8/10/2023 Principle of Marketing: Chapter 10- Pricing Understanding and Capturing Customer Value

This is for Educational. Informational, and Review Purposes.
You will learn the following:
1.) Answer the question “What is a price?” and discuss the importance of pricing in today’s
fast-changing environment.
What Is a Price?
2.) Identify the three major pricing strategies and discuss the importance of understanding
customer-value perceptions, company costs, and competitor strategies when setting
prices.
Major Pricing Strategies
3.) Identify and define the other important external and internal factors affecting a firm’s
pricing decisions.
Other Internal and External Considerations Affecting Price Decisions