6 Step Procedure to Set Pricing Policy

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What is the six-step procedure most firms use to set their pricing policy? A firm has to consider many factors when considering price and price setting. According to Kotler & Keller, 2006, “Marketing Management” page 437-451, a six step process is followed when addressing this key area: 1. Selecting the Pricing Objectives: The pricing objective can focus in upon five major factors: survival, maximum current profit, maximum market share, maximum market skimming, or product-quality leadership.. 2. Determining Demand: Each price will lead to a different level of demand and therefore have a different impact on a company's marketing objectives. Customers are more price-sensitive if the products are bought frequently and are generic in nature. For example, a perfume company raised its price and sold more perfume rather than less! Some consumers take the higher price to signify a better product. However, if the price is too high, the level of demand may fall. 3. Estimating Costs Demand sets a ceiling on the price the company can charge for its product whereas costs set the floor. The company wants to charge a price that covers its cost of producing, distributing, and selling the product, including a fair return for its effort and risk. 4. Analyzing Competitors’ Costs, Prices, and Offers: Within the range of possible prices determined by market demand and company costs, the firm must take competitors' costs, prices, and possible price reactions into account. Observing competitors will enable a firm to accurately evaluate their own prices. Moreover, any price offering can trigger responses ranging from interpretation, pricing adjustments or even vigorous counter-attacks via a law-suit. However, opponents tend to use the most common and business traditional ways to respond via price matching, boost advertisement, or improve product quality. 5. Selecting a
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