Sign In

6.3 : Internal Considerations Affecting Price Decisions

The internal organizational factors impacting price decisions are as follows:

  1. Marketing Strategies- Strategies like Segmentation, targeting, and positioning are integral to pricing decisions as they help identify who the customers are, what they value, and how much they are willing to pay. It enables firms to set prices that attract their target customers while maximizing profitability.
  2. Company Objectives- Objectives like profit maximization, market penetration, and product-quality leadership influence price decisions. If the goal is to position the product as high-end or luxury, a higher price reflecting this premium perception is chosen.
  3. Marketing Mix Strategies- The marketing mix elements- product, place, promotion, and people - influence pricing. For example, a company can charge a premium price if a product is unique or highly differentiated. Similarly, the 'place' element can affect pricing - a product sold in upscale retail locations might warrant a higher price than one sold in discount stores.
  4. Organizational Considerations- Decisions about who sets the price can vary from top management to the finance department or the marketing team. The authority to make pricing decisions can influence how prices are set and adjusted over time.

These factors must align with the company's overall objectives and market position.

Tags
Internal FactorsMarketing StrategiesCompany ObjectivesMarketing MixOrganizational ConsiderationsPricing DecisionsPrice SettingTarget CustomersProfitabilityMarket Positioning

From Chapter 6:

article

Now Playing

6.3 : Internal Considerations Affecting Price Decisions

Capturing Customer Value: Price to Exchange

179 Views

article

6.1 : Price and Exchange

Capturing Customer Value: Price to Exchange

222 Views

article

6.2 : The 5 c's of Pricing

Capturing Customer Value: Price to Exchange

401 Views

article

6.4 : External Considerations Affecting Price Decisions

Capturing Customer Value: Price to Exchange

121 Views

article

6.5 : Pricing Methods

Capturing Customer Value: Price to Exchange

268 Views

article

6.6 : Pricing Strategies

Capturing Customer Value: Price to Exchange

111 Views

article

6.7 : Pricing Tactics I

Capturing Customer Value: Price to Exchange

62 Views

article

6.8 : Pricing Tactics II

Capturing Customer Value: Price to Exchange

49 Views

article

6.9 : New-Product Pricing Strategies

Capturing Customer Value: Price to Exchange

76 Views

article

6.10 : Product Mix Pricing Strategies I

Capturing Customer Value: Price to Exchange

100 Views

article

6.11 : Product Mix Pricing Strategies II

Capturing Customer Value: Price to Exchange

271 Views

article

6.12 : Price Adjustment Strategies I

Capturing Customer Value: Price to Exchange

350 Views

article

6.13 : Price Adjustment Strategies II

Capturing Customer Value: Price to Exchange

147 Views

article

6.14 : Price Changes

Capturing Customer Value: Price to Exchange

57 Views

article

6.15 : Public Policy and Pricing

Capturing Customer Value: Price to Exchange

278 Views

JoVE Logo

Privacy

Terms of Use

Policies

Research

Education

ABOUT JoVE

Copyright © 2025 MyJoVE Corporation. All rights reserved