haku: @author Anderson, E. / yhteensä: 27
viite: 2 / 27
| Tekijä: | Anderson, E. Simester, D. |
| Otsikko: | Mind your pricing cues |
| Lehti: | Harvard Business Review
2003 : SEP, VOL. 81:9, p. 96-103 |
| Asiasana: | Marketing Advertising Strategy Pricing Consumer behaviour Sales promotion Retailing |
| Kieli: | eng |
| Tiivistelmä: | The article reviews several common pricing cues used by retailers. Quick, what's a good price to pay for ... a six-ounce container of yogurt? ... a four-pack of 35-mm film? ... a combination TV-DVD player? For most of the items they buy, consumers don't have an accurate sense of what the price should be. Research shows that consumers' knowledge of the market is so far from perfect that it hardly deserves to be called "knowledge" at all. |
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