MARK 5320: Advanced Marketing Fundamentals
Chapter 15: Price, the Only Revenue Generator
Contents
Page 1
Introduction
Learning Objectives
Page 2
Pricing
The Pricing Framework
The Firm's Pricing Objectives
Earning a Targeted Return on Investment (ROI)
Maximizing Profits
Maximizing Sales
Maximizing Market Share
Maintaining the Status Quo
Page 3
Factors that Affect Pricing Decisions
Customers
Page 4
Competitors
The Economy and Government Laws and Regulations
Page 5
Product Costs
Page 6
Pricing Strategies
Introductory Pricing Strategies
Page 7
Pricing Approaches
Price Adjustments
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