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Chapter 11

MARK-301 Chapter Notes - Chapter 11: Vizio, Marketing Mix


Department
Marketing
Course Code
MARK-301
Professor
Green
Chapter
11

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11 PRICING PRODUCTS AND SERVICES
Vizio, Inc.—Delivering Beautifully Simple Products at a Great Value
Recognizing the Nature and Importance of Price
What Is a Price?
Price as an Indicator of Value
Price in the Marketing Mix
General Pricing Approaches
Demand-Oriented Pricing Approaches
Marketing Matters: Energizer’s Lesson in Price Perception—Value
Lies in the Eye of the Beholder
Cost-Oriented Pricing Approaches
Pro+t-Oriented Pricing Approaches
Competition-Oriented Pricing Approaches
Using Marketing Dashboards: Are Red Bull Prices Above, At, or
Below the Market?
Estimating Demand and Revenue
Estimating Demand
Price Elasticity of Demand
Fundamentals of Estimating Revenue
Determining Cost, Volume, and Pro+t Relationships
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