Providing Value to Customers
Read these sections to get another perspective on marketing and the marketing mix. Complete the exercises at the end of the sections.
LEARNING OBJECTIVE
Identify pricing strategies that are appropriate for new and existing products.
The second of the four Ps in the marketing mix is price. Pricing a product involves a certain amount of trial and error because there are so many factors to consider. If you price too high, a lot of people simply won't buy your product. Or you might find yourself facing competition from some other supplier that thinks it can beat your price. On the other hand, if you price too low, you might not make enough profit to stay in business. So how do you decide on a price? Let's look at several pricing options that were available to those marketers at Wow Wee who were responsible for pricing Robosapien. We'll begin by discussing two strategies that are particularly applicable to products that are being newly introduced.