Marketing-oriented pricing strategies
Article Abstract:
Several factors affect pricing decisions which are considered a critical element in developing marketing strategies. Considered as the only element of the marketing mix that produces revenue, marketing managers should exert judgmental and information gathering skills when implementing pricing decisions that are marketing oriented. A number of factors influence and characterize marketing-oriented pricing which are classified under four categories. These factors include product positioning, strategic objectives, price-to-quality relationships, costs, negotiation margins, competition. However, marketing managers should take note that pricing is a type of activity that does not always follow formula-based procedures. They should also accommodate market realities and profit generation concerns when considering pricing decisions.
Publication Name: Journal of General Management
Subject: Business, general
ISSN: 0306-3070
Year: 1998
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Minding the store in the age of cyber-marketing
Article Abstract:
Advertisers have a tendency to focus their zeal on electronic gizmos and forget basic promotion marketing techniques. However, building brands through conventional tactics may fit with time-tested wisdom that the simplest solution is often the best. Focusing on the newest electronic cyber-tool can be shortsighted and might only appeal to part of the population.
Publication Name: ADWEEK Midwest Edition
Subject: Business, general
ISSN: 0276-6612
Year: 1995
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