Core Concepts of Marketing by John Burnett - HTML preview

Introduction

227

Analyze the Consumer

269

Price Defined: Three Different Perspectives

Establish the Channel Objectives

227

270

The Customer's View of Price

Specify Distribution Tasks

227

270

Price from a Societal Perspective

Evaluate and Select from Channel Alternatives

:!7~

228

Rational Man Pricing: An Economic Perspective

Evaluating Channel Member PerfOlmance

272

229

Irrational Man Pricing: Freedom Rules

The Human Aspect of Distribution

230

2 7 3

The Marketer's View of Price

230

Role

2 73

Pricing Objectives

Communication

230

273

Developing a Pricing Strategy

Conflict

231

274

Nonprice Competition

Power

274

232

Competitive Pricing

Summary

276

234

New Product Pricing

235

Marketer's Vocabulary

2 7 6

Price Lines

237

Discussion Questions

277

Price Flexibility

Project

2 7 7

237

Discounts and Allowances

Case Application: Connecting Channel Members

237

277

Price Bundling

240

References

278

Psychological Aspects of Pricing

240

PHOTO CREDITS

279

Alternative Approaches to Determining Price

242

Cost-Oriented Pricing: Cost-Plus and Mark-Ups

242

INDEX

281

Break-Even Analysis

243

Target Rates of Return

244

Demand-Oriented Pricing

244

Value-Based Pricing

244

The Future of Pricing

246

Summary

248

Marketer's Vocabulary

248

Discussion Questions

248

Project

249

Case Application: United Techtronics

249

References

250