The Marketing Mix: Price BACKGROUND: Having seen its film business evaporate, Kodak has entered the printer market with a different pricing strategy from the norm, charging more than competitors for the printer, and less than competitors for the ink. "Examine the factors which should have been taken into account by Kodak in developing its pricing strategy. In doing so consider whether the EVC pricing method would have helped and analyze the customers'' lifetime cost of ownership." Ensure that you repeat the case task in full and verbatim on the title page of your submission. Excluding your title and reference pages, your paper should be two pages long. Place any detailed calculations in an appendix, (not counted in the page limit), after the references. Please submit your case for grading by the end of this module. Bulkeley, W. M. (2007, Feb. 6) Kodak''s Strategy For First Printer -- Cheaper Cartridges. The Wall Street Journal. B1. Retrieved from Proquest database, May 30, 2008. Bulkeley, W. M. (2007, Feb. 1). Kodak Takes Hit in Film and Digital. Exit From Low-End Cameras Weighs on Photo Business; First Quarterly Profit in 2 Years. The Wall Street Journal. B3. Retrieved from Proquest database, May 30, 2008 . Bulkeley, W. M. (2007, Feb. 8). Finally, Cell phone Photos Worth Sharing; Higher-Resolution Cameras Appear in Many Handsets; Ditching the Digital in Boston. The Wall Street Journal (Eastern edition). New York, N.Y. D.1. Retrieved from Proquest database, May 30, 2008. Bulkeley, W. M. (2007, Jan. 31). A Lifetime of Photos On a Single Disc; New Services Cheaply, Quickly Digitize Troves of Snapshots; Throwing Away the Shoebox. The Wall Street Journal (Eastern edition). New York, N.Y. D.1. Retrieved from Proquest database May 30. 2008. The Background Info page provides information you will find useful in writing your paper. Background Information The Marketing Mix: Price Having developed an understanding of how consumers make purchase decisions, and how marketers analyze markets and select targets, we turn our attention in Modules 02-05 to how firms can win and retain customers and here in Module 05 we focus on the final element of the Marketing Mix, Price, what it costs the customer to own our product. Note that this conception of Price, rather than "What we charge the customer", more usefully represents the customer-oriented perspective taken by marketers. This raises a number of questions such as: What alternative methods are available to marketers to price products? What factors do marketing managers take into account when setting a price? The materials on this page as well as in the case have direct relevance to those questions and the fifth and final part of the Marketing Audit you are doing as your SLP. For both the case and the SLP, the following materials have been provided: Required Sources: Required PowerpointTM presentation: Freeman, J. (2008). The Marketing Mix: Price. TUI University. Case Materials. Bulkeley, W. M. (2007, Feb. 6) Kodak''s Strategy For First Printer -- Cheaper Cartridges. The Wall Street Journal. B1. Retrieved from Proquest database, May 30, 2008. Bulkeley, W. M. (2007, Feb. 1). Kodak Takes Hit in Film and Digital. Exit From Low-End Cameras Weighs on Photo Business; First Quarterly Profit in 2 Years. The Wall Street Journal. B3. Retrieved from Proquest database, May 30, 2008 . Bulkeley, W. M. (2007, Feb. 8). Finally, Cell phone Photos Worth Sharing; Higher-Resolution Cameras Appear in Many Handsets; Ditching the Digital in Boston. The Wall Street Journal (Eastern edition). New York, N.Y. D.1. Retrieved from Proquest database, May 30, 2008. Bulkeley, W. M. (2007, Jan. 31). A Lifetime of Photos On a Single Disc; New Services Cheaply, Quickly Digitize Troves of Snapshots; Throwing Away the Shoebox. The Wall Street Journal (Eastern edition). New York, N.Y. D.1. Retrieved from Proquest database, May 30, 2008. Optional Online Text: Christ, P. (2008). Principles of marketing. Retrieved May 30, 2008 , from KnowThis.com. Read the following chapters: Pricing Decisions Setting Price