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Financial Services Marketing, 2nd Edition by Nigel Waite, Christine Ennew

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12  Pricing

Learning objectives

At the end of this chapter you should be able to:

•  explain the role of pricing in the financial services marketing mix;

•  understand the complexities associated with pricing in financial services;

•  understand the different approaches and methods of setting prices;

•  appreciate the ways in which technology is empowering consumers to shop around for better value.

12.1 Introduction

of all of the component elements of the marketing mix, pricing is often the most problematic for marketing executives to manage. Unlike all other constituent parts of the mix, pricing is concerned with the determination of revenue and plays a crucial role in the derivation of product margins and profit. In many financial services ...

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