Chapter 40 Price

Measurement Need

Determining the right price is one of marketing’s primary tasks. Price has a significant influence on a company’s success since revenues result from a specific number of units sold times the price charged, and price influences customer perceptions.


The matrix below outlines four price strategies (see Figure 40.1):i

Figure 40.1: Pricing Strategy Matrix

Economy pricing describes charging a small mark-up above cost. Large scale retailers are typically associated with this approach because they have the size and scale to drive prices lower when working with suppliers to secure large volume contracts. ...

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