Posted: March 3rd, 2014
Marketing Managemenet and Innovation – Pricing
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Stephen K. Djokotoe. DUE DATE: February 15, 2014. Time: 10:00 PM. SUBJECT: MARKETING MANAGEMENT AND INNOVATION. Textbook: Marketing Management.14th Edition. Authors: Kotler, P., and Keller, K. ( K-K ) Week 7. Required reading – Chapter 14: Developing Pricing Strategies and Programs. Pp 382-413. Recommended Readings: Bruno, H.A., Hai, C., & Dutta, S. (2012). Role of Reference Price on Price and Quantity: insights from Business-to-Business Markets. Journal of Marketing Research (JMR), 49(5), 650-654. Ellickson, P., Misra, S., & Nair, H. (2012). Repositioning Dynamics and Pricing Strategy. Journal of Marketing Research (JMR), 49(6) 750-772. You may use materials from other resources but must cite K-K also. All citations in APA format. FONT SIDE: Please use a 12-point font and 1-inch margins. Week 7 – PREVIEW: HOW MUCH DOES IT COST? Except for the elite few, this question comes up in almost every purchase decision, sooner or later. This week, we explore various strategies for setting prices. This is hard enough when you are putting tags on items for a yard sale. It is certainly challenging when you have to balance the objectives of a single product with those of the entire product line. Price is both a signal of quality and a reflection of component costs. Price is not the only “cost†customers (both consumers and businesses) consider in their purchase calculations. There are many other costs,, such as, travel time, delivery charges, wait time, convenience, etc. Allowing for incentives for channel members adds more considerations. Pricing Decisions Competencies: Teambuilding, Executing Decisions, Technology Fluency. Objective 8: Develop and analyze various aspects of the marketing mix – product, place, price and promotion and innovative strategies to develop and sustain an organization’s market position. ASSIGNMENT: ( Please select and Discuss one only of the following ): MT-1: Setting the Price. A price-setting is a …
Stephen K. Djokotoe. DUE DATE: February 15, 2014. Time: 10:00 PM. SUBJECT: MARKETING MANAGEMENT AND INNOVATION. Textbook: Marketing Management.14th Edition. Authors: Kotler, P., and Keller, K. ( K-K ) Week 7. Required reading – Chapter 14: Developing Pricing Strategies and Programs. Pp 382-413. Recommended Readings: Bruno, H.A., Hai, C., & Dutta, S. (2012). Role of Reference Price on Price and Quantity: insights from Business-to-Business Markets. Journal of Marketing Research (JMR), 49(5), 650-654. Ellickson, P., Misra, S., & Nair, H. (2012). Repositioning Dynamics and Pricing Strategy. Journal of Marketing Research (JMR), 49(6) 750-772. You may use materials from other resources but must cite K-K also. All citations in APA format. FONT SIDE: Please use a 12-point font and 1-inch margins. Week 7 – PREVIEW: HOW MUCH DOES IT COST? Except for the elite few, this question comes up in almost every purchase decision, sooner or later. This week, we explore various strategies for setting prices. This is hard enough when you are putting tags on items for a yard sale. It is certainly challenging when you have to balance the objectives of a single product with those of the entire product line. Price is both a signal of quality and a reflection of component costs. Price is not the only “cost†customers (both consumers and businesses) consider in their purchase calculations. There are many other costs,, such as, travel time, delivery charges, wait time, convenience, etc. Allowing for incentives for channel members adds more considerations. Pricing Decisions Competencies: Teambuilding, Executing Decisions, Technology Fluency. Objective 8: Develop and analyze various aspects of the marketing mix – product, place, price and promotion and innovative strategies to develop and sustain an organization’s market position. ASSIGNMENT: ( Please select and Discuss one only of the following ): MT-1: Setting the Price. A price-setting is a …
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