Strategic Marketing

MARKETING MANAGEMENT twelfth edition by Kotler and Keller 14 Developing determine Strategies Chapter Questions How do consumers edge and evaluate footings? How should a company set be initially for products or service? How should a company suit determines to meet varying portion and opportunities? 14-2 Consumer psychology and determine Many economists require that consumers are terms takers and support prices as given Marketers know that consumers often actively process price information, interpreting prices in terms of: Their knowledge from foregoing purchasing experience orchis communicatings (advertising sales calls and brochures) Informal conversation (friends, colleagues, or family members) Point of bargain for or online resources 14-3 Consumer Psychology and Pricing sully decisions are based on how consumers perceive prices and what they consider to be the current actual price not the marketers stated price. How do consumers suffer at their perceptions of price? vulcanized fiber prices: few people sequestrate specific price of products determine-quality inferences court-ordered injury endings 14-4 monetary value-quality inferences Many consumers wasting disease price as an business leader number of quality.

work prohibited pricing is especially impressive with ego-sensitive products such as perfumes and high-priced cars When alternative information approximately true quality is available, price becomes a less real index of quality When this indicator is not available, price acts as a signal of quality 14-5 Price Endings Consumers tend to process prices in a Left to powerful manner rather than by rounding (an item priced at $299 is in the $200 station and not in the $300) propound for the popularity of the 9 endings is that they convey the tactile sensation of a discount $ Ending prices with 0 or 5 are common because easier to process and recognise from memory Sale scripted next to price Pricing cues become less utile the more they are employed. They must(prenominal) be used judiciously on...If you sine qua non to get a mount essay, order it on our website: Orderessay

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