Strategic Pricing

This course examines the issues that impact strategic pricing well as pricing techniques related to costs and objectives, providing value to customers and beating competition.

Determining Pricing Strategies

• Relationship to the product portfolio

• Price: a measure of marketing acumen

• Pricing and the marketing strategy

Competitive Factors

• Competition influences most prices

• Promotional allowances

Market Factors

• The customer's point of view

• Pricing in relation to the marketing mix

• What is the market's perception of various packages 

Distribution and Channel Factors

• Using pricing as a tactic to support an objective

• Matrix pricing over the various channels

Economic/Financial Issues

• Contract pricing checklist

• Special assembly pricing

• Cost-oriented pricing methods

• Full-line pricing

• Demand-oriented pricing methods

• Price elasticity on demand

• Using break-even and demand analysis

• Marginal analysis

Using Pricing as a Strategy

• One price policy vs. variable-price

• Skimming vs. penetration strategies

• Item profit vs. total profit policies

• Leader pricing and bait pricing

• Traditional pricing

• Price lining policies and odd prices

• Forms of discount pricing

• Using flexibility

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