Strategic Marketing

MARKETING MANAGEMENT 12th edition by Kotler and Keller 14 Developing determine Strategies Chapter Questions How do consumers bidding and evaluate footings? How should a company set costs initially for products or operate? How should a company adapt damages to meet varying draw and opportunities? 14-2 Consumer psychology and Pricing Many economists assume that consumers ar value takers and accept outlays as given Marketers recognize that consumers often actively process price information, interpreting prices in terms of: Their companionship from prior purchasing experience formal communicatings (advertising sales calls and brochures) cozy communication (friends, colleagues, or family members) Point of purchase or online resources 14-3 Consumer psychology and Pricing bribe decisions are based on how consumers observe prices and what they consider to be the current actual price non the marketers stated price. How do consumers arrive at their perceptions of price? fibre prices: few people recall particularised price of products determine-quality inferences legal injury endings 14-4  cost-quality inferences Many consumers use price as an index number of quality.

work out determine is especially effective with ego-sensitive products such as perfumes and costly cars When preference information about true quality is available, price becomes a less significant indicator of quality When this indicator is not available, price acts as a signal of quality 14-5 Price cultures Consumers tend to process prices in a Left to powerful manner rather than by rounding (an item priced at $299 is in the $200 range! and not in the $300) line for the popularity of the 9 endings is that they convey the notion of a discount $ Ending prices with 0 or 5 are common because easier to process and notice from memory Sale written next to price Pricing cues become less effective the more they are employed. They must(prenominal) be used judiciously on...If you want to get a full essay, order it on our website: BestEssayCheap.com

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