PRICE POSITIONING AND STRATEGIES
Keywords:
pricing strategy, segmentation, price positioning, valueAbstract
This article examines and explores the process of selecting and implementing a pricing strategy in a given market. It points out that the best pricing strategies are not a 'one size fits all' type, but are targeted at specific customer groups through the use of segmentation, different customers, different pricing strategies. The article presents the process and procedure for optimal segmentation practice in the context of pricing. It shows how the 'price network' and its derivative 'price landscape' can be very useful in analyzing the target markets in which the pritioner may wish to do business. This article concludes by showing how the price landscape is a starting point for generating a value-based pricing strategy. The article ends with a basic list of general pricing strategies, their work in business and where they can best be used.
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