Chapter 10:
Insert
Textbook
Cover Image
Pricing
Understanding and
Capturing Customer
Value
Learning Objectives
Learning Objectives
Learning Objective 1
What Is a Price?
Learning Objective 2
Everyday low
pricing
(EDLP)
involves
charging a
constant
everyday low
price with few
or no Copyright 2016 Pearson Education, Inc. 10-13
Major Pricing Strategies
Customer Value-Based Pricing
Break-even
pricing
(target
return
pricing) is
setting price
to break even
on costs or to
make a target
return.
Copyright 2016 Pearson Education, Inc. 10-23
Major Pricing Strategies
Competition-based
pricing
Competition-
based pricing
is setting prices
based on
competitors
strategies,
costs, prices,
and market
offerings.
Copyright 2016 Pearson Education, Inc. 10-24
Pricing
Learning Objective 3
Organizational Considerations
Pure competition
Monopolistic
competition
Oligopolistic
competition
Pure monopoly
Copyright 2016 Pearson Education, Inc. 10-30
Pricing in Different Types of Markets
Economic
conditions
Resellers response
to price
Government
Social concerns