We've heard some dooseys when it comes to conventional wisdom and commonly-held, though erronous, beliefs about pricing strategy. We've narrowed down the list to our top 10.
- Most firms have a serious pricing strategy based on businesslike pricing research.
- Price is the consumer’s “bottom line”; during a recession, price becomes the most important consideration.
- A company has to accept the market price; nothing it can do will influence prices; it is the victim of its competitors’ pricing.
- Price sensitivity is a function of the customer’s personality. Some are willing to spend, others tight fisted.
- You must match price in a competitive market.
- Cost-plus pricing is a sensible means of establishing product prices at profitable levels.
- Pricing is one of those factors a company cannot test beforehand. You have to pick a price and live with it.
- It’s not necessary for marketing directors to know manufacturing and/or servicing costs; their job is to create successful marketing programs.
- If sales are not what they should be, the best thing to do is reduce prices.
- Price is the only compelling way for a company to differentiate its products and services.
0 comments:
Post a Comment