IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-032-09728-6_7.html

6 “The Price Is Right”

In: Ten and a Half Lessons in Marketing

Author

Listed:
  • Emílio Távora Vilar

    (University of Lisbon)

Abstract

Lesson 6 focuses on the concept of price. It begins by defining price in relation to the closely connected concepts of cost and value. As the only element of the marketing mix that directly and immediately impacts revenue, price facilitates exchanges, aids in comparisons, stimulates competition, reflects supply and demand, and influences perceived quality. The lesson offers a comprehensive overview of the primary pricing strategies, including cost-based pricing, premium pricing, penetration pricing, skimming pricing, and dynamic pricing, among others. Finally, a series of pricing tactics is also discussed, highlighting their application for making short-term adjustments.

Suggested Citation

  • Emílio Távora Vilar, 2025. "6 “The Price Is Right”," Springer Books, in: Ten and a Half Lessons in Marketing, pages 95-126, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-09728-6_7
    DOI: 10.1007/978-3-032-09728-6_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-032-09728-6_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.