Pricing Management forms part of a series of books specially written for South African undergraduate marketing students. The other books in the series deal with marketing research, product management, distribution management, and integrated marketing communications. The objective of the series is to place specific marketing topics in perspective.
Pricing decisions impact on other elements of the marketing mix in numerous ways. The price of a product can, for example, influence customers' perception of the product, determine the type of marketing institutions used in distributing the product, and affect how the product in promoted. Pricing Management concentrates on the essentials of pricing decisions in marketing management and does so in a comprehensive, practical and accessible manner.
The editor and authors of Pricing Management are all South African marketing academics with years of teaching experience in this field, at various tertiary institutions.
1. THE IMPORTANCE OF PRICE
- Introduction
- The nature and role of price in the organisation
- Value and price
- The role of price in the marketing mix
- Conclusion
- Review questions
2. STEPS IN THE SETTING OF PRICE
- Introduction Identifying pricing constraints
- Pricing objectives
- Estimating demand and revenue
- Estimating revenue relationships
- The relationship between cost, volume and profit
- Conclusion
- Review questions
- Mini case study
- Glossary
- References
3. DETERMINING THE FINAL PRICE
- Introduction
- Selecting an approximate price level
- Setting the list or quoted price
- Adjustments to the list (or quoted) price
- Managing price changes International pricing
- Pricing on the Internet
- Conclusion
- Review questions
- Mini case study
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