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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