Pricing concepts and strategies
After completing this chapter, you should be able to:
• Explain the relationship among price, value, and benefits.
• Understand the relationship between price and the other marketing mix elements.
• Describe how costs and organizational objectives affect pricing decisions.
• Explain how the competitive environment influences pricing decisions.
• Describe how and when price adjustments should be made in the final stage of pricing.
If you were an executive of a sports franchise, what price would you charge your fans? What factors would you consider when making your pricing decision in a continually changing marketing environment? How would you estimate the demand for tickets? Will the financial ...
Get Sports Marketing, 5th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
