search query: @freeterm PREISPOLITIK / total: 47
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| Author: | Bhat, D. Pittalwala, S. |
| Title: | Transporting brand equity across price segments |
| Journal: | Marketing and Research Today
1993 : MAY, VOL. 21:2, p. 97-101 |
| Index terms: | |
| Freeterms: | WARENMARKE, MARKTSEGMENTIERUNG, PREISPOLITIK |
| Language: | eng |
| Abstract: | Many markets are segmented on the basis of price. New brands create new price segments and consumers do not necessarily restrict their purchases in a product field to one price segment. This presents a problem to manufacturers who naturally wish to protect their brands' consumer base but realise that it is usually too expensive to be represented in every price segment. It is then possible to meet this problem by positioning the same brand in more than one price segment. |
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