Session 13 Pricing Strategies

Time required: 2 hours
Objectives & Requirements
　　Understand
　　• a dynamic process of pricing
　　• different pricing strategies through a product’ life cycle.
　　• how to assess/respond to competitors' price change
Essential Concepts
　　• skimming pricing vs. penetration pricing
　　• product mix pricing strategies (product line pricing, captive-product pricing, etc.)
　　• adjustment strategies
　　• initiating price changes
　　• ways to assess/respond to competitor’s price changes
Text Chapter and Supplementary Materials
　　Chapter 11，Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 2 (a – c)
　　Issues for Discussion:
　　1. What do you think about the price war of air-conditioner with approaching of the hot summer? Is it reasonable?
　　2. Do you agree that pricing is the most effective tool of competition in this industry?
　　3. Can you imagine any disadvantages of such kind of price war?
Case Analysis：
　　“Circuit City : Selling Used Cars like Stereos”, Principles of Marketing 9th ed.
Quiz 4 (for Sessions 12-13)

>> 返回 <<