教学配套课件：国际市场营销（第十三版）.pptVIP

Exercises Understand the value pricing concept and its role in obtaining a competitive advantage and offering target customers superior value. 5 Understand the legality of the price level and price flexibility policies. 6 Understand important new terms. 7 Learning Objectives Price — what’s it all about? the amount of money that is charged for “something” of value; one of the four major strategy decision variables. Key pricing policies Key pricing policies How flexible prices will be The level of prices over the pricing policies To whom and when discounts and allowances will be given