DEFINING ASPECTS OF SETTING THE PRICE ACCORDING TO THE CUSTOMER AND THE COMPETITION

Adrian Micu
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Adrian Micu: Dunarea de Jos University, Galati, Romania

Management and Marketing Journal, 2006, vol. 4, issue 1, 123-125

Abstract: Few managers, even those specializing in marketing, think strategically about pricing. Consider your experiences and observations. Were the pricing decisions you encountered made in reaction to a pricing problem, or were they planned to exploit an opportunity? Did the company arrive at those decisions by analyzing only the immediate impact on profitability, or did it also consider how the reactions of customers or competitors might change the picture? Did the decisions focus purely on price, or did they involve alignment of a marketing program to support the pricing decision? Few companies proactively manage their business to create the conditions that foster more profitable pricing.

Keywords: pricing strategy; customer driven pricing; competition driven pricing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:4:y:2006:i:1:p:123-125

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