11

Pricing StrategiesAdvanced Topics

OBJECTIVES OUTLINE

  • OBJECTIVE 11-1 Describe the major strategies for pricing new products.
  • OBJECTIVE 11-2 Explain how companies choose a portfolio of prices to maximize the profits from the total product mix.
  • OBJECTIVE 11-3 Discuss how companies adjust their prices to account for different types of customers and situations.
  • OBJECTIVE 11-4 Discuss the key issues related to initiating and responding to price changes.
  • OBJECTIVE 11-5 Discuss the major public policy concerns and key laws and regulations that affect pricing decisions.

CHAPTER PREVIEW

In the previous chapter, you learned that price is an important marketing mix tool for both creating customer value and capturing some of that value in terms of profits. ...

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