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Pricing Test
product pricing methods and theories
44
Marketing
Undergraduate 3
05/08/2012

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Cards

Term
What is the importance of Pricing on business/operating profits?
Definition
Currect pricing helps companies be competitive and make sustainable profits 
Term
Cost-Based Pricing 
Definition
  • Positive
  • Price to cover cost of production then add to make a profit
  • Yield a fair return over all costs 
  • Pricing affects sales volume and vice versa 
  • All costs are met 
  • Negative
  • Hidden costs can be forgotten/over looked 
Term

Value-Based Pricing 

 

Definition
  • Positive 
  • Price you believe customers are willing to pay 
  • Creating value by offering clear benefits to consumers 
  • Negative
  • Can scare away price sensitive customers 
  • Can draw in new competitors 
Term
Customer Driven Pricing 
Definition
  • Price more profitably by capturing value
  • Not nessicarily by selling MORE product 
  • Negative 
  • Buyers rarely honest about what they are willing to pay
Term
Competition-Driven Pricing 
Definition
  • Find the combination of profit margin and market share to maximize profit over the long term 
Term
How to determine relevant costs
Definition
  • Costs that determine the profit impact 
  • incremental (not average). The cost of building a new product 
  • Avoidable (not sunk). Costs that can be avoided by not adding/producing more products. 
Term
Whitworth Student Night at Spokane Indians 
Definition
Term
Factors that affect price sensitivity (8)
Definition
  • size of expenditures 
  • shared costs
  • switching costs
  • perceived risk
  • importance of end benefit
  • price-quality perceptions 
  • reference prices
  • perceived fairness
Term
The Strategic Pricing Pyramid (Top to bottom)
Definition
[image]
Term
Value Creation 
Definition
  • Understanding how value is created 
Term
What determines value? (3)
Definition
  • The offering (use) ex: work out equipment 
  • economic (helps me save money)
  • psychological value (I percieve it to be valuable)
Term
Methods to determine customer value 
Definition
  • Managerial judgement 
  • look at past models 
  • benchmarking (watching competitors)
  • research (duh!)
  • focus groups 
  • experimentation (use test markets)
  • analysis of historical data 
Term
Price Structure 
Definition
  • Segmenting pricing
  • A method to capture the value created from the prices charged  
Term
Price Metrics 
Definition
  • Units to which a price is applied 
  • "price per x" 
Term
Price Fences 
Definition
  • (price segmentation) 
  • purchase location
  • product design 
  • product bundling 
  • quantity purchased 
  • tie ins and metering 
  • time of purchase 
Term
Price and Value Communication 
Definition
Creating value and making sure the customers percieve that value 
Term
What is the role of Assurance and Associations?
Definition
  • Assurance- gurantee or affirmation. The price paid will provide something to the consumer 
  • Associations- Creating value through other brands and organizations 
Term
What are some benefits/areas that can communicate "value" to the consumer???? (6)
Definition
  • size of expenditure (costco,B2B)
  • switching costs (cell phones, windows to mac)
  • shared costs (whitworth, medical insurance, gov.)
  • percieved risk (ADT, health products, cloud computing, car safety) 
  • importance of end-benefits (fitness, ITT tech)
  • price-quality perceptions (apple, utilities)
Term
Pricing Policy 
Definition
Consistant, "fair" rules that determine how a firm settles on prices to customers
Term
What are some methods used to understand pricing policy? (3)
Definition
  • Price branding Analysis-
  1.  regression analysis- plot prices 
  2. determine the fair price area 
  3. determin customers at risk 
  4. determine "outlaws" (people who are paying too little)
  • Customer profitablity analysis- who are your profitable customers?
  • Price waterfall analysis- total cost after all the discounts 
Term
What are some issues to consider when developing your pricing policy? (4)
Definition
  • Promotional pricing-limited time to generate interest/excitement 
  • Negotiated pricing 
  • volume/quantity discounts 
  • bid-loyalty pricing 
Term
Price Level 
Definition
Finding a price that allows for SUSTAINED profit 
Term
What are the steps in setting a price? 
Definition
  • Find and understand perceived value w/ initial identification of target segments 
  • Consider objectives of the business
  • Develop price range 
Term
What are the three main pricing strategies? 
Definition
  1. Skim pricing- set the price high to get the top of the market then keeping moving it down 
  2. Penetration pricing- lowering the price to gain market share
  3. Neutral pricing- price isn't as important as the rest of the marketing mix 
Term
3 Areas of competitive advantage
Definition
  1. Micheal Porter 
  2. Day and Wensley 
  3. Treacy and Wiersma 
Term
Micheal Porter model of SCA
Definition
  1. Cost Leadership- Wal-Mart 
  2. Differentiation- Smart Car, Apple 
  3. Focus- Niche market product, "REI"
Term
Day and Wensley method of SCA
Definition
  1. Superior Skills- skills that lead to competitive advantage such as: innovation, marketing skills ect.
  2. Superior Resources- resources that lead to competitive advantage such as: Money, financial, relational, physical, legal, informational, HR
Term
Treacy and Wiersma method of SCA
Definition
  1. Operational excellence- doing things better "FedEx"
  2. Product Leadership- your products are the best "Apple", "Coke"  
  3. Customer Intamacy- involved with the customers "REI" 
Term
What does SCA stand for???
Definition

Sustainable Competitive Advantage

- Offers some competitive edge over current and future rivals 

Term
How can SCA effect price?
Definition
  • Higher prices when you have competitive advantage 
  • Without competitve advantage all you can compete on is price:
  1. opens up to price wars 
  2. lowest cost structure wins 
Term
What are the three options for dealing with competitor price increase/decrease? 
Definition
  1. Ignore
  2. Match- ex: "gas","airlines", competitor may have higher cost advantage and be more profitable 
  3. Beat- better have the lowest cost structure ex: wal-mart 
Term
Look up text EX 10-2 
Definition
Term
4 levels of product distribution 
Definition
  1. Manufacturer 
  2. Wholesale 
  3. Retail
  4. Directly to consumer 
Term
What is a "push" strategy? 
Definition
  • Getting the product to the distributors 
  • "Pushing" your product down the distribution channels
Term
What is a "Pull" strategy? 
Definition
  • Creating demand for the product by marketing straight to the consumer 
Term
What are the 4 stages of the product life cycle? 
Definition
[image]
Term
What is the Breakeven Analysis? 
Definition

The breakeven analysis is the point where exspenses meet revenues thus the "breakeven" analysis 

 

Formula = 

Breakeven Point = Fixed Costs/(Unit Selling Price - Variable Costs)
Term
What is the breakeven analysis used for? (4)
Definition
  • Studying relationships among prices, cost & volume
  • Analyzing pricing alternatives
  • Developing cost control programs (see if we can reduce fixed costs)
  • Analyzing decisions that effect production levels
Term
Know the break even chart 
Definition
[image]
Term
know the competitor pricing gird 
Definition

The grid is 2x2 and

                                Weaker                                         Neutral or stronger

Too costly                 ignore         accommodate (put up with, match or not)

 

Cost justification     attack           Defend (match or beat, ads, new models)

 

Term
What are the competitive froces in each stage of the PLC?
Definition
  • Introduction- few competitors, no threat of sub. can charge premium
  • Growth- number of competitors increase rapidly 
  • Maturity- power of buyer increases, power of supplier decreases (suppliers can't afford to loose their business) 
  • Decline- capacity exceeds supply 
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