University of Cebu-Banilad Library

Includes bibliographical references and index.

Contents: Chapter 1. Introduction: pricing as an element of the marketing mix -- Part I. Setting of initial prices -- Chapter 2. The starting point in setting an initial price -- Chapter 3. Assessing value to the customer -- Chapter 4. Basic pricing strategies and the use of breakeven analysis -- Part II. Modification of existing prices -- Chapter 5. Development and use of the generalized breakeven formula -- Chapter 6. Predicting price-change response: economic and competitive factors -- Chapter 7. Predicting price-change response: cognitive factors -- Chapter 8. Predicting price-change response: emotional factors -- Chapter 9. Empirical measurement of price-change response -- Part III. Developing a price structure -- Chapter 10. The logic of price segmentation -- Chapter 11. Time as a price-segmentation fence -- Chapter 12. Place of purchase as a price-segmentation fence -- Chapter 13. Pricing of interrelated products -- Part IV. Broader considerations in pricing -- Chapter 14. Interactive pricing: auctions and negotiation -- Chapter 15. Law, ethics, and social responsibility in pricing -- Chapter 16. The role of price in marketing strategy

"The primary theme of Pricing Strategies is that pricing should be guided by the marketing concept, which indicates that success is achieved through a focus on the needs and sensitivities of the customer. This customer-focus theme is evident throughout the text. The author helps to overcome the mathematical anxieties of students with an intuitive approach to understanding basic pricing concepts, and presents mathematical techniques as simply more detailed specifications of these concepts"--Provided by publisher.

Megatext Philippines, Inc. P 4662.00 BSBA-Marketing Management

English