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Matching Appropriate Pricing Strategy with Markets and Objectives (1994)

Duke, Charles R.

Bingley : Emerald

The @journal of product & brand management 3 (1994), S. 15-27

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ISSN: 1061-0421

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: Standard approaches to price decisions are normally illustrated asstep-by-step developments that try to group pricing issues loosely intosome format. These current approaches do not emphasize the interactionof consumer characteristics with the competitive environment of eachmarket. Describes a modified version of the Tellis Price Strategy Matrixto enable coordinated market issues and company strategies by directingemphasis on pricing issues and techniques that are appropriate andeffective, given the consumers' (or segment's) as well as the company'sobjectives, as constrained by the competitive nature of the product'smarket. By using this type of matrix as a guide, product managers canquickly evaluate the appropriate issues of concern for a given pricingdecision and then progress toward a pricing decision with moreconfidence.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/10610429410061870

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