Pricing Concept in Marketing Management
Price is one of the important variables in the marketing mix. Its importance has increased substantially over the years because of the environmental factors like recession, intensity in inter- firm rivalry and the customer becoming more aware of alternatives. Firms also have to educate customers on what to look for in the product & many of the buyers today use sophisticated methods in collecting information on suppliers just as the latter do. In order to arrive at the most acceptable price level, the marketer needs to have information on the three C’s– customers, competition & firm’s cost structure. It should be able to use this information to achieve its goals. In the contemporary market environment characterized by increasing inter—firm rivalry, low or no government intervention in corporate decisions, improvements in communications & media and a growing concern to retain wholesalers & retailers to market the firm’s products, pricing decisions appear Continue reading