2011年国际市场营销学第十二课 价格(学生版本)1.pptVIP

Price is the only marketing mix element that generates revenues. All other elements entail costs Need to devote special care in pricing products as a manager’s fiduciary responsibility is to market products at a profit and increase shareholder wealth A company’s global pricing policy may make or break its overseas expansion efforts (due to foreign exchange complications) Firms also face significant challenges in coordinating (standardizing or adapting) their pricing strategies across various countries they operate in In general, price decisions are viewed in two ways: Pricing as an active inst