国际市场营销(第七章讲稿).pptVIP

Chapter Objectives How should a price be set on a product or service for the first time? How should the price be adapted to meet varying circumstances and opportunities? When should the company initiate a price change, and how should it respond to a competitor’s price change? Price - Quality Strategies Factors to Consider When Setting Price Marketing objectives Marketing mix strategies Costs Organizational considerations Market positioning influences pricing strategy Other pricing objectives: Survival Current profit maximization Market share leadership Product quality leadership Factors to