haku: @author Calantone, R. J. / yhteensä: 16
viite: 8 / 16
| Tekijä: | Morris, M. H. Calantone, R. J. |
| Otsikko: | Four components of effective pricing |
| Lehti: | Industrial Marketing Management
1990 : NOV, VOL. 19:4, p. 321-329 |
| Asiasana: | PRICING STRATEGY EFFECTIVENESS MARKETING CUSTOMERS PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | Mistakes in pricing occur because management has no specific purpose in mind when reducing price. The paper introduces the concept of a strategic pricing program (SPP), the key components of which include the role of price objectives (21 possible objectives, a pricing strategy (types of pricing strategies divided into cost-based and market-based ones), pricing structure (relating to aspects how price will vary for different customers and products, and the time and conditions of payment), and pricing levels with relevant tactical plan. The four components must be tied to one another. Pricing program has to be linked to marketing strategy. Determinants of SPP decisions are discussed. |
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