ADM 2320 Lecture 11: Chapter 11-marketing

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Chapter 11: pricing concepts and strategies: establishing values. The five cs of pricing: company objectives, profit orientation: can be implemented by focusing on: Target profit pricing: implemented by firms when they have a particular profit goal as their overriding concern; uses price to stimulate a certain level of sales at a certain profit per unit. Maximizing profits strategy: mathematical model that captures all the factors required to explain and predict sales and profits, which should be able to identify the price at which its profits are maximized. Elastic: the market for a product or service is price sensitive. Inelastic: the market for a product or service is price insensitive: factors influencing price elasticity of demand: Income effect: the change in the quantity of a product demanded by consumers because of a change in their income. Su(cid:271)stitutio(cid:374) effe(cid:272)t: (cid:272)o(cid:374)su(cid:373)ers" a(cid:271)ility to su(cid:271)stitute other produ(cid:272)ts for the focal brand, thus increasing the price elasticity of demand for the focal brand.

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