Analyze the Consumer
269
Price Defined: Three Different Perspectives
Establish the Channel Objectives
227
270
The Customer's View of Price
Specify Distribution Tasks
227
270
Price from a Societal Perspective
Evaluate and Select from Channel Alternatives
:!7~
228
Rational Man Pricing: An Economic Perspective
Evaluating Channel Member PerfOlmance
272
229
Irrational Man Pricing: Freedom Rules
The Human Aspect of Distribution
230
2 7 3
The Marketer's View of Price
230
Role
2 73
Pricing Objectives
Communication
230
273
Developing a Pricing Strategy
Conflict
231
274
Nonprice Competition
Power
274
232
Competitive Pricing
Summary
276
234
New Product Pricing
235
Marketer's Vocabulary
2 7 6
Price Lines
237
Discussion Questions
277
Price Flexibility
Project
2 7 7
237
Discounts and Allowances
Case Application: Connecting Channel Members
237
277
Price Bundling
240
References
278
Psychological Aspects of Pricing
240
PHOTO CREDITS
279
Alternative Approaches to Determining Price
242
Cost-Oriented Pricing: Cost-Plus and Mark-Ups
242
INDEX
281
Break-Even Analysis
243
Target Rates of Return
244
Demand-Oriented Pricing
244
Value-Based Pricing
244
The Future of Pricing
246
Summary
248
Marketer's Vocabulary
248
Discussion Questions
248
Project
249
Case Application: United Techtronics
249
References
250