Chapter 11: Pricing Strategies

Learning Objectives

  • Understand why pricing strategies matter
  • Discuss how price affects the value of the organization’s products or services
  • Explain the primary factors to consider in pricing
  • Compare common pricing strategies
  • Explain price elasticity and how it can be used to set price
  • Explain the use of competitive bidding for B2B pricing

 

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A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.