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    Is the right price a fair price?

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    You are an executive for a large multinational corporation and are meeting with other managers (your classmates) 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.

    Explain your position

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    https://brainmass.com/business/marketing/is-the-right-price-a-fair-price-40272

    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 organisation 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 organisation sets a low price to increase sales and market share.
    Skimming pricing: The organisation 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 consumer ...

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