Escolar Documentos
Profissional Documentos
Cultura Documentos
Demand factors
(Value to buyers)
(price ceiling)
Competitive factors
Final pricing
discretion
Corporate objectives
and regulatory
constraints
Initial
pricing
discretion
the more uses a product or service has, the greater its price
elasticity
Product-Line Pricing
Product-Line Pricing involves determining:
1)
2)
3)
Pricing Strategies
Full-Cost Pricing
Variable-Cost Pricing
Variable-cost pricing is demand-oriented pricing.
Two purposes:
stimulate demand
shift demand
10
11
12
13
14
High Risk
Low Risk
Product/Service Type
undifferentiated
differentiated
stable/decreasing
increasing
high
low
high
low
declining
stable
low
high
Number of Competitors
many
few15