A well thought-out pricing strategy is crucial to optimizing both sales volume and profit. This article, part of our series on developing a marketing strategy, aims to explore how you can develop an effective pricing strategy that optimizes both sale ...
Understanding the position of brands on the Value Equivalence Line (VEL) is important as it leads to strategic decisions on both pricing and product development. This article looks at how a brand can determine its position in relation to the VEL and ...
In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view. ...
Companies that sell raw materials or simple components face a marketing problem - how to give their products recognisable benefits which differentiate them from competitors. This article seeks to show how to avoid price cuts by adopting a more profes ...
Many research studies provide measures on satisfaction and loyalty, but few provide measurements on perceived value. So, there is a need for a new tool that more accurately measures perceived value; this is where the Net Value Score comes in. ...
No company wants to leave money on the table and so obtaining the optimum price has always been a key issue to marketers. However, asking customers to quantify the price they would be willing to pay for a product or service is one of the hardest ques ...
Establishing the value that people put on the goods and services they sell is one of the most difficult tasks for the business-to-business marketer. Finding the right price is a judgement which many get badly wrong – usually charging too little bec ...
Marketers are constantly searching for differentiation. Unless a company has a genuine scientific or technological advantage, preferably one protected by a patent, competitors can often match any incremental change in an ever-shortening time-scale. ...
How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral. ...
This article discusses the different insights that tend to arise in different geographies. In particular, how do the critical marketing success factors in the developing and developed worlds differ from each other? ...
