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This book shows how pricing should be guided by the marketing concept, focusing on the needs and sensitivities of the customer. The book helps overcome the the mathematical anxieties of students with an intuitive approach to understanding basic pricing concepts, and presents mathematical techniques as simply more detailed specifications of these concepts.
Table of Contents
Introduction: Pricing as an Element of the Marketing Mix
Setting of Initial Prices
The Starting Point in Setting an Initial Price
Assessing Value to the Customer
Basic Pricing Strategies and the Use of Breakeven Analysis
Modification of Existing Prices
Development and Use of the Generalized Breakeven Formula
Predicting Price-Change Response: Economic and Competitive Factors