Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 19

Setting the right price for a product is a crucial part of marketing strategy. Price helps to establish a product's position in the mind of the consumer and can differentiate a product from its competition. Several decisions in the marketing plan will be affected by the pricing strategy that is selected. To assist you in relating the information in this chapter to the development of your marketing plan, focus on the following:
Using Table 13.1 as a guide, discuss each of the seven pricing objectives. Which pricing objectives will you use for your product Consider the product life cycle, competition, and product positioning for your target market during your discussion.