MGMA01H3 Chapter 11: Chapter 11 Notes
Document Summary
Value-based pricing good-value pricing offering just the right combination of quality and good service at a fair price value-added pricing attaching value-added features and services to differentiate a company"s offers and charging higher prices. Geographical pricing geographical pricing setting prices for customers located in different prices of the country or world. Dynamic pricing: many direct marketers monitor inventories, costs, and demand at any given moment and adjust prices instantly, marketers need to be careful not to use it to take advantage of certain buyer groups, damaging important customer relationships. Reviewing objectives and key terms: answer the question what is a price? and discuss the importance of pricing in today"s fast-changing environment. Price can be defined narrowly as the amount of money charged for a product or service. Or it can be defined more broadly as the sum of the values that consumers exchange for the benefits of having and using the product or service.
