MKT 300 Lecture Notes - Lecture 9: Price Skimming, Psychological Pricing, Geographical Pricing

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9 May 2017
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First stop: trader joe"s: a special twist on the price value equation cheap. Gourmet: combination of a gourmet and discount food store, experiential shopping for customers, lean operations and a focus on saving money. Has relatively frugal prices than its competitors. Locates its stores in low-rent, out-of-the-way locations. Value-based pricing vs. cost-based pricing: cost-based pricing. Convince buyers of product"s value: value-based pricing. Set target price to match customer perceived value. Design product to deliver desired value at target price. Cost-based pricing: based on the costs of producing, distributing, and selling the product plus a fair rate of return for effort and risk, types of costs: Types of cost-based pricing: cost-plus pricing (markup pricing) Adding a standard markup to the cost of the product: break-even pricing (target return pricing) Setting price to break even on the costs of making and marketing a product, or setting price to make a target return.

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