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Priciple Of Marketing chapter 9

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Priciple Of Marketing chapter 9
11-1
11-1

PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong

Chapter
Chapter 99
Pricing Products:
Pricing Strategies

Copyright 1999 Prentice Hall

Price
Price -- Quality
Quality Strategies
Strategies

11-2
11-2

Price

Quality

Higher

Lower

Higher

Lower

Premium
Strategy

Good-Value
Good-Value
Strategy
Strategy

Overcharging
Overcharging
Strategy
Strategy

Economy
Economy
Strategy
Strategy

 Copyright 1999 Prentice Hall

New
New Product
Product Pricing
Pricing Strategies
Strategies
Market
Market Skimming
Skimming

Market
Market Penetration
Penetration

> Setting a High
Price for a New
Product to
Maximize
Revenues from the Target Market.

> Setting a Low

> Results in Fewer,
More Profitable
Sales.

Price for a New
Product in Order to Attract a Large
Number of Buyers.

> Results in a Larger
Market Share.

 Copyright 1999 Prentice Hall

11-3
11-3

Product
Product Mix
Mix Pricing
Pricing Strategies
Strategies
Product
Product Line
Line Pricing
Pricing

11-4
11-4

Setting
SettingPrice
PriceSteps
Steps Between
BetweenProduct
Product Line
Line Items
Items
i.e.
i.e.$299,
$299,$399
$399

Optional-Product
Optional-Product Pricing
Pricing

Product
Product
Mix
Mix
Pricing
Pricing
Strategies
Strategies

Pricing
Pricing Optional
Optionalor
orAccessory
AccessoryProducts
Products
Sold
Sold With
With The
The Main
Main Product
Product
i.e.
i.e.Car
CarOptions
Options

Captive-Product
Captive-Product Pricing
Pricing

Pricing
PricingProducts
ProductsThat
ThatMust
MustBe
BeUsed
Used
With
With The
TheMain
MainProduct
Product
i.e.
i.e.Razor
RazorBlades,
Blades,Film,
Film,Software
Software

By-Product
By-Product Pricing
Pricing

Pricing
Pricing Low-Value
Low-ValueBy-Products
By-ProductsTo
ToGet
Get Rid
Rid
of of Them
Them
i.e.
i.e. Lumber
LumberMills,
Mills,Zoos
Zoos

Product-Bundle
Product-Bundle Pricing
Pricing

Pricing
Pricing Bundles
BundlesOf
OfProducts
ProductsSold
SoldTogether
Together
i.e.
i.e.Season
Season Tickets,
Tickets,Computer
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