CHRISTIAN SERVICE UNIVERSITY COLLEGE DEPARTMENT OF BUSINESS STUDIES PRICING AND ITS EFFECTS ON CONSUMER BUYER BEHAVIOUR BY ISAAC OFORI MANU SHIRLEY ANNOR PRISCILLA ADJEI ERIC OFOLI ANANG MARY ABENA FORDJOUR JULY 2011 STATEMENT OF AUTHENTICITY We have read the university regulation relating to plagiarism and certify that this report is all our own work and do not contain any unacknowledged work from any other source. We also declare that we have been under supervision for this report herein
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1. What is “kamikaze pricing”? Kamikaze pricing is an extreme form of penetration pricing. “Kamikaze” is a reference to World War II Japanese dive bomber pilots who would sacrifice their lives by crashing their airplanes‚ heavily loaded with explosives‚ onto enemy ships. Kamikaze pricing happens when the reasoning for penetration pricing is flawed because marketers wrongly assume lower prices will increase sales. However‚ in the business world‚ the continuous pursuit of increasing sales by lowering
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MARKETING Session III: Pricing Policy Question I: Why is pricing policy so important in the marketing mix of a product ? What is pricing? Pricing is the process of determining what a compagny will receive in Exchange for its products. Pricing strategy is important for several aspects in the compagny wich are: Survival : short-term objectives are set in order to survive Profit :the objective is to maximise profits Return on investment : prices are set to attain a specified return on
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Pricing Strategy Steps in Setting Price: Following are the steps in setting price for a product: 1. Selecting the pricing objectives; 2. Determining the consumers’ demand; 3. estimating costs; 4. Analysing the competitors’ costs‚ prices and offers; 5. Selecting a pricing method; and 6. Selecting the final price. 1. Selecting the pricing objectives: Before selecting a suitable price for a product‚ the marketer is needed to review the company’s objectives. The more clearer the company’s
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product development‚ market research and other tasks that are viewed as the more interesting and exciting parts of the job. Yet pricing decisions can have important consequences for the marketing organization and the attention given by the marketer to pricing is just as important as the attention given to more recognizable marketing activities. Some reasons pricing is important include: •Most Flexible Marketing Mix Variable – For marketers price is the most adjustable of all marketing decisions
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“What is the so-called pricing process?” Pricing is the determination of monetary amount in exchange on the commodity sold or the service rendered by the business. In pricing‚ the Business should consider the following factors that affect pricing: 1. The manufacturing or production cost. Variable and fixed costs are the costs incurred in a product or service. Examine whether the costs that have been incurred in the commodity sold or service rendered are going to be covered up by the revenue
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the competitors. Ford’s latest pricing strategy is regarding passenger cars to strengthen the brand’s appeal for retail customers. Ford has concentrated on recommending an official list of prices on medium and small cars from August‚ with similar action on Ford’s larger cars and SUV’s to follow in April. Before these prices go into effect‚ Ford will allow dealers to offer special promotions which will help mirror these lower prices in the future. With this pricing strategy‚ Ford is hoping to make
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Written Assignment 5 Pricing Strategies One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to product positioning. Pricing also affects other marketing mix elements as well‚ such as product features‚ channel decisions‚ and promotion. A pricing strategy is a course of action designed to achieve pricing objectives. This strategy helps marketers set prices. There are many ways to price a product. The following‚ figure
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MKT 521 *Psychological Pricing S*trategy {draw:frame} Reference Pricing.- Any business can leverage on reference pricing by positioning their product in the market place along with high value or luxury items to make consumers perceive that its product fits into the same category. However‚ if consumers feel that the product does not belong in that category the pricing and positioning strategy will not work and be it counterproductive for the product and the company. Two common forms of
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though “ABC has emerged as a tremendously useful guide to management action that can translate directly into higher profit” (Kaplan and Copper1991) It is not fair to say that Absorption costing is no longer relevant. In fact ABC does not conform to GAAP (generally accepted accounting principles). Absorption costing is conventionally used for external reports‚ filings and other statutory compliances; where all of the manufacturing costs and only manufacturing costs are needed. For example auditors
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