Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 13

Describe the procedure for setting the right price. The process of setting the right price on a product involves four major steps: (1) establishing pricing goals; (2) estimating demand, costs, and profits; (3) choosing a price policy to help determine a base price; and (4) fine-tuning the base price with pricing tactics.
A price strategy establishes a long-term pricing framework for a good or service. The three main types of price policies are price skimming, penetration pricing, and status quo pricing. A price-skimming policy charges a high introductory price, often followed by a gradual reduction. Penetration pricing offers a low introductory price to capture a large market share and attain economies of scale. Finally, status quo pricing strives to match competitors' price.
7.1 A manufacturer of office furniture decides to produce antique-style rolltop desks reconfigured to accommodate personal computers. The desks will have built-in surge protectors, a platform for raising or lowering the monitor, and a number of other features. The high-quality, solid-oak desks will be priced far below comparable products. The marketing manager says, "We'll charge a low price and plan on a high volume to reduce our risks." Comment.
7.2 Janet Oliver, owner of a mid-priced dress shop, notes, "My pricing objectives are simple: I just charge what my competitors charge. I'm happy because I'm making money." React to Janet's statement.
7.3 What is the difference between a price policy and a price tactic? Give an example.