1 of 98
Term
VC/unit
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having intermediaries (trader joes,
-Low price - product costs; no profit
travelocity)
, elling price/unit x (1-Profit
(FE + Profit Target)/Unit Contribution
margin %)
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2 of 98
Definition
price= something of value given up to obtain something of equivalent
or greater value
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Estimating Demand: Price marketers view of pricing
consumers view of pricing the communication process
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3 of 98
Definition
stress is on recovery of costs
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, cost oriented approaches to demand oriented approaches to
price level price level
profit oriented approaches to price
cost-oriented pricing
level
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4 of 98
Definition
Objectives:
-Encourage new product trial
-Increase business inventory
-Increase repeat purchases by customers
Development of Sales Promotion Program:
Considerations:
-Size of incentive ($25 vs $100)
-Conditions for participation (18+)
-Distribution of program (internet? On package?)
-Length of promotion
-Budget
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Coupon Budgeting Sales Promotions
, Influencer Marketing Pricing Objectives
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5 of 98
Term
Push Strategy
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Manufacturer->Wholesaler->Retailer->Consumer
-When marketer utilized personal selling and trade promotions targeted to
the intermediaries for them to go feature their product on the shelves
-Benefits retailers directly, gets good shelf space and advertising support
-Standard Mark-Up Pricing: adding a fixed % to the cost of all items in a specific
product class. Selling price = profit margin and cost
-Generally higher on seasonal items, specialty items, slower moving items, etc.
\-Doesn't take into account current demand and competition
-Selling Price = Purchase price from intermediary / (1 - % Profit Margin)
Mass selling, wide range of fees, effective at changing behavior in short run, very
flexible, easily abused, can lead to promotion wars, easily duplicated
-Short term inducement of value used to get a quick burst of sales (coupons,
sweepstakes, contests)
Term
VC/unit
Give this one a try later!
having intermediaries (trader joes,
-Low price - product costs; no profit
travelocity)
, elling price/unit x (1-Profit
(FE + Profit Target)/Unit Contribution
margin %)
Don't know?
2 of 98
Definition
price= something of value given up to obtain something of equivalent
or greater value
Give this one a try later!
Estimating Demand: Price marketers view of pricing
consumers view of pricing the communication process
Don't know?
3 of 98
Definition
stress is on recovery of costs
Give this one a try later!
, cost oriented approaches to demand oriented approaches to
price level price level
profit oriented approaches to price
cost-oriented pricing
level
Don't know?
4 of 98
Definition
Objectives:
-Encourage new product trial
-Increase business inventory
-Increase repeat purchases by customers
Development of Sales Promotion Program:
Considerations:
-Size of incentive ($25 vs $100)
-Conditions for participation (18+)
-Distribution of program (internet? On package?)
-Length of promotion
-Budget
Give this one a try later!
Coupon Budgeting Sales Promotions
, Influencer Marketing Pricing Objectives
Don't know?
5 of 98
Term
Push Strategy
Give this one a try later!
Manufacturer->Wholesaler->Retailer->Consumer
-When marketer utilized personal selling and trade promotions targeted to
the intermediaries for them to go feature their product on the shelves
-Benefits retailers directly, gets good shelf space and advertising support
-Standard Mark-Up Pricing: adding a fixed % to the cost of all items in a specific
product class. Selling price = profit margin and cost
-Generally higher on seasonal items, specialty items, slower moving items, etc.
\-Doesn't take into account current demand and competition
-Selling Price = Purchase price from intermediary / (1 - % Profit Margin)
Mass selling, wide range of fees, effective at changing behavior in short run, very
flexible, easily abused, can lead to promotion wars, easily duplicated
-Short term inducement of value used to get a quick burst of sales (coupons,
sweepstakes, contests)
