TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 13 – Kerin, Hartley, Rudelius

Chapter 13 – Building the price foundation. This chapter identify the elements that make up a price, recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge, explain what a demand curve is and the roles of revenues in pricing decisions,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Identify the elements that make up a price. LO1 Recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge. Explain what a demand curve is and the role of revenues in pricing decisions. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Describe what price elasticity of demand means to a manager facing a pricing decision. Explain the role of costs in pricing decisions. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point. LO6 THE RESULT OF AN “UNTHRILLED MOTHER”: THE LAUNCH OF ! Plan for the Start-up How StubHub’s Pricing Works Now NATURE AND IMPORTANCE OF PRICE WHAT IS A PRICE?: THE PRICE EQUATION LO1 Price Barter Price Equation .

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