上海对外经贸大学工商管理学院市场营销学课件 Chapter11.pptVIP

Pricing Products: Pricing Strategies Chapter 11 Learning Goals Describe the major strategies for pricing imitative and new products Understand how companies find a set of prices that maximize the profits from the total product mix Learn how companies adjust their prices to take into account different types of customers and situations Explore the key issues related to imitating and responding to price changes Case StudyKmart Once the top discount retailer in the U.S. Wal-Mart positioned on price and Target as “upscale discount” Kmart tried a value repositioning approach which turned to a pr