marketfactorsaffectingprice
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marketfactorsaffectingpriceTRANSCRIPT
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Market Factors Affecting Price
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ObjectivesDefine Price and PricingList the four market factors that affect priceIdentify and discuss each market factorDefine elastic demand and inelastic demandList the 5 factors that contribute to demand elasticityIdentify and discuss each factor
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Price & PricingPrice: the money a customer must pay for a product or service. Part of the Marketing Mix
Pricing: establishing and communicating the value of products and services to potential customers.
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Four Major Market Factors That Affect PriceCosts and ExpensesSupply and DemandConsumer PerceptionsCompetition
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1. Costs and ExpensesSales + Costs + Expenses = ProfitIncreasing costs and expenses lead companies to:Increase price of product or serviceReduce size of product or serviceDrop service that is not valuedAdd to their product or service
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1. Costs and ExpensesLower costs and expenses lead companies to:Decrease prices of products and servicesImproved technology and less expensive materials help companies produce better-quality products at lower prices.Example: the price of computers
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2. Supply and DemandWith most products:Demand increases with lower pricesDemand decreases with higher pricesThis does not apply to some productsDemand ElasticityThe degree to which demand for a product is affected by its priceProducts have either elastic or inelastic demand
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Elastic DemandWhen a change in price creates a change in demand.Example: Price of SteakLaw of Diminishing Marginal UtilityConsumers will only buy so much of a product even if the price is low.Example: Price of Laundry Detergent
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Inelastic DemandWhen a change in price has very little effect on demand for a productExample:MilkBread
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Demand ElasticityThe demand elasticity depends on five factors:Brand Loyalty Availability of SubstitutesPrice Relative to IncomeLuxury vs. NecessityUrgency of Purchase.
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Brand LoyaltyWhen a customer will not buy a substitute product over a brand name of their choice.In this case brand is inelastic.
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Availability of SubstitutesWhen there are a variety of substitutes that will do the same job, the demand becomes elastic.Example: Laundry Detergent
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Price Relative to IncomeIf a price increases dramatically and it is beyond a customers budget, they are less likely to buy it.In this situation the demand will be elastic.Example:A diamond ring
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Luxury vs. NecessityWhen a consumer feels that a product is a necessity, the demand becomes inelastic.Example:medicineWhen a consumer feels that a product is a luxury, the demand becomes elastic.Example:automobile
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Urgency of PurchaseIf a purchase must be made immediately then the demand will be inelastic.Example:Running out of gas
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3. Consumer PerceptionsPrice planning involves what the consumers perceiveSome consumers associate quality with priceHigh price equals high qualityHigh price equals status, prestige, and exclusiveness
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3. Consumer PerceptionsBusinesses limit a supply on the market to make the consumer think that it is worth more.Example:Limited EditionPersonalized service can also add to a customers perception.
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4. Competition2 Forms:Non-Price CompetitionPrice CompetitionNon-price competition minimizes price as a reason for purchase. The more unusual a product, the greater the freedom to set prices above those of competitors. Price competition allows a company to gain target market appeal by lowering prices.
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4. CompetitionCompanies are constantly watching each other. If one lowers their price, their competitors will lower their price too.The benefit is lower prices for consumers.Price Wars:When a company lowers their price to the point that they lose profits. Can cause financial trouble.
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SummaryDefined Price and PricingListed the four market factors that affect priceIdentified and discussed each market factorDefined elastic demand and inelastic demandListed the 5 factors that contribute to demand elasticityIdentified and discussed each factor