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Importance of Pricing Comparisons for New Products

This chapter explores the significance of price comparisons for new products, including price concerns of marketing managers, comparisons against private label and generic brands, consumer price sensitivity, market share pressures on price, and different pricing objectives.

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Importance of Pricing Comparisons for New Products

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  1. Marketing Charles W. Lamb, Jr. Joseph F. Hair, Jr. Carl McDaniel Chapter 20: Pricing Concepts Slides Created and Designed by Apple Mountain Software, Inc. http://www.apmtnsoft.com

  2. The Importance of Price Comparisons with New Products Price Concerns of Marketing Managers Comparisons Against Private Label and Generic Brands Consumer Price Sensitivity Market Share Pressures on Price

  3. Pricing Objectives Price- Oriented Sales- Oriented Status Quo

  4. The Demand Determinant of Price D Price ($) D Quantity

  5. Elasticity of Demand Elastic Demand Inelastic Demand D D Price ($) Price ($) D D Quantity Quantity

  6. 200 150 100 50 0 1 2 3 4 5 6 7 8 9 10 Cost Determinants of Price MC ATC Dollars AVC AFC Quantity

  7. Break-Even Analysis Total Revenue Profits Break Even Total Costs Price ($) Fixed Costs Losses Quantity (units)

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