8/20/2019 Module-6-Business Marketing-VTU Syllabus

1/8

Module 6

8/20/2019 Module-6-Business Marketing-VTU Syllabus

2/8

Pricing

8/20/2019 Module-6-Business Marketing-VTU Syllabus

3/8

• Price: a crucial element in productstrategy

• Factors that infuence pricing strategy

 – Customer demand

• Analyzing customer benets

• Analyzing customer costs

• Price sensitivity

 – The nature o derived demand

 – Competition

• Price leadership

8/20/2019 Module-6-Business Marketing-VTU Syllabus

4/8

 – Cost and prot relationship

• Marginal cost and revenue

• !stimating cost

 – The mar"et reaction to and perceptiono price

 – #overnment regulation

8/20/2019 Module-6-Business Marketing-VTU Syllabus

5/8

8/20/2019 Module-6-Business Marketing-VTU Syllabus

6/8

8/20/2019 Module-6-Business Marketing-VTU Syllabus

7/8

• Pricing strategies

 – $e% product introduction

• Mar"et s"imming strategy

• Mar"et penetration strategy

 – Product lie cycle considerations

• #ro%th

•

Maturity• &ecline

 – Fle'ible pricing strategy

8/20/2019 Module-6-Business Marketing-VTU Syllabus

8/8

• Pricing policies

 – &iscount pricing

• Trade discounts

• (uantity discounts

• Cash discounts

• #eographical pricing

•

Pricing or prots