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Marketing Management Module Chapter 14
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Developing Pricing Strategies and Programs
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Marketing Management Page 1 of 13Shaping Market Offerings
Topic: Developing Pricing Strategies and Programs
Welcome Notes:
WELCOME BSBA STUDENTS!!!
Get ready to be challenge…
Learn something new every day by adapting the
‘New Normal’
I. INTRODUCTION:
In this module we will provide concepts and tools to facilitate the setting of initial prices and adjusting
prices over time and markets.
II. OBJECTIVES:
At the end of this module, you should be able to:
1. Discuss how should a company set prices initially for products or services and adapt prices to meet
varying circumstances and opportunities;
2. Discuss when should a company initiate a price change; and
3. Discuss in how a company should respond to a competitor’s price change.
III. PRELIMINARY ACTIVITIES:
Before you proceed to the main lesson, test yourself in this activity.
Retrieved from: http://stephanliozu.com/category/comics/page/13/ November 23, 2020
, Marketing Management Page 2 of 13
Shaping Market Offerings
Analyze the photo above. Which do you think should be the best basis of setting price? Value, Cost or
Competition. Why?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
GREAT!!!
You may now proceed to the main lesson.
IV. LESSON PROPER
Based on the preliminary activities, what did you notice about it?
_______________________________________________________
CONGRATULATIONS!
You may now proceed to the lesson.
Let’s Begin!
Developing Pricing Strategies and Programs
Price - the amount of money customers have to pay in order to obtain a product or service.
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