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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Table of Contents 1. The Need for Pricing 2. Pricing Software Industry Products 3. Licensing 4. Pricing Discrimination 5. Bundling 6. Other Pricing Issues 7. Summary The Need for Pricing Pricing has far reaching effects beyond the cost of the product. Pricing is just as much a positioning statement as a definition of the cost to buy. Price defines the entry threshold: who your buyers are and their sensitivities‚ which competitors you will encounter‚ who you will
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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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Definition Pricing is a powerful element of a small business’s marketing strategy. The pricing structure of your products and services‚ and how it relates to your competitors’ pricing strategies and the expectations of consumers‚ play an important role in creating an image for your company and establishing a specific customer base. An analysis of pricing strategy reveals that companies have a range of options in their pricing toolkit they can use to augment their marketing initiatives. Pricing strategy
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Developing Pricing Strategies and Programs Marketing Management Price Changing in the Internet Internet reverse the fixed pricing trend‚ since: Buyers can: Get instant price comparisons from thousands of vendors. Name their price and have it met. Get products free. Both Buyers and Sellers can: Negotiate prices in online auctions and exchanges Sellers can: Monitor customer behavior and tailors offers to individuals. Give certain customers access to special prices. Consumer Psychology
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PRICING METHODOLOGY Pricing methods adopted by an organization determines the values attached to its products. Pricing determinant can be Internal or External. An Internal pricing determinant is one that is controlled by the marketer while the external is not controllable by the marketer. We shall be considering the following types of pricing models: PRICE DISCRIMINATION: Price discrimination is the practice of setting a different price for the same product in different segments to the market.
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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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149 Control w it h fairness in transfer pricing A transfer price is useless unless unit managers feel they are being treated fairly while top management retains control Robert G. Eccles It seems straightforward on the face of it: when a unit in a company sells a product to another unit‚ it ought to charge a fair price. That price may be based on what it cost to make the product‚ or on the market price of the product‚ or on some combination of these two. But as most managers
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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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Chapter 1 Introduction of the Topic TRANSFER PRICING TRANSFER PRICING is a term used to describe all aspects of inter Company pricing arrangements between related business entities‚ and commonly applies to inter Company transfers of tangible and intangible property. Inter Company transactions across borders are growing rapidly and are becoming much more complex. Transfer pricing refers to the internal pricing system that is used when divisions in the same firm deliver products or services
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