Pricing & Distributing Strategies W. Rofianto
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Pricing & Distributing Strategies
W. Rofianto
What is Marketing?
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
(American Marketing Association’s official definition of marketing,
Approved July 2013)
Marketing Defined Revisited
What Is a Price?
The amount of money charged for a
product or service, or the sum of the
values that customers exchange for
the benefits of having or using the
product or service
Major Pricing Strategies
Cost-Based Pricing
Competition-Based Pricing
no matter what price they charge—low or high— companies need to
offer great value for the money
▪ Under pure competition, the market consists of
many buyers and sellers trading in a uniform
commodity, sellers in these markets do not spend
much time on marketing strategy
▪ Under monopolistic competition, the market
consists of many buyers and sellers trading over a
range of prices rather than a single market price.
Sellers try to develop differentiated offers
▪ Under oligopolistic competition, the market
consists of only a few large sellers, price becomes
a major competitive tool
▪ In a pure monopoly, the market is dominated by
one seller, Pricing is handled differently in each
case.
Value-Based Pricing
Value-Based Pricing
New Product Pricing Strategies
Product Mix Pricing Strategies
Price Adjustment Strategies
Price Changes
Initiating Price Cuts – excess capacity, strong price competition,
weakened economy
Initiating Price Increases – inflation, cannot supply all that its customers
need
Responding to
Competitor
Price Changes
Public Policy Issues in Pricing
Marketing Channels
Delivering Customer Value
W. Rofianto
Value Delivery Network
Marketing Logistics and Supply Chain Management
Marketing channel
| Information | Promotion | Contact | Matching | Negotiation |
|Physical distribution | Financing | Risk taking |
Channel Levels
Channel conflict
Horizontal conflict occurs among
firms at the same level of the
channel.
Vertical conflict, conflict between
different levels of the same
channel, is even more common.
Vertical Marketing Systems
Horizontal Marketing Systems
Multichannel Distribution Systems
Retailing
https://www.youtube.com/watch?v=I7KaS45qD4k
Changing Channel Organization
Retailer Marketing Strategies
Retailing Trends and Developments
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