Chapter 17: Pricing Decisions
Chapter Summary:
In this chapter we begin a two-part discussion of the pricing component of the Marketer's Toolkit. We start by defining price and see how it has different meaning for different parties to a transaction. We next look at why price is important to marketing and to the organization. Finally, considerable attention is given to the internal and external factors that influence pricing decisions.
Key Issues:
- What is Price?
- Importance of Pricing
- Factors Affecting Pricing Decisions
- Internal Factors
- External Market Factors
Links to Cited References:
(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)
- "How a $2 Bottle Transformed the Wine Industry," MSNBC, May 28, 2007 http://www.msnbc.msn.com/id/18868861/
- "Free Love." Trendwatching, March 2008. http://www.trendwatching.com/trends/freelove.htm
- Anderson, C., "Free! Why $0.00 Is the Future of Business," Wired, February 25, 2008. http://www.wired.com/techbiz/it/magazine/16-03/ff_free
- Martin, J. "Raising Prices, Keeping Customers," Fortune, September 13, 2007. http://money.cnn.com/2007/09/10/smbusiness/raise_prices.fsb/index.htm
- Regan, K., "Rumbles of Wireless Price War Getting Louder," E-Commerce Times, February 20, 2008. http://www.ecommercetimes.com/story/61750.html
- Apple website. http://www.apple.com/hotnews/openiphoneletter/
- Leegin Creative Leather Products vs. Psk Inc., U.S. Supreme Court, June 28, 2007. http://www.supremecourtus.gov/opinions/06pdf/06-480.pdf
- Pereira, J., "Price-Fixing Makes Comeback After Supreme Court Ruling," Wall Street Journal, August 18, 2008. http://online.wsj.com/article/SB121901920116148325.html
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