Principles of Marketing 10-1 Session 10 Pricing Considerations and Approaches Text:Chapter 10 對酒价置邑大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 10－1 Principles of Marketing Pricing Considerations and Approaches Session 10 Text: Chapter 10
Outline 10-2 I.Factors Affecting Price Decisions II.The Market and Demand III.Approaches to setting prices 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 10－2 Outline I. Factors Affecting Price Decisions II. The Market and Demand III. Approaches to setting prices
10-3 I.Factors Affecting Price Decisions 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 10－3 I. Factors Affecting Price Decisions
l.Factors Affecting Price Decisions 10-4 Internal Factors Marketing Objectives Marketing Mix Strategy Pricing External Factors Costs Organizational Decisions >Nature of the considerations market and demand >Competition >Other environmental factors (economy, resellers, government) :對计至（的宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 10－4 I. Factors Affecting Price Decisions Internal Factors Marketing Objectives Marketing Mix Strategy Costs Organizational considerations External Factors Nature of the market and demand Competition Other environmental factors (economy, resellers, government) Pricing Decisions
Internal Factors Affecting Pricing Decisions:Marketing Objectives 5 Survival Low Prices to Cover Variable Costs and Some Fixed Costs to Stay in Business. Current Profit Maximization Marketing Choose the Price that Produces the Maximum Current Profit,Etc. Objectives Market Share Leadership Low as Possible Prices to Become the Market Share Leader. Product Quality Leadership High Prices to Cover Higher Performance Quality and R&D. 對计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 10－5 Marketing Objectives Survival Low Prices to Cover Variable Costs and Some Fixed Costs to Stay in Business. Current Profit Maximization Choose the Price that Produces the Maximum Current Profit, Etc. Market Share Leadership Low as Possible Prices to Become the Market Share Leader. Product Quality Leadership High Prices to Cover Higher Performance Quality and R & D. Internal Factors Affecting Pricing Decisions: Marketing Objectives