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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

Major Pricing Strategies

The price the company charges will fall somewhere between one that is too low to produce a profit and one that is too high to produce any demand. A green circle icon. Figure 10.1 summarizes the major considerations in setting prices. Customer perceptions of the product’s value set the ceiling for its price. If customers perceive that the product’s price is greater than its value, they ...

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Publisher Resources

ISBN: 9780134492513