Pricing It Right: Strategies, Applications, and Pitfalls

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBP

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. Pricing is one of the linchpins of marketing strategy and success. Early markets are reached by "prestige pricing" and "price skimming" to make the product appear valuable to the target segment. This chapter emphasizes that these strategies develop perceived customer value in the product, and only then should "cost-plus" pricing be introduced to make the product available to all financial sectors. By then, a firm should have gained market leadership with profits redirected toward developing another prestige-priced, hot, new sell, perpetuating top-line growth throughout the market. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2572BC, 2580BC, 2599BC, 2602BC, 2610BC, 2637BC, 2645BC, and 2653BC.

出版日
2005/11
領域
マーケティング
ボリューム
23ページ
コンテンツID
CCJB-HBS-2629BC
オリジナルID
2629BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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