Product & Price Policy

Course contents
  • product and program policy (policy regarding products/services offered on the market)
    decision-making elements of the product and program policy
    product concept and product dimensions
    contents and special characteristics of services
    product quality: concept of quality, quality management and the concept of total quality management (TQM)
    product planning: concept, process, tools
    product innovations: concept, process, creativity techniques
    brand policy
    packaging policy
    program policy
    pricing policy and terms and conditions policy (contracting policy)
    contents and significance of contracting policy
    basic conditions for pricing decisions
    price-sales functions
    structure and elements of a pricing concept
    pricing strategies: principles and strategic concepts
    high price / low price strategies
    skimming pricing / penetration pricing
    price differentiation
    target pricing
    mixed costing
    terms and conditions policy
    rebates
    discounts
    bonuses
    financing offers
    supplier's credit
    leasing
    special aspects of pricing
    internal transfer prices
    determining prices and terms and conditions within the context of export and international marketing