer, But More Profitable Sales.
Use Under These Conditions:
Product’s Quality and Image Must Support Its Higher Price.
Costs Can’t be so High that They Cancel the Advantage of Charging More.
Competitors Shouldn’t be Able to Enter Market Easily and Undercut the High Price.New Product Pricing Strategies
Falling Market Share
Dominate Market Through Lower Costs
Overdemand: Company Can’t Supply All Customer’s Needs