UNIT 5
Pricing
INTRODUCTION
Pricing is an important dimension of the marketing mix. Price contributes to the top line (revenue) of the profit and loss account as well as ensures bottom line (profit) too. It is one of the Ps of (4 Ps—product, price, place and promotion) of marketing mix which can be easily and instantly moderated. The other Ps also contribute to the bottom line but their influence may be indirect. Product modification (like combination drugs) or changing distribution design (like adopting omnichannel) may require higher investment and longer duration, and a larger investment. New promotional campaign for a drug may require considerable ...
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