Module 5 – Case

THE MARKETING MIX: PRICE

Introduction

In this case we look at pricing methods, taking into account the viewpoint of both the buyer and the marketer.

Case Assignment

Write a paper of no more than four pages in which you complete the following assignment:

Using the teaching materials and any additional research explain what you think would be the most appropriate pricing method and why for TWO branded products selected from the following list. In doing so compare and contrast the two pricing methods explaining why you think they would be similar or different.:

• MEDIA DISTRIBUTOR, (e.g. Netflix)
• CANNED VEGETABLES
• ASPIRIN

Assignment Expectations

In answering this case question, aim to demonstrate your learning not only of the materials from MOD05, but also those from MOD01-04.

Ensure that you repeat the case question in full and verbatim on the title page of your submission. Excluding your title and reference pages, your paper should be no more than four pages long.

You may well wish to illustrate your arguments using estimates of costs and other figures for the products you have chosen. In that case it is quite accetable to invent some reasonable numbers rather than takime to research them. Place any detailed calculations in an appendix, (not counted in the page limit), after the references. Please submit your case for grading by the end of this module.

It is expected that you will use information from the background readings as well as the case articles and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper.

The following will be assessed in particular:

• Your demonstrated understanding of the marketing concepts central to the case question.
• Your demonstrated understanding of factors related to the development of an effective pricing method through the analysis you conduct in the context of the case.

The criteria used for assessment will be those explained on the MOD01 Home page, namely:

• Focus.
• Breadth.
• Depth.
• Critical thinking.
• Effective and appropriate communication skills.