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Assume you are the marketing manager for a local cable company. You have some direct competitors including AT&T U-verse and DirecTV. Using the six steps outlined in your textbook for setting a pricing policy, prepare a report for your Vice President on your suggested pricing strategy for your service.
TABLE 14.2 Steps in Setting a Pricing Policy
1. Selecting the Pricing Objective

  1. Determining Demand
  2. 3. Estimating Costs

4. Analyzing Competitors’ Costs, Prices, and Offers

  1. Selecting a Pricing Method
  2. 6. Selecting the Final Price

The following conditions favor adopting a market-penetration pricing strategy: (1) The market is highly price sensitive and a low price stimulates market growth; (2) production and distribution costs fall with accumulated production experience; and (3) a low price discourages actual and potential competition. (Kotler 389-390) Kotler, Philip, Kevin Keller. Marketing Management, 14/e XML Vitalsource eBook for Education Management Corporation, 14th Edition. Pearson Learning Solutions, 2011-02-08. .
•Determine your price objective with your justification.
•Determine the demand of your service and how this influences your pricing strategy.
•Estimate your cost elements and discuss how this will influence the price of your service.
•Prepare a competitive price analysis.
•Select your pricing method and determine your final price along with your justification.
Write your responses in a 3- to 4-page Microsoft Word document.—–
Determined price objective and provided appropriate justification
Determined the demand of the service and stated how this will influence the pricing strategy.
Estimated the cost elements and discussed how this will influence the price of the service.
Prepared a competitive price analysis. Selected the pricing method and determined the final price along with appropriate justification.Wrote in a clear, concise, and organized manner: demonstrated ethical scholarship in accurate representation and attribution of sources; displayed accurate spelling, grammar, and punctuation.——Determined price objective and provided appropriate justification
Determined the demand of the service and stated how this will influence the pricing strategy.
Estimated the cost elements and discussed how this will influence the price of the service.Prepared a competitive price analysis.
Selected the pricing method and determined the final price along with appropriate justification. Wrote in a clear, concise, and organized manner: demonstrated ethical scholarship in accurate representation and attribution of sources; displayed accurate spelling, grammar, and punctuation.
 
 

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