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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill
Pricing objectives and policies

Video Concept Case - Hilton

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 4.

skimming strategyvalue pricingprofit maximization
non-price competitonadministerseasonal discounts
pricesales oriented objectiveflexible pricing policy



1

Video 16-1 (1573.0K) Management is careful about the that guest pay at Hilton. They their prices to reach certain objectives. Pricing is an area that is their lifeblood and Hilton uses various pricing strategies and objectives. The first is .
2

Video 16-2 (1532.0K) Hilton developed accurate systems for tracking costs in all areas of its operations. This gives managers the ability to track costs and forecast demand. Based on historical patterns, such as Hilton can predict demand within 1% up to three years in the future. When demand is high, Hilton uses a , but when demand is not known they price to protect share using a .
3

Video 16-3 (772.0K) A allows Hilton to vary the price of a room from city to city, hotel to hotel, and month to month.
4

Video 16-4 (1143.0K) When guests choose a Hilton based on location, room service and food, Hilton is emphasizing its . When customers also think the price is very fair, then Hilton has successfully used .




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