Abstract
This chapter discusses pricing from the perspectives of demand, cost, and perception. The classical economics concepts of demand revenue curves and price demand elasticity are explored. Break-even pricing and its elements are introduced. Many of the marketer-created perceptional pricing approaches and concepts such as value pricing, price lining, price skimming, and price penetration strategies are discussed from the consumer behavioral point of view with related visuals that have been developed in the theory.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
References
Corstjens, J., & Corstjens, M. (1995). Store wars: The battle for mindspace and shelfspace, (p.144). Chichester: John Wiley & Sons.
Farris, P., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. (2006). Marketing metrics: 50+ metrics every executive should master. New Jersey: Wharton School Publishing.
Froeb, M. L., McCann, B. T., Shor, M., & Ward, M. R. (2016). Managerial economics: A problem solving approach (4th ed.). Boston, MA: Cengage Learning.
Reinberg, S. (2008, January 14). Study spotlights marketing’s impact on the brain: Maybe that bottle of wine isn’t worth as much as you thought. HealthDay News, http://consumer.healthday.com/cognitive-and-neurological-health-information-26/brain-health-news-80/study-spotlights-marketing-s-impact-on-the-brain-611659.html, visited on July 29th, 2016.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Kucuk, S.U. (2017). Price. In: Visualizing Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48027-5_4
Download citation
DOI: https://doi.org/10.1007/978-3-319-48027-5_4
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-48026-8
Online ISBN: 978-3-319-48027-5
eBook Packages: Business and ManagementBusiness and Management (R0)