Marketing Reading: Pricing Strategy
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- Synopsis
- This Core Curriculum Reading introduces students to the fundamentals of getting price right. First, it introduces value pricing, which requires a detailed understanding of the true economic value (TEV) that a firm's product creates for a specific customer. Value pricing also requires a decision to divide that value between the firm (providing the firm its incentive to sell) and the customer (providing the customer with an incentive to buy). After covering the key elements of the value-pricing approach, the Reading explains the concepts of price customization, consumer sensitivity to price, and the impact of price on the organization's profitability. Students also learn how both quantitative research and managerial judgment are used to make optimal pricing decisions. This Reading is accompanied by a Teaching Note, test bank, and exhibit slides.
- Copyright:
- 2014
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 11/02/16
- Copyrighted By:
- Harvard Business School Publishing - Higher Ed
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.