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Peer Review

Conceptualizing Price

by Lars Perner


Overall Numeric Rating:

3.7 stars
Content Quality: 3.8 stars
Effectiveness: 3 stars
Ease of Use: 4.3 starsstar
Reviewed: Oct 10, 2005 by Business Editorial Board
Overview: This learning material is a six page handout summarizing basic pricing theories
and tools. Much of the module's information is found within introductory
marketing textbooks. However, the easy to understand manner in which it is
presented, the overall format, and some specific content can offer instructors
additional material. More specifically, it discusses conceptual pricing, price
discrimination, consumer price awareness, cross-cultural pricing, odd/even
pricing, attracting consumers to the price, reference pricing, estimating how
much consumers are willing to pay and legal issues.
Type of Material: The website offers a brief tutotial on several pricing issues. Multiple
examples and several pricing strategies are offered.
Recommended Uses: This module could be used as either lecture notes or as supplemental material
for a pricing chapter in a marketing course. It could also be used as reference
material for those students needing a pricing refresher.
Technical Requirements: There are no techinal requirements associated with the use of this material.
Identify Major Learning Goals: The primary goal is to introduce various pricing issues a marketer needs to make
when conceptualizing pricing. Students will become more familiar with several
pricing strategies and considerations. It is focused on providing a student,
who has had little exposure to pricing theory, with a basic overview of pricing
and its role in marketing. It could also serve as reference material to
students who have been exposed to pricing theory, but feel the need for a brief
Target Student Population: This material would be appropriate for use at all levels -- undergraduate,
graduate and executive. Within each of these levels, the primary target
audience appears to be students who have not been exposed to any pricing theory.
It would be most appropriate for the marketing survey course offered at each
of these levels. However, it could be used as reference material for those
students who have forgotten what they have studied in the past with respect to
Prerequisite Knowledge or Skills: No prerequisite knowledge or skills are needed. In fact, a student with too
much knowledge of marketing (especially pricing) would find this tool useless.

Evaluation and Observation

Content Quality

Rating: 3.8 stars
Strengths: The pricing information and clear method of delivery will be an asset to
students. All of the information is useful and neccessary to introductory
marketing students. The biggest advantage is the website's organization with a
simple and straightforward method of delivery that most students should find
very appealing.
Concerns: Because introductory textbooks contain most of this material, the overall
contribution as a supplement may be limited. The module could be updated with
more current examples. If the goal is to use this in an electronic format, a
visually appealing format with links to websites and other interesting pricing
tools and exercises could be built into the handout.

Potential Effectiveness as a Teaching Tool

Rating: 3 stars
Strengths: The module covers all of the basic pricing theory that a student should get
from a marketing survey class. It is presented in a straightforward manner with
appealing examples. As a result, any student should be able to understand the
theories and tools presented.
Concerns: The information contained, although shorter than the textbook chapter(s), is
delivered in the same way of a textbook. The website would be a more effective
contribution within the classroom if is was more interactive in its approach.

Ease of Use for Both Students and Faculty

Rating: 4.3 stars
Strengths: Students and faculty should encounter no difficulty using this material. It
presents very basic pricing theory and avoids the more complicated issues tied
to economic theory with which marketing students usually struggle.
Concerns: There are no major concerns about the ease of use. The concerns center more on
the value of the tool.

Other Issues and Comments: This is a nice summary of basic pricing theory. As long as a faculty member
could avoid the redundancy issue outlined in the review, it could be a valuable
overview for students.