Marketing Management, 16th Edition

Chapter 11 Managing Pricing and Sales Promotions

Netflix has accompanied a series of price hikes with heavy investment in developing original content to complement the extended array of streaming programming it offers.

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Learning Objectives

After studying this chapter you should be able to:

1. 11.1 Describe the role that pricing plays in marketing management.

2. 11.2 Identify the key psychological factors that influence how consumers perceive prices.

3. 11.3 Explain the factors that a manager must consider when setting prices.

4. 11.4 Discuss how to respond to competitive prices cuts.

5. 11.5 Explain how to design and manage ...