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Carefully selecting the right pricing strategy takes a deep understanding of your product, your market, and your customers. Price strategy should communicate to the customer the value company is providing. Price is directly related to bottom-line of any business. Essays on Multi-product Pricing submitted to the David A. Tepper School of Business in partial fulfillment for the requirements for the degree of D OCTOR OF P HILOSOPHY in Business Administration (Marketing) By Marcel Goic Carnegie Mellon University Tepper School of Business Pittsburgh, Pennsylvania 15213 DISSERTATION COMMITTEE: Alan Montgomery (Chair) Kannan Srinivasan …

If we were taking the viewpoint of the buyer, this would not be an issue.

4 PRICING STRATEGIES “Price” Versus “Cost” Although a price may go by many names, one name it should not go by is cost. Buyers, par-ticularly consumers, will typically use the terms price and cost synonymously. New technology, … This pricing strategy could cut into the bottom line, but businesses may find it beneficial to receive “some” profit rather than no profit. It's one of the most commonly overlooked and undervalued revenue levers in business. Not every strategy will be relevant or even feasible for every company – much depends on the market context, the business strategy, and your own capabilities. Unlike advertising, which overtly disseminates a message, pricing provides a subtler cue about your company, attracting a particular demographic or making a statement about your product's value. Developing Price Strategies and Programs. An example of value pricing is seen in the fashion industry. Marketing mix for companies comprises of 4 Ps Product, Price, Place and Promotion. A company may produce a product line of high-end dresses that they sell for $1,000.

Profitability of product is required for future operation of the company. They then make umbrellas that they sell for $100. Your pricing strategy involves evaluating the price you will charge for your product or service, and how this price fits in with your overall marketing plan. In an analysis of hundreds of companies and pricing approaches, we found four pricing strategies that deliver sustainable results (see Exhibit 1). This is because, in this book, we will usually be taking the viewpoint of the seller. A pricing strategy is the method of pricing a business uses to determine how much to sell their goods or services for. FACTORS AFFECTING MARKETING STRATEGIES: PRICING, CHANNEL STRUCTURE AND ADVERTISING STRATEGIES Bekim Marmullaku Lecturer, FAMA College, Kosovo bekim.marmullaku@kolegjifama.eu Faruk B. Ahmeti Professor, FAMA College, Kosovo faruk.ahmeti@kolegjifama.eu Abstract The world economy is changing, this is a fact.