TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 13 – Kerin, Hartley, Rudelius

Chapter 13 – Building the price foundation. After reading chapter 13, you should be able to: 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,. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 13-3 LO 13-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: LO 13-1 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. 13- LO 13-6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: LO 13-5 Explain the role of costs in pricing decisions. Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s break-even point. Describe what price elasticity of demand means to a manager facing a pricing decision. LO 13-4 13- MOTHER “WAS NOT THRILLED”: THE LAUNCH OF ! Plan for the Start-up How StubHub’s Pricing Works Now 13- NATURE AND .

• Marketing - Bán hàng
• Price foundation
• Marketing process
• Lecture Marketing
• Managing the marketing process
• Strategic marketing
• Revenues in pricing decisions
• Marketing environment
• Marketing research
• Targeting marketing opportunities