chapter  4
Pricing, Pricing Concepts and Price Setting
Pages 19

By the end of this chapter you will be able to: ■ Analyse the role of pricing in infl uencing customers ■ Evaluate and apply a range of pricing approaches and strategies ■ Examine the factors that infl uence the pricing of goods and services,

in both domestic and international markets

INTRODUCTION Pricing will now be considered with a view to deepening the understanding of the impact that a variety of pricing strategies can have on the product position in the market. We will explore the ways in which pricing can be used to manage the product at various stages in its lifecycle in order to maximise the appeal of the product and profi tability.