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What are the seven Ps (4, 3)
The latter three are for services.
Consumer segmentations (5)
Industrial/company segmentation
Promotion
What is push/pull
Four main forms of promotion
Push - make it available
pull - make them want it
Costing methods
cost methods and consumer based methods
customer based
price discrimination - e.g. student discount; 16-25 railcard
perceived quality - e.g. green and blacks vs carte dor
going rate - match competition e.g. petrol
price skimming - hardback books, dvds fresh off the shelf, iphone
penetration - loss leaders, the economist - initial low prices
product-line - a range of standards and prices
promotional prices - short term special offers
captive product pricing - e.g. razor blades
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