Product and Price Variables of the Marketing Mix

Gary L. Frazier ()

Chapter 3 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 39-51 from Springer

Abstract: AbstractFirms must place high priority on their product and pricing decisions, as their outcomes are critical to targeted customer behaviors. Absent compelling branded goods that are fairly priced, customers will purchase elsewhere. Firms with low brand equity must offer branded goods with superior objective qualities, accompanied by sales promotions that enable low pricing, to facilitate customer trial. Given low brand awareness, the objective qualities of products and services, along with their associated prices, must be emphasized to targeted customers.

Date: 2026
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DOI: 10.1007/978-3-032-19112-0_3

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