Chapter VII Product Pricing

Kulachatr Chatrakul Na Ayudhaya

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Chapter Chapter VIIVII Product PricingProduct Pricing

By

Aj-Kulachatr Chatrakul Na Ayudhaya

Mareketing Department

Business Administration Faculty

Kulachatr Chatrakul Na Ayudhaya

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Chapter Chapter VIIVII Product PricingProduct Pricing

Price Policy Price Policy • Competitive Positioning• Brand Positioning• One Price Policy• Price Line• Leader Pricing• Psychological Pricing• Multiple Pricing

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Chapter Chapter VIIVII Product Pricing : Product Pricing : Competitive Positioning

Price Determination– Equal – Lower than Competitors ; Price war– Higher than Competitors

• Satisfy in products and services• Firm’s Image• Convenience • Time expansion• Monopoly• In trend or Fashion

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Chapter Chapter VIIVII Product Pricing : Product Pricing : House House BrandBrand

• House Brand or Private Brand– can set price lower than competitors

– can not compare the product value– Attractiveness– easy to buy – easy to recognition

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Chapter Chapter VIIVII Product Pricing :Product Pricing :One Price PolicyOne Price Policy

• Same price in all customer– Ensure that is fair price – Safe time to decision– can not negotiation– Build store image

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Chapter Chapter VIIVII Product Pricing :Product Pricing :Price LinePrice Line

Consistency of Products price and Product Quality• Procedure in price setting

•Past Sale•Competitors Pricing•Suppliers Quotation•Economics

Suitable for Shopping goods not Consumer goods

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Chapter Chapter VIIVII Product Pricing :Product Pricing :Leader PricingLeader Pricing

• Surprise Sale• Cost Leader• Everyday low price concept

• Loss Leader• Bait Pricing

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Chapter Chapter VIIVII Product Pricing Product Pricing ::Psychological PricingPsychological Pricing

:Multiple Pricing:Multiple Pricing

• Psychological PricingPsychological Pricing– Odd Number– Round Number (at the end of “9”)

• Multiple Pricing (Multiple Pricing (Cost-Plus technique)Cost-Plus technique)– Consideration in Multiple Price setting

• Desirability of goods• Competition• Price custom• Service Policy• Kinds of merchandise

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Chapter Chapter VIIIVIII Advertising Advertising

& & Public Relation Public Relation

in in Retailing BusinessRetailing Business

By

Aj-Kulachatr Chatrakul Na Ayudhaya

Mareketing Department

Business Administration Faculty

Kulachatr Chatrakul Na Ayudhaya

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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business

Advertising objectivesAdvertising objectives• Perceive in product quality• Product and brand Image• Product communication • Stimulate people to use• Switching customer mind• Awareness and recognition• Increase in Brand loyalty• easy to sale for trader and sale force

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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business

Kulachatr Chatrakul Na Ayudhaya

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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business

Media for Advertising in RetailingMedia for Advertising in Retailing

1. Newspaper : Approach to many people

2. Magazine : Approach to real target

3. Radio : Widely communication

4. Television : visual,voice,movement

5. Direct Mail or Postal

6. Outdoor Advertising

7. Print ad : Leaflet Brochure catalogs

8. Electronic-Ad:Web site,Email,E-Commerce

9. M-Commerce : Mobile phone Technology

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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business

Kulachatr Chatrakul Na Ayudhaya

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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business

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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business

Publicity or Public RelationPublicity or Public Relation

Inform some information of the firm to people in community or support social •Internal PR :

–Voice over store–Mobile , Print ad in store

•External PR :–General Information–Social and sponsorship Marketing