February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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This is often one of the most difficult areas for a marketer. Why? Because there are so many different factors you have to consider and (try to) balance. Pricing is also an incredibly important variable of the marketing mix to manage as:
- it’s the only variable in the mix that creates revenue;
- it’s of strategic importance and is highly visible to senior management;
- the price of a product or a service connects the customer to the supplier;
- it conveys signals about quality and exclusivity to the marketplace; and
- it’s is often highly visible for consumers, eg think about how many times you see fuel prices.
Get it right and you can have a successful product or service. Get it wrong and you may fail to recover initial developmental ...
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