Summarize this paragraph to fit into 2-3 slides for a power-point presentation. Only take out important key elements. 

 

Two potential pricing strategy options for a B2B market could be cost-plus pricing and value-based pricing.

In cost-plus pricing, the company adds a markup to the cost of producing the product or service. This markup can be based on a percentage of the cost or a fixed dollar amount. The final price is then determined by adding the markup to the cost. This strategy is commonly used in B2B markets as it ensures that the company is covering its costs and making a profit.

In contrast, value-based pricing is based on the value that the product or service delivers to the customer. The price is set based on the benefits that the customer will receive from using the product or service. This strategy is more commonly used in B2C markets, but can also be used in B2B markets for certain products or services.

The marketing manager must make choices regarding pricing flexibility, price level, and pricing over the product life cycle. B2B markets often have less pricing flexibility than B2C markets as they typically involve contracts and negotiations between companies. The price level in B2B markets may be higher due to the larger scale and more complex nature of the products and services being sold. Pricing over the product life cycle may also differ in B2B markets as the products or services may have longer lifecycles and require ongoing support and maintenance.

Price setters use demand estimates in their pricing strategy by analyzing the price sensitivity of their customers. This involves estimating how much demand for the product or service will change based on changes in price. If the product or service is price sensitive, then a small change in price can have a significant impact on demand. Price setters can use this information to determine the optimal price point that will maximize revenue and profit. In B2B markets, demand estimates may be more difficult to obtain as there are typically fewer customers and each customer may have unique needs and preferences.