Target-return pricing and perceived-value pricing

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Reference no: EM132170780

Kotler, Philip, and Kevin Lane Keller. Marketing Management. Prentice Hall/Pearson, 2012. Chapter 14

Think about the pricing methods described in this chapter - Markup procing, target-return pricing, perceived-value pricing, value pricing, going-rate pricing, and auction type pricing. As a consumer, which do you prefer to deal with? Why? if the average price were to stay the same, which would you prefer a firm to do: 1 - set one price and not deviate or 2 - employ slightly higher prices most of the year but offer slightly discounted prices or specials for certain occasions?

Reference no: EM132170780

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