How marketers evaluate price sensitivity
Article Abstract:
The nature and importance of demand elasticity as a factor when setting industrial prices is examined. Available qualitative and quantitative methods for measuring price sensitivities are discussed, along with their limitations. Results are reported of a survey which investigates the awareness levels, measurement practices, and current market perceptions of marketing managers regarding customer price sensitivity. It appears that marketers appreciate the importance of assessing sensitivities, but their companies do not approach the task in a systematic, strategic fashion. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1988
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Four components of effective pricing
Article Abstract:
Industrial firms tend to manage prices in a fairly reactive and piecemeal fashion, with a heavy reliance on formula-based methods. This article introduces the concept of a strategic pricing program (SPP) to price determination. The program consists of four components: price objectives, strategy, structure, and levels. Each component is explained, relationships among them are established, and the program then is linked to corporate strategy. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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Computer awareness and usage by industrial marketers
Article Abstract:
The attitudes, familiarity, and current practices of industrial marketers regarding computer technology are investigated in this article. Findings of a study involving marketing managers in 101 Midwest firms are reported. The results indicate fairly positive attitudes toward the role of computers in marketing, but limited familiarity with and actual use of the computer in marketing management activities. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1989
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