Содержание
- 2. Copyright © Houghton Mifflin Company. All rights reserved. Objectives To understand the nature and importance of
- 3. Copyright © Houghton Mifflin Company. All rights reserved. Objectives (cont’d) To describe key factors that may
- 4. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Outline The Nature of Price Price and
- 5. Copyright © Houghton Mifflin Company. All rights reserved. The Nature of Price Price The value exchanged
- 6. Copyright © Houghton Mifflin Company. All rights reserved. The Nature of Price (cont’d) The Importance of
- 7. Copyright © Houghton Mifflin Company. All rights reserved. Price and Nonprice Competition Price Competition Emphasizing price
- 8. Copyright © Houghton Mifflin Company. All rights reserved. Price and Nonprice Competition (cont’d) Nonprice Competition Emphasizing
- 9. Copyright © Houghton Mifflin Company. All rights reserved. Price and Nonprice Competition (cont’d) Nonprice Competition (cont’d)
- 10. Copyright © Houghton Mifflin Company. All rights reserved. Analysis of Demand The Demand Curve A graph
- 11. Copyright © Houghton Mifflin Company. All rights reserved. Demand Curve Illustrating the Price / Quantity Relationship
- 12. Copyright © Houghton Mifflin Company. All rights reserved. Demand Curve Illustrating the Relationship Between Price and
- 13. Copyright © Houghton Mifflin Company. All rights reserved. Analysis of Demand (cont’d) Demand Fluctuations Changes in
- 14. Copyright © Houghton Mifflin Company. All rights reserved. Analysis of Demand (cont’d) Assessing Price Elasticity of
- 15. Copyright © Houghton Mifflin Company. All rights reserved. Elasticity of Demand FIGURE 21.3
- 16. Copyright © Houghton Mifflin Company. All rights reserved. Demand, Cost, and Profit Relationships Marginal Analysis Examines
- 17. Copyright © Houghton Mifflin Company. All rights reserved. Types of Costs
- 18. Copyright © Houghton Mifflin Company. All rights reserved.
- 19. Copyright © Houghton Mifflin Company. All rights reserved. Typical Marginal Cost and Average Total Cost Relationship
- 20. Copyright © Houghton Mifflin Company. All rights reserved. Typical Marginal Revenue and Average Revenue Relationship FIGURE
- 21. Copyright © Houghton Mifflin Company. All rights reserved. Combining the Marginal Cost and Marginal Revenue Concepts
- 22. Copyright © Houghton Mifflin Company. All rights reserved. Breakeven Analysis Breakeven Point The point at which
- 23. Copyright © Houghton Mifflin Company. All rights reserved. FIGURE 21.7 Determining the Breakeven Point
- 24. Copyright © Houghton Mifflin Company. All rights reserved. FIGURE 21.8 Factors That Affect Pricing Decisions
- 25. Copyright © Houghton Mifflin Company. All rights reserved. Factors Affecting Pricing Decisions Organizational and Marketing Objectives
- 26. Copyright © Houghton Mifflin Company. All rights reserved. Factors Affecting Pricing Decisions (cont’d) Costs Set a
- 27. Copyright © Houghton Mifflin Company. All rights reserved. Factors Affecting Pricing Decisions (cont’d) Channel Member Expectations
- 28. Copyright © Houghton Mifflin Company. All rights reserved. Factors Affecting Pricing Decisions (cont’d) Customers’ Interpretation and
- 29. Copyright © Houghton Mifflin Company. All rights reserved. Factors Affecting Pricing Decisions (cont’d) Buyers’ responses to
- 30. Copyright © Houghton Mifflin Company. All rights reserved. Factors Affecting Pricing Decisions (cont’d) Competition Pricing to
- 31. Copyright © Houghton Mifflin Company. All rights reserved.
- 32. Copyright © Houghton Mifflin Company. All rights reserved. Price Discounting Trade (Functional) Discounts A reduction off
- 33. Copyright © Houghton Mifflin Company. All rights reserved. Price Discounting (cont’d) Noncumulative Discounts One-time reductions in
- 34. Copyright © Houghton Mifflin Company. All rights reserved. Pricing for Business Markets Geographic Pricing Reductions for
- 35. Copyright © Houghton Mifflin Company. All rights reserved. Pricing for Business Markets Geographic Pricing (cont’d)
- 36. Copyright © Houghton Mifflin Company. All rights reserved. Pricing for Business Markets (cont’d) Transfer Pricing The
- 37. Copyright © Houghton Mifflin Company. All rights reserved. Pricing for Business Markets (cont’d) Transfer Pricing (cont’d)
- 38. Copyright © Houghton Mifflin Company. All rights reserved. After reviewing this chapter you should: Understand the
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