8
Pricing Strategy
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Understand the concept, significance and objectives of pricing decisions
• Identify the different pricing policies employed by firms
• Examine the rural pricing strategy from the affordability perspective and distinguish it from the urban strategy
• Explain pricing strategies based on different market segments
• Discuss pricing decisions in relation to distribution, promotion, environmental factors such as government policies, inflation and competition and product lifecycle
• Identify retailer pricing methods
Procter & Gamble (P&G) recently launched two new products, one in the detergent segment called “Tide Naturals” and another one ...
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