NURUL QAMAR

A31113018

Selling below cost with

the intention of punishing
a competitor or gaining
higher long-term profits by
putting competitors out of
business

setting a high price for a new product to

skim maximum revenues layer by layer
from the segments willing to pay the
highprice; the company makes fewer but
more profitable sales.

Setting a low price for a

new product to attract a
large number of buyers
and a
large market share

Setting the price steps between

The pricing of optional
various products in a product line
or accessory products
based on cost differences
along with a main
between the products, customer
product.
evaluations of different features,
and competitors prices.
Setting a price for products that

1. New-Product
Pricing Strategies

Sellers must set prices

without talking to
competitors

PRICING STRATEGY
Price fixing

Predatory pricing

Retail (or resale)

price maintenance
Deceptive pricing

is when a manufacturer
requires a dealer to
charge a specific retail
price for its products

occurs when a seller

states prices or price
savings that mislead
consumers or are not
actually available to
consumers

2. Product Mix
Pricing Strategies

5. Public Policy
and Marketing

Product bundle pricing:

3. PriceAdjustment Strategies

4. Price Changes

Initiating Price Cuts

Discount :

Initiating Price Increases

Buyer Reactions
to Price Changes

Setting a price for products

that must be used along with a
Optional product pricing: main product, such as blades
for a razor and games for a
Captive product pricing: videogame console

By-product pricing:

Pricing Across
Channel Levels
prevents unfair price
discrimination by ensuring that
the seller offer the same price
terms to customers at a given
level of trade

Market-Penetration
Pricing:.

Product Line Pricing:

Pricing within
Channel Levels

Robinson-Patman Act

must be used along with a main

product, such as blades
for a razor and games for a
videogame console

Market-Skimming
Pricing:

Initiating
Price
Changes

Competitor Reactions
to Price Changes
Responding to Price Changes

Allowance:
Promotional money paid by
manufacturers to retailers in
return for an agreement
to feature the manufacturers
products in some way

Discount and
Allowance Pricing:

Segmented pricing:

Psychological pricing
Promotional pricing

Uniform-delivered pricing

Basing-point pricing

Freight-absorption pricing

A straight reduction
in price on purchases during a stated
period of time or of larger quant

Selling a product or service at two or more

prices, where the difference in prices is not
based on differences in costs.

Pricing that considers the psychology of prices,

not simply the economics; the price says
something about the product
Temporarily pricing products below thelist
price, and sometimes even below cost, to
increase short-run sales.

Setting prices for customers located in different

parts of the countryor world.

FOB-origin pricing

Zone pricing

Combining several
products and
offeringthe bundle at
a reduced price.

Geographical Pricing

Dynamic pricing
International pricing

Adjusting prices continually to meet the characteristics

and needs of individual customers and situations.
To lower prices in developing countries, Unilever
developed smaller, more affordable packages that
put the company's premier brands