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