Marketing Management

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  1. Pricing Zone
    • Zone Agreement
    • Lower bound (firm cost)
    • Upperbound (customer budget)
    • Contract Price
    • Buyer's surplus
    • Seller's surplus
  2. Reference Pricing: Internal Reference Prices
    Consumers have a set price or price range in their mind.
  3. Reference Pricing: External Reference Prices
    The price consumers see at the store or hear about from ads or friends

    External Reference Prices form our Internal Reference Prices
  4. Reference Pricing
    Repeated external reference price will help increase internal reference prices.
Card Set
Marketing Management
Zoning and Referencing Price
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