Compare the current pricing strategies

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Reference no: EM132159061

CHAPTER OVERVIEW

A firms success at creating customer value with the other marketing mix activities must capture this value in the prices it earns.

Despite its importance, many firms do not handle pricing well.

In this chapter, we begin with the question, “What is a price?” Next, we look at three major pricing strategies – customer value-based, cost-based, and competition-based pricing – and at other factors that affect pricing decisions.

Finally, we examine pricing strategies for new-product pricing, product mix pricing, price adjustments, and dealing with price changes.

Individual Assignment

Product Bundle Pricing has become a very popular pricing strategy.

You will write a 2-3 page paper,

You will review and compare the current pricing strategies being used by your local cable provider and that offered by DirectTV (www.directtv.com).

Are they making the most of product bundle pricing?

What suggestions could you offer to improve their competitive positions against one another?

You must include key terms discussed in the chapter in your paper:

Reference no: EM132159061

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