PRICE AND PRICING STRATEGIES

SUCIU Titus, Transilvania University of Brasov

Abstract:
In individual companies, price is one significant factor in achieving marketing success. In many purchase situations, price can be of great importance to customers. Marketers must establish pricing strategies that are compatible with the rest of the marketing mix. Management should decide whether to charge the same price to all similar buyers of identical quantities of a product (a one-price strategy) or to set different prices (a flexible price strategy). Many organizations, especially retailers, use at least some of the following special strategies: price lining, odd pricing and leader pricing. A company must also choose between everyday low pricing and high-low pricing, which puts noticeably low prices on selected products while having higher prices on all others.

Keywords: price, consumers, pricing strategies, value

JEL Classification:

Volume: 65, Issue: 4

Pages: 194 - 200

Publication date: , 2013

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/65415suciu.pdf

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