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PRICING STRATEGIES
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CHAPTER 7
137
their products at competitive prices. The regional media are more visible at the local
level and media costs are lower, which in turn keeps the overall costs under control.
Therefore, marketers have to take stock of variable and fixed costs and their impact on
the pricing decision.
ITC’s e-CHOUPAL
ITC has initiated an IT-based procurement system called
e-
Choupal for soya, tobacco, wheat, shrimp,
and other crops. This system places computers with Internet access in rural farming villages. At har-
vest time, ITC offers to buy the crop at the previous day’s closing price. The farmer then transports ...
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