kotler14_basic_marketingmanagement課件-文庫吧在線文庫
【正文】 ? “Sale” written next to price 149 When to Use Price Cues ? Customers purchase item infrequently ? Customers are new ? Product designs vary over time ? Prices vary seasonally ? Quality or sizes vary across stores 1410 Steps in Setting Price ? Select the price objective ? Determine demand ? Estimate costs ? Analyze petitor price mix ? Select pricing method ? Select final price 1411 Step 1: Selecting the Pricing Objective ? Survival ? Maximum current profit ? Maximum market share ? Maximum market skimming ? Productquality leadership 1412 Step 2: Determining Demand ? Price sensitivity ? Estimating demand curves ? Price elasticity of demand 1413 Step 3: Estimating Costs ? Types of Costs ? Accumulated Production ? ActivityBased Cost Accounting ? Target Costing 1414 Cost Terms and
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