Business
Essentials
9e
Ebert/Griffin
Pricing,
Pricing,
Distributing
Distributing
,
,
and
and
Promoting
Promoting
Products
Products
chapter
chapter
twelve
After reading this chapter, you should be
able to:
1.
Identify the various pricing objectives that
govern pricing decisions, and describe the
price-setting tools used in making these decisions.
2.
Discuss pricing strategies that can be used for
different competitive situations and identify the
pricing tactics that can be used for setting
prices.
3.
Explain the meaning of
distribution mix
and
identify the different channels of distribution.
4.
Describe the role of wholesalers and explain the
different types of retailing.
After reading this chapter, you should be
able to:
5. Describe the role of e-intermediaries and explain how online shopping agents and online retailers add value for advertisers and consumers on the Internet.
6. Describe the major activities in the physical distribution process.
7. Identify the important objectives of promotion,
discuss the considerations in selecting a promotional mix, and discuss advertising promotions.
8. Outline the tasks involved in personal selling,
describe the various types of sales promotions, and distinguish between publicity and public relations.
Pricing to Meet Business
Objectives
Pricing
└
process of determining what a company
will receive in exchange for its products
Pricing Objectives
└
the goals that sellers hope to achieve in
pricing products for sale
└
profit-maximizing, market share
