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STEP 6:Selecting The Final
Price
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Some factors to consider when
selecting the price
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Impact of othermarketing activities 1
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pricing policiesCompany 2
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Gain-and-risk-sharing pricing
3rd
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Impact of price on other parties
Last
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Impact of other MARKETING ACTIVITIES
1
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227 consumer
businesses
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1BRANDS WITH AVERAGE QUALITYBUT HIGH ADVERTISING BUDGETS
Could charge premium prices
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2Brands with high qualityAND HIGH
ADVERTISINGobtained the highest price
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3 High prices and
high advertising are held
most inthe later stages
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Company pricing policies2
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Customers
DO NOT ALIENATE THEM
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STEALTHPRICE
INCREASES
Example 1
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IT IS THETHE ONLY
WAYTO COVER UPEXPENSES
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SET UPa pricing department
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and high-tech “cost-forecasting” system
Example 2
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Government
Small business
Home PC buyer
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Gain-and-Risk-Sharing
Pricing
3
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Buyers and high
perceived level of
risk
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A LEADINGMEDICAL PRODUCTS
FIRM
Example 3