Table of Contents

Pricing as an Element of the Marketing Mix
Part I. Setting of Initial Prices
Starting Points for Setting an Initial Price
Assessing Value to the Customer
Basic Pricing Strategies and Breakeven Analysis
Part II. Modification of Existing Prices
The Generalized Breakeven Formula and Its Use
Predicting Price-Change Response: Economic and Competitive Factors
Predicting Price-Change Response: Knowledge-Related Factors
Predicting Price-Change Response: Feeling-Related Factors
Empirical Measurement of Price-Change Response
Part III. Developing a Price Structure
Fences for Price Segmentation
Time as a Price-Segmentation Fence
Place as a Price-Segmentation Fence
Pricing to the Less-Informed Segment
Pricing of Interrelated Products
Part IV. Flexible Pricing
Auctions and Competitive Bidding
Negotiation and Participatory Pricing
Systematizing Pricing Decisions
Societal Implications of Pricing

About the Author

Robert M. Schindler is professor of marketing at Rutgers University in Camden, New Jersey. He has carried out numerous studies of consumer perception and motivation, especially concerning the effects of price endings and price promotions.  His work has appeared in publications such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Retailing, the Journal of Advertising, and the Journal of Consumer Psychology.  He has been ranked among the most published researchers in the area of pricing and has received a Lifetime Achievement Award from the Fordham University Pricing Center.

Professor Schindler received a BA in biochemistry and psychology from the University of Pennsylvania and an MS and PhD in cognitive psychology from the University of Massachusetts.  He has been teaching courses in marketing, consumer behavior, and pricing at Rutgers – Camden since 1989.  He is a recipient of the Rutgers University Scholar-Teacher Award and the Chancellor’s Award for Teaching Excellence.