Marketing Agency

Benefits of Value-Based Pricing LEARNING OBJECTIVES Describe the benefit of value-based pricing for customers The Customer and the Pricing Decision We have discussed common company objectives that affect pricing and the competitive impact on pricing. The… Benefits of Value-Based Pricing

Competitor Impact on Pricing LEARNING OBJECTIVES Describe how competition affects pricing strategies Introduction It’s important to remember that pricing is just one component of the marketing mix, and even very specific pricing decisions need to take into account… Competitor Impact on Pricing

Break-Even Pricing LEARNING OBJECTIVES Define break-even pricing Introduction Regardless of the pricing strategy a company ultimately selects, it is important to do a break-even analysis beforehand. Marketers need to understand break-even analysis because it helps… Break-Even Pricing

Introduction to Pricing Considerations What you’ll learn to do: explain the primary factors to consider in pricing Now that we’ve considered the customer perspective, we need to understand how pricing fits into the company strategy.… Introduction to Pricing Considerations

The Psychology of Pricing LEARNING OBJECTIVES Discuss psychological factors in pricing Introduction You will notice that when we discussed the value equation in the previous reading, we referred to perceived benefits and perceivedcosts, rather than absolute/actual benefits and costs. Every customer… The Psychology of Pricing

Demonstrating Customer Value LEARNING OBJECTIVES Describe the customer view of value and pricing Introduction Rent the Runway is a company that lets customers borrow expensive designer dresses for a short time at a low price—to wear on… Demonstrating Customer Value

Introduction to the Impact of Pricing on Value What you’ll learn to do: discuss how price affects the value of an organization’s products or services Price determines how much revenue a company is going to earn.… Introduction to the Impact of Pricing on Value

Why It Matters: Pricing Strategies Why learn about pricing strategies? When Amazon.com was created in 1994, the company sold books online. While many viewed it as a real threat to traditional bookstores, few, other than… Why It Matters: Pricing Strategies

Putting It Together: Product Marketing In this module we’ve covered a wide range of topics related to the role of the product in the marketing mix. As you’ve seen, creating clear value for the customer, understanding… Putting It Together: Product Marketing

Improved Success in Product Development LEARNING OBJECTIVES Identify approaches to improving the success of new products Introduction One common cause of failure in the developing and marketing of new products is something called “product-market fit.”… Identify approaches to improving the Success in Product Development