Marketing: Creating Value for Customers.


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Chapter 13 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Summarize the major categories of pricing objectives.

  2. Identify the steps in the pricing process.

  3. Describe pricing strategies for new and existing products and for product lines.

  4. Outline the basic methods of discounting.

  5. Explain how marketers use psychological pricing.

  6. Define techniques for adjusting prices to reflect cost differences of serving buyers in different locations.

  7. Discuss how marketers adjust prices to serve international markets.

  8. Explain how marketers evaluate and control pricing strategy.





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