At what price should I sell my product? What perception of value does my price communicate to my potential customer? These are questions that must be carefully considered in any marketing strategy. This lesson introduces concepts about pricing and analyzes commonly used pricing strategies in market situations. The lesson begins with a shopping activity that places students in the role of the customer and facilitates analysis of consumer behavior as a response to pricing strategies. Students also learn to critically examine their own “shopping” behavior.
Marketing, I. Foundations of Marketing
Marketing, IV. The Marketing Mix
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