Chapter 17 Pricing Concepts

11/15/01


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Table of Contents

Chapter 17 Pricing Concepts

The Importance of Price

The Importance of Price to Marketing Managers

The Importance of Price

Trends Influencing Price Setting

Profit-Oriented Pricing Objectives

Sales-Oriented Pricing Objectives

Status Quo Pricing Objectives

Demand and Supply

The Demand Curve

The Supply Curve

Equilibrium Price

Elasticity of Demand

Elasticity of Demand

Elasticity of Demand

Factors that Affect Elasticity

Yield Management Systems

The Cost Determinant of Price

The Cost Determinant of Price

Break-Even Pricing

Break-Even Pricing

Other Determinants of Price

Stages in the Product Life Cycle

The Impact of the Internet

 Author: Jim Harvey

Email: jharvey@som.gmu.edu

Home Page: http://mason.gmu.edu/~jharvey

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