Marketing strategy: Pricing

 

Automobile industry promotional incentives to consumers have been used for 25 years, yet little empirical research exists in this specific area. This large-scale, national study investigates the influ ...

This article focuses on supermarkets' self-styled price wars, which, according to the author is a peculiarly British phenomenon. In spite of aggressive and much promoted 'price cuts', supermarket pric ...

Discusses the interaction between perceived cost and consumption of a product or service. Pricing policies and payment timings can affect perceptions of cost. Snince higher consumption increases chanc ...

Trade funds are the money invested by manufacturers in their customers: price discounts, retail discounts, consumer promotions, retailer promotions. Up to 25% of sales revenue is spent on these, growi ...

Pricing research has an important role to play in the go/no-go decisions taken to finance the progress of new drugs in development. There is a hierarchy in decision-making when it comes to determining ...

This is a summary of an article which appeared in MIT Sloan Management Review. It discusses pricing, which the authors describe as the Cinderella of marketing. They believe it should be a strategic ...

There are many definitions for 'brand equity' and 'brand loyalty'. And there have been many published papers, conference speeches, debates, and research studies on this topic. This specific 'paper' fo ...

The method used to measure the brand equity of brands in fifteen categories of small appliances, pots, pans, cutlery, and kitchen tools and gadgets has not only provided a new way of measuring brand e ...

As a company introduces multiple products, there is a substantial risk that the products will confuse consumers, cannibalize one another or erode the brand's equity. The goal, then, must be to develop ...

Argues that marketing and branding, in concentrating on the delivery of emotional satisfaction over and above mere functionality (the total `brand experience'), has perhaps lost contact with what goes ...

Setting toll charges involves one of the most important rights of the free citizen in a democratic regime: the freedom to come and go. This paper proposes a model for toll pricing which would maximize ...

Over the last few years there have been tremendous advances in the world of conjoint analysis in terms of software, mathematics, topics considered, and approaches. These advances create exciting new o ...

This paper investigates the role of price fluctuations in changing consumer demand function in the retail grocery store environment. We argue that prolonged price fluctuations within a certain range e ...

During the development of NPD's Category Insight Reports several mediators of the average price consumers paid for apparel became dear. Upon further review it was discovered that these parameters cons ...

The paper describes how and why a major building controls company used conjoint surveying techniques to optimise its price positioning for a new product. It describes the techniques used and (more imp ...

The study is based on research carried out in Taiwan, Thailand and Malaysia into various types of promotions including the use of coupons, price orientated promotions and sweepstakes. It covers attit ...

A review of various pricing research techniques currently in use. The author covers: Gabor Granger; Price Sensitivity Meter (PSM); Brand Price Trade Off (BPTO), a conjoint analysis method; monadic `re ...

A summary of a study undertaken by Grey China which highlights the differences and similarities between Chinese consumers, depending on where they live. Among the most interesting findings of the surv ...

Slashed prices by leading brands to halt the upwards march of supermarket own-label products and frequent price promotions place a large premium on understanding the effects of price changes on market ...

The authors explain how British Telecom used research to understand the effect on customers of the current tariff and to develop an improved pricing structure. The paper won third prize in the 1995 Re ...

Competition between retailers and manufacturers has become acute: retailers' private labels are making inroads into manufacturer's market shares, and the focus is increasingly on price. Against this b ...

The author argues that in a free market economy, the manufacturer should have the same right as the retailer to decide with whom he will deal, and on what terms.

Knowledge of a brand’s price and advertising elasticities makes it possible to determine what would happen if advertising expenditure and/or its price were changed. The article provides a brief resumé ...

Criticises the suggestion, by Professor Tellis and others, that advertising elasticity being smaller than price elasticity is the reason why marketing expenditure (at least in the US) has been shiftin ...

Based on a speech given at the Advertising Research Foundation, New York, March 1986. Refers to the new Research & Development Centre in Ogilvy & Mather, started with Alex Biel. The importance of usef ...