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Kotler Pom16e Inppt 10
Kotler Pom16e Inppt 10
Global Edition
Kotler and Armstrong
Chapter 10:
Pricing
Understanding and Capturing
Customer Value
Learning Objectives
Learning Objectives
Learning Objective 1
What Is a Price?
Learning Objective 1
What Is a Price?
Learning Objective 2
Everyday low
pricing (EDLP)
involves charging
a constant
everyday low
price with few or
no temporary
price discounts.
Copyright © 2016 Pearson Education, Inc. 10-13
Major Pricing Strategies
Customer Value-Based Pricing
FIGURE | 10.3 Cost per Unit at Different Levels of Production per Period
Break-even pricing
(target return
pricing) is setting
price to break
even on costs or
to make a target
return.
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Major Pricing Strategies
Competition-based pricing
Competition-
based pricing is
setting prices
based on
competitors’
strategies, costs,
prices, and
market offerings.
Learning Objective 3
Organizational Considerations
Pure competition
Monopolistic competition
Oligopolistic competition
Pure monopoly
Economic conditions
Government
Social concerns