TAILIEUCHUNG - Lecture Principles of Marketing - Chapter 10: Understanding and capturing customer value

Lecture Principles of Marketing - Chapter 10: Understanding and capturing customer value presents the following content: What is a price? Major pricing strategies, other internal and external considerations affecting price decisions. | Chapter Ten Pricing: Understanding and Capturing Customer Value 1 Pricing: Understanding and Capturing Customer Value What Is a Price? Major Pricing Strategies Other Internal and External Considerations Affecting Price Decisions Topic Outline 2 Price is the amount of money charged for a product or service. It is the sum of all the values that consumers give up in order to gain the benefits of having or using a product or service. What Is a Price? Note to Instructor Discussion Question How does a company like Starbuck’s price their products? This will lead to a good overview of the chapter as students will most likely focus on customers, costs and competitors. 3 Price is the only element in the marketing mix that produces revenue; all other elements represent costs What Is a Price? 4 Major Pricing Strategies Understanding how much value consumers place on the benefits they receive from the product and setting a price that captures that value Customer Value-Based Pricing 5 Major .

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Capturing customer value
• Pricing strategies
• Price decisions
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
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