Description
Pricing Strategies
This is going to be a fun, but challenging assignment. So start WAY early!! Read Chapter 16. Select a company and interview the owner/manager regarding their pricing strategies and methods. Report on your findings. Ideally, this will be your current company, but you may need to be resourceful and find a business owner or manager from another company who is willing to visit with you. Your goal is to discover the following:
- What is the company’s pricing objective? For this question, it would helpful to show the interviewee a list of the pricing objectives on page 489 with very brief descriptions.(I suggest that you either highlight the first 1-3 sentences under each objective and then show the interviewee the highlighted descriptions in your text OR simply retype them on another sheet of paper for use in the interview).
- Do they have some target segments that are less price sensitive than others?
- How much consideration does the company give to competitors’ prices when setting their own?
- What method of pricing do they use to arrive at the final price for the customer? For this question, you should be very familiar with the methods found under “Step 5” on pages 475-480 before the interview, but do not ask the interviewee to select from among them. Instead, simply listen to the description of their pricing method(s) and process. Then, after the interview, try to determine which of the textbook’s methods the company uses. You do not need to request or report exact markups or profit margins! You should make this clear when requesting the interview! We are looking for methods of pricing, not exact figures.
Important note: This is your chance to do some “primary research.” I understand that it may be difficult to find a willing interviewee, but I expect you to try earnestly. If you fail to find a willing owner/manager after at least 7 attempts at different companies, then please email me and I will assist you. Don’t overlook companies owned by friends, people at your church, and those in your old hometown. In your post, you do not need to reveal the name of the company you interviewed or its location. You should, however, reveal the industry, the nature of the business (deli, grocery store, gift shop, nursery, barber, etc), and a rough idea of the size (single mom and pop or multi-location). If the business owner/manager is hesitant about what you may write, offer to submit your post to them for review before posting it.
Post an initial minimum 200-word response by Wednesday at 11-59pm (PST) and at least two responses to other students’ postings by friday at 11-59pm (PST)
to access the book you can log on to my virtual source
hellen,jaju@yahoo.com
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the book is Marketing Management, the 15th Edition
By: Kotler, Philip / Keller, Kevin
