MARKETING PRICES
by NHKC Capital Resources™
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Marketing Prices
Use this topic to provide detail on product pricing, and to relate pricing to strategy. Your value proposition, for example, will normally include implications about relative pricing. Therefore, you should check whether your detailed product-by-product pricing matches the implied pricing in the value proposition. Pricing is also supposed to be intimately related to the positioning statement in the previous topic, since pricing is probably the most important factor in product positioning. Price lists and additional background material are usually available, at least for ongoing companies. You should include these as part of the appendices. Pricing isn't always strategic, and isn't even always in your control, at least not in the immediate short term. If you manufacture products or materials purchased by a high-volume purchaser, you may not have the power to raise prices. In some industries the prices are so determined by market leaders that the other competitors almost have to follow. Sometimes your channels of distribution will dictate your pricing. In any case, if it is at all relevant to your plan, then this is the topic to explain and provide detail on pricing. To continue click here: Marketing Promotion.
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