ADMS 2200 Lecture Notes - Lecture 9: Coffee Bean, Cost Leadership, Marketing Mix

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ADMS 2200 Full Course Notes
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The amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service. What price you want to set on this product. Marketing mix strategy costs: consider all 4ps; eg. lots of funds in promotion and r&d. > high cost -> must set a high price (price should be above costs) Organizational consideration: small business-marketing manager decide; large business- Some you can set a price; some you cannot. Eg. gas, electricity, coffee bean market, wheat market -> cannot set a price there is a market ongoing price; competitors have same product. Small amount of powerful competitors, eg. coca cola and pepsi. Many competitors, different product features and qualities, eg. tv industry -> only these types of businesses you can set a price. Consumer perception of price and value: there is a limit in consumers" mind.

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