January 2017
Beginner
580 pages
160h 2m
English
In the previous chapter, you learned that priceis an important marketing mix tool for both creating and capturing customer value. You explored the three main pricing strategies—customer value–based, cost-based, and competition-based pricing—and the many internal and external factors that affect a firm’s pricing decisions. In this chapter, we’ll look at some additional pricing considerations: new product pricing, product mix pricing, price adjustments, and initiating and reacting to price changes. We close the chapter with a discussion of public policy and pricing.
For openers, let’s examine Apple’s premium pricing strategy. Apple sets its prices substantially above those of even ...