Episode 6.1 – Why Price Is More Than a Number

Price is one of the most visible marketing decisions, but it is much more than a number. In this episode, Dr. Derek, Emily Carter, and Tom Kessler introduce pricing strategy by exploring pricing objectives and common pricing methods. Through examples from convenience stores, fuel pricing, breakfast sandwiches, digital markets, and customer experience, listeners learn how price communicates value, shapes expectations, affects profitability, and influences brand perception. The episode explains profit-oriented, sales-oriented, market share, survival, and premium pricing objectives, along with cost-based, competition-based, and value-based pricing approaches.