Marketing Management

Pricing Strategy and Setting Price

One of the most difficult of all marketing decisions is the one for setting the right price for products and services. Here we offer several resources to help with pricing decisions.

Principles of Marketing Tutorials
This Topic Area is also Mentioned in the Following KnowThis.com Tutorials: Setting Price Pricing Decisions Sales Promotion Click Here to See List of All Principles of Marketing Tutorials

Marketing Stories for Topic Area

Grocery Items: Same Price, Smaller Size (hidden price increase) NPR [audio]
Auctions on eBay: A Dying Breed (a change pricing model) BusinessWeek
Start Raising Prices Now (reasons to increase price) HBS Conversation Starter
What Customers Are Really Paying For Your Products (assessing what price means) IndustryWeek
Low Prices Are Not Always Your Friend (disadvantages of lowering price) BusinessWeek
Stations Hope You Fill Up With More Than Gas (loss leader pricing strategy) MSNBC

Click Here to See All 55 Stories for Topic Area

The Weblinks Collection

Breakeven Calculator Tool #1 *Java program that allows for entry of various cost and selling price information in order to determine breakeven points. (Note: may not work with Firefox browser without plugin).
Breakeven Calculator Tool #2 *Another breakeven tool though only allows for basic cost entry but does show results graphically. (Note: may not work with Firefox browser without plugin.)
The Professional Pricing Society and The Pricing Advisor *Provides information on establishing pricing policies and offers tips on setting price.

Pricing Decisions Tutorial
Find extensive coverage of pricing in the Pricing Decisions section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial

Setting Price Tutorial
Find a multi-step approach to setting the right price in the Setting Price section of our highly detailed Principles of Marketing tutorial. Click Here for Tutorial