Category Archives: Chapter11

Six Factors That Influence Price (Chapter 11)

This video highlights six factors that influence consumer pricing of products. It is an excellent overview that can be used to summarize Chapter 11 content, or to even launch the chapter.

Discussion Questions:

  1. Identify and describe each of the 6 factors.
  2. Think about the company where you work, or one that you have worked for in the past. Rank these factors in order from most important to least important in pricing the goods or services of that company. Explain your ranking rationale.

Value-Based Pricing (Chapter 11)

I believe students will relate to this video on value-based pricing. While costs are important in setting a price, so it understanding the value of that product to buyers.

Discussion Questions:

  1. According to the video, how do customers perceive value?
  2. How can you increase the perceived value of a product?
  3. After watching the video, what role does demand and competition play in setting the price?

Pricing Lessons from Cartoons (Chapter 11)

I liked this video because the presenter uses cartoons to illustrate ten pricing lessons. The video would be a good supplement to the chapter on pricing.

Discussion Questions and Exercises:

  1. As you watch the video, write down the ten lessons that are identified.
  2. Of the ten lessons identified, which two lessons do you consider most important in pricing a product? Why?
  3. Does it make a difference if you are pricing a service versus a product? Why or why not?


Price Hikes (Chapter 11)

This short article in Inc. is very good at explaining strategies companies can use when price increases are needed.

Discussion Questions:

  1. Do you notice small increases in prices of products you purchase? Why or why not?
  2. For you, what is the best strategy for a company to use when increasing prices? Explain why.
  3. Does the size of a price increase make a difference in how the price hike should be handled? Why or why not?
  4. Does it make a difference in the type of product or service in how price increases are handled? Explain. Provide examples.

Pricing (Chapter 11)

Here are some videos that may be useful for Chapter 11.

Discussion Questions:

  1. Identify the pricing strategies presented in the first video. Describe each and discuss when it should be used.
  2. Based on the second video, what are the 5 C’s of pricing and how does each impact the pricing of a product?
  3. Watch the video about the Clockmaker. What lesson does this video convey? Identify three different industries or situations were value pricing could or is used. Explain why.