MKT 100 Lecture Notes - Lecture 11: Price Discrimination, Monopolistic Competition, Root Mean Square

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

The 5 c"s of pricing: company objectives, customers, costs, competition, channel members, company objectives: Pro t orientation: a company objective that can be implemented by focusing on target pro t pricing, maximizing pro ts, or targeting return pricing. Target pro t pricing: a pricing strategy implemented by rms when they have a particular pro t goal as their overriding concern, uses price to stimulate a certain level of sales at a certain pro t per unit. Maximizing pro ts strategy: a mathematical model that captures all the factors required to explain and predict sales and pro ts, which should be able to identify the price at which its pro ts are maximized. Sales orientation: a company objective based on the belief that increasing sales will help the rm more than will increasing pro ts. Competitor orientation: a company objective based on te premis that the rm should measure itself primarily against its competition.