11.4 Common Pricing Strategies

Learning Objectives

  • Explain why a company would use skim pricing
  • Explain why a company would use penetration pricing
  • Explain why a company would use cost-oriented pricing
  • Explain how price discounting is used and why it can be effective
  • Compare common pricing strategies

Thus far we have discussed many pricing considerations: the impact of pricing on value perceptions,  the effects of elasticity, and approaches to common pricing objectives. In this section we are going to introduce some very specific, yet standard pricing strategies that organizations use to bring these concepts together. They do not replace the information that we have discussed to this point, but they are important to understand.

Learning Activities

  • Reading: Skim Pricing
  • Reading: Penetration Pricing
  • Reading: Cost-Oriented Pricing
  • Reading: Discounting Strategies
  • Self Check: Common Pricing Strategies

 

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Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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