Study Guide



Week 4 Study Guide: Pricing and Distribution

Readings and Key Terms

• Ch. 14 of Marketing Management

o Psychological pricing

o Pricing objectives

o Determinants of demand

o Pricing methods

o Promotional pricing

o Differentiating pricing

o Challenges to adaptive pricing

• Ch. 15 of Marketing Management

o Marketing channel

o Intermediaries

o Value network/chain

o Channel integration

o E-Commerce

• Ch. 16 of Marketing Management

o Retailing

o Non-store retailing

o Private label

o Wholesaling

o Logistics

• Ch. 21 of Marketing Management

o Indirect and direct export

o Licensing

o Joint ventures

o Direct investment

Content Overview

• Pricing strategies

o Determinents of price

• Buyer’s considerations

o Customer value and risk

o Pricing psychology

• Seller’s considerations

o Pricing objectives

o Market demand

o Cost

o Pricing methods

• Markup, target-return, perceived-value, value, going-rate, and auction pricing

• Adaptive pricing

o Pricing allowances

o Promotional pricing

o Differentiated pricing

o Reactive pricing

• Distribution

o Channel considerations

• Value network

• Channel members and their roles

o Manufacturers

o Wholesalers

o Retailers

o Logistics

o Other intermediaries

• Push and pull strategies

• Traditional, direct, hybrid, and multi-channel strategies

• Distribution strategies

• Integration strategies

o Vertical

o Horizontal

o Multichannel

o Hybrid

• E-Commerce

o Brick and click

o Pure click

o M-Commerce

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