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Chapter11 Mindmap

The document discusses pricing strategies and concepts essential for capturing customer value. It outlines major pricing strategies, including customer value-based, cost-based, and competition-based approaches, along with additional concepts like target costing and price elasticity. The document emphasizes the importance of understanding pricing in the context of the marketing mix and different pricing models such as EDLP and high-low pricing.

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truclan2005
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13 views1 page

Chapter11 Mindmap

The document discusses pricing strategies and concepts essential for capturing customer value. It outlines major pricing strategies, including customer value-based, cost-based, and competition-based approaches, along with additional concepts like target costing and price elasticity. The document emphasizes the importance of understanding pricing in the context of the marketing mix and different pricing models such as EDLP and high-low pricing.

Uploaded by

truclan2005
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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PRICING - CAPTURING CUSTOMER VALUE

-> 1. What is Price

-> 2. Major Strategies

- Customer Value-Based

-> Good-Value Pricing

-> Value-Added Pricing

- Cost-Based

-> Fixed / Variable / Total Cost

-> Cost-Plus Pricing

-> Break-Even / Target Return

-> Experience Curve

- Competition-Based

-> 3. Additional Concepts

- Target Costing

- Price Elasticity

- Marketing Mix (4Ps)

- EDLP (Everyday Low Pricing)

- High-Low Pricing

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