Name: ______

In-Class Assignment – MKT 450

Pricing Strategy

The most advanced digital camera Sony has ever produced is about to be introduced to the marketplace. One of the most important decisions that must be made before introduction is what price to charge. The marketing experts at Sony have decided on a list price of $999.95. Using the information below and the material in the book, explain why that particular price was chosen.

The DSC-F828 Cyber-shot® Digital Camera

Representing the next level of digital still photography, Sony's DSC-F828 Cyber-shot® Camera is the first to incorporate four-color filter CCD technology and a Real Imaging Processor™. These new components are integral in capturing color accuracy closest to what the human eye can see, setting a new benchmark in camera performance. The new (RGB+E) filter adds an emerald-colored pixel to the filter pattern, realizing color fidelity that is closer to human color perception. Photographers will notice an extraordinarily life-like rendering of blue, blue-green and red hues. The Real Imaging Processor™ delivers increased speed with lower power consumption, enabling the F828 to capture an eight-megapixel image in almost half the time required by typical five-megapixel cameras! New manual controls, coupled with Carl Zeiss® T* optics, gives advanced photographers a broader range of mechanisms to determine focus, exposure and recording modes. Images can be stored onto CompactFlash® Type I and Type II media, as well as a Microdrive® hard disk drive or Memory Stick PRO™ media. The Cyber-shot F828 truly embodies a premier imaging experience.

Name: ______

• 2/3" 8.0 Megapixel Effective Super HAD™ CCD

• 7X Optical /2X Digital/14X Total Zoom/ 0–35X Smart Zoom (at VGA Resolution)

• Carl Zeiss® Vario-Sonnar® T* Lens

• Dual Media Compatibility - Memory Stick® Media, & Microdrive

• Real Image Processor

• MPEG Movie VX Fine Modes

• PictBridge™ Compatibility

• NightShot® Infrared System and NightFraming System

• Hologram AF™ Illuminator

• Manual Exposure Controls

• Manual Zoom and Manual Focus Rings

• Eye-Level & 1.8" LCD Monitor

• 5 Area Multi-Point Auto Focus

• Continuous Auto Focus

• Slow Shutter Noise Reduction

• Multi-Pattern Measuring

• Auto Daylight Synchro Fill Flash

• Hot Shoe and ACC Terminal.

• 3 Shot Auto Exposure Bracketing

• 3:2 Aspect Ratio Mode

Name: ______

The Canon EOS Digital Rebel (EOS-300D) - $899.99
/ The Nikon D100 Digital SLR - $1,499.99 / Pentax *istD - $1,699.99
/ Fujifilm FinePix S7000 - $699.99

In addition, information about the marketplace, the consumer buyer habits, and the competition are available on Blackboard.

Target Market
Positioning
Pricing Objectives

Pricing Influences

Demand influences
[demographics, distribution, psychological]
Supply influences
[cost issues (materials, labor)
Product considerations (perishability, distinctiveness, product life cycle)]
Environmental influences
[competition, regulations, trends]