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Chapter VII Product Pricing

Chapter VII Product Pricing. By Aj-Kulachatr Chatrakul Na Ayudhaya Mareketing Department Business Administration Faculty. Chapter VII Product Pricing. Price Policy Competitive Positioning Brand Positioning One Price Policy Price Line Leader Pricing Psychological Pricing

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Chapter VII Product Pricing

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  1. Chapter VIIProduct Pricing By Aj-Kulachatr Chatrakul Na Ayudhaya Mareketing Department Business Administration Faculty Kulachatr Chatrakul Na Ayudhaya

  2. Chapter VIIProduct Pricing Price Policy • Competitive Positioning • Brand Positioning • One Price Policy • Price Line • Leader Pricing • Psychological Pricing • Multiple Pricing Kulachatr Chatrakul Na Ayudhaya

  3. Chapter VIIProduct Pricing : Competitive Positioning Price Determination • Equal • Lower than Competitors ; Price war • Higher than Competitors • Satisfy in products and services • Firm’s Image • Convenience • Time expansion • Monopoly • In trend or Fashion Kulachatr Chatrakul Na Ayudhaya

  4. Chapter VIIProduct Pricing : House Brand • House Brand or Private Brand • can set price lower than competitors • can not compare the product value • Attractiveness • easy to buy • easy to recognition Kulachatr Chatrakul Na Ayudhaya

  5. Chapter VIIProduct Pricing :One Price Policy • Same price in all customer • Ensure that is fair price • Safe time to decision • can not negotiation • Build store image Kulachatr Chatrakul Na Ayudhaya

  6. Chapter VIIProduct Pricing :Price Line Consistency of Products price and Product Quality • Procedure in price setting • Past Sale • Competitors Pricing • Suppliers Quotation • Economics Suitable for Shopping goods not Consumer goods Kulachatr Chatrakul Na Ayudhaya

  7. Chapter VIIProduct Pricing :Leader Pricing • Surprise Sale • Cost Leader • Everyday low price concept • Loss Leader • Bait Pricing Kulachatr Chatrakul Na Ayudhaya

  8. Chapter VIIProduct Pricing :Psychological Pricing:Multiple Pricing • Psychological Pricing • Odd Number • Round Number (at the end of “9”) • Multiple Pricing (Cost-Plus technique) • Consideration in Multiple Price setting • Desirability of goods • Competition • Price custom • Service Policy • Kinds of merchandise Kulachatr Chatrakul Na Ayudhaya

  9. Chapter VIIIAdvertising & Public Relation in Retailing Business By Aj-Kulachatr Chatrakul Na Ayudhaya Mareketing Department Business Administration Faculty Kulachatr Chatrakul Na Ayudhaya

  10. Chapter VIIIAd & PR in Retail Business Advertising objectives • Perceive in product quality • Product and brand Image • Product communication • Stimulate people to use • Switching customer mind • Awareness and recognition • Increase in Brand loyalty • easy to sale for trader and sale force Kulachatr Chatrakul Na Ayudhaya

  11. Chapter VIIIAd & PR in Retail Business Kulachatr Chatrakul Na Ayudhaya

  12. Chapter VIIIAd & PR in Retail Business Media for Advertising in Retailing 1. Newspaper : Approach to many people 2. Magazine : Approach to real target 3. Radio : Widely communication 4. Television : visual,voice,movement 5. Direct Mail or Postal 6. Outdoor Advertising 7. Print ad : Leaflet Brochure catalogs 8. Electronic-Ad:Web site,Email,E-Commerce 9. M-Commerce : Mobile phone Technology Kulachatr Chatrakul Na Ayudhaya

  13. Chapter VIIIAd & PR in Retail Business Kulachatr Chatrakul Na Ayudhaya

  14. Chapter VIIIAd & PR in Retail Business Kulachatr Chatrakul Na Ayudhaya

  15. Chapter VIIIAd & PR in Retail Business Publicity or Public Relation Inform some information of the firm to people in community or support social • Internal PR : • Voice over store • Mobile , Print ad in store • External PR : • General Information • Social and sponsorship Marketing Kulachatr Chatrakul Na Ayudhaya

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