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    Shaping the Market Offering (Price: Cost vs. Consumer)

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    Shaping the Market Offering

    You are an executive for a large multinational corporation and are meeting with other managers to discuss the following topic: Is the right price a fair price?

    Prices are often set to satisfy demand or to reflect the premium that consumers are willing to pay for a product or service. Some critics shudder, however, at the thought of $2 bottles of water, $150 running shoes, and $500 concert tickets.

    Take a position:

    Prices should reflect the value that consumers are willing to pay.

    vs.

    Prices should primarily just reflect the cost involved in making a product or service.

    © BrainMass Inc. brainmass.com October 9, 2019, 4:37 pm ad1c9bdddf
    https://brainmass.com/business/marketing/37070

    Solution Preview

    Prices do not just reflect the cost involved in making a product or service

    There are five general pricing strategies:

    Product Line: Setting price steps between product line items
    Optional Product: Pricing optional or accessory products
    Captive Product: Pricing products that must be used with the main product
    By-Product: Pricing low value by product to get rid of them
    Product Bundle: Pricing bundles of products sold together

    New Product Pricing

    There are two new product pricing strategies:

    Market-Skimming: Initially set high prices to "skim" revenue layer by layer from the market. Works when:
    - Quality and image support the higher price
    - Enough buyers want the product at that price
    - Cost of producing a small volume cannot be high
    - Competitors should not be able to enter the market easily

    Market Penetration: Set a low initial price in order to penetrate the market quickly and deeply to win a large market share. Works when:
    - Market is highly price sensitive
    - Production and distribution costs fall as sales volume increases
    - Low price must help keep out the competition

    Price Adjustment

    The following are price adjustments based on changing situations:

    Discount & Allowance: reduced prices to reward customer responses such as paying early or promoting the product
    Discriminatory: adjusting prices to allow for differences in customers, products, and locations
    Psychological: adjusting prices for psychological effects. Ex: $299 vs. $300
    Value: adjusting prices to offer the right combination of quality and service at a fair price
    Promotional: temporarily reducing prices to increase short-run sales
    Geographical: adjusting prices to account for geographic location of customer.
    International: adjusting prices in international markets

    An organization can adopt a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.

    Penetration pricing: Where the organization sets a low price to increase sales and market share.

    Skimming pricing: The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer.

    Competition pricing: Setting a price in comparison with competitors.

    Product Line Pricing: Pricing different products within the same product range at different price points. An example would be a video manufacturer offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the ...

    Solution Summary

    In a 1,764 word response, the solution provides detailed answers and discussion about the subject of price versus value or price versus cost.

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