Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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ContentsFRONT MATTER

Title Pages
Dedication
[UNTITLED]
Foreword
Foreword
Preface
I Financial Tools Necessary for Understanding the Marketing-Finance Interface
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
II Defining the Market
- 3 What is the Impact on Strategy?
III Understanding Market Shares
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
IV Strategies and Pricing Policies for New Products and Product Bundles
- 6 Pricing New Products: Strategies and Caveats
- 7 Choosing Strategies for New Products Using Market-Level Data
- 8 Choosing Strategies for New Products Using Primary Data
- 9 Bundling
Part V Integrating Marketing Strategy and the Supply Chain
- 10 Channels of Distribution
Part VI Marketing Policy and Consumer Behavior
- 11 How Does Consumer Behavior Affect Marketing Policy?
Part VII How to Choose Advertising and Promotion Strategies
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
VIII How to Choose Compensation Plans
- 15 How Should the Firm Compensate Managers to Maximize Performance?
- 16 How Should the Firm Compensate Its Sales Force? The Basic Model
- 17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance?
IX How to Allow for Competitive Reaction
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
X Other Applications of Fusion for Profit
- 19 Measuring and Building Brand Equity
- 20 How Marketing Policy Affects Consumer Well-Being and Social Welfare
- 21 Internet Marketing
- 22 Mergers and Acquisitions
- 23 How to Choose Optimal International Marketing Strategies
END MATTER
Glossary
Index

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Pricing New Products: Strategies and Caveats

Chapter:: (p. 93 ) 6 Pricing New Products: Strategies and Caveats
Source:: Fusion for Profit
Author(s):: Sharan Jagpal (Contributor Webpage)
Publisher:: Oxford University Press

DOI:10.1093/acprof:oso/9780195371055.003.0006

This chapter shows how firms should price new products, especially under cost and demand uncertainty. It distinguishes between privately and publicly owned firms and show how the risk attitudes of the firm's owners affect new product prices; in addition, it evaluates the conditions under which the firm should announce or preannounce its new products in the marketplace.

Keywords: break-even pricing, cost-plus pricing, financial leverage, ownership structure, product announcements, product preannouncements, sunk costs, utility functions, risk attitudes

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Sharan Jagpal and Shireen Jagpal

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Pricing New Products: Strategies and Caveats

Sharan Jagpal (Contributor Webpage)