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Marketing Articles: Pricing
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- Retail Price and the Impact of Commodity-Price Inflation by Joy JosephIn the past year, the most fundamental of the 4 Ps of marketing (price) has rapidly risen to prominence. In a way, that is an inevitable outcome of the recent media focus on macro factors that determine the economics of demand and supply—inflation, employment, and income, to name a few. Not surprisingly, ... more
- The Tao of Green Marketing by Irv Weinberg, Carolyn ParrsConsumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store. For your green message to be heard and translated into sales, you have to ... more
- Six Smart Tactics for Dealing With the Economic Downturn
by Michael BarrThis is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead of the competition's? more - Endurance Training: Five Brand-Building Exercises by Kimberly SmithWhen the slow season strikes, devote some energy to pumping up your brand. These five exercises will show you where to start to best position yourself for the inevitable upturn. more
- Benchmarking: A Best-Practice for Improving Marketing Performance (Part 2) by Laura PattersonKnowing what to improve and by how much is vital to establishing realistic performance targets and metrics. This two-part article discusses how to use benchmarking to assess your organization's performance and to understand what changes to make. Part 1 defined benchmarking and explored its value. This second and final part identifies marketing ... more
- How Packaging Your Offering Enhances Your Brand by Anthony CirilloIs your company packaging experiences? Are they sought—or are they sold? And, drilling the concept down one more level: have you ever looked at yourself and considered the package that you offer and the experience you provide? In the current downturn, where layoffs loom large, those with the better shot at ... more
- The Five Simple Rules of Green Marketing by Jacquelyn A. OttmanA strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you don't manage your business with respect to environmental and social sustainability, your business may not be sustained! more
- How Social Media Is Changing the 4Ps of Marketing: Stories from Real Companies by Mack CollierAnyone who has taken Marketing 101 knows the 4 Ps of Marketing: Product, Price, Place and Promotion. But what you may not know is that some companies - including these four - are turning these Ps over completely to customers. (Graphic: David Armano.) more
- The 'Freemium' Business Model: Not Quite a Slam-Dunk by Nilofer MerchantCan you make money by giving away your product? Absolutely—and companies like Adobe (PDF Reader) and Macromedia (Shockwave Player) have proven it. With Web 2.0, consumers have gotten a lot of things at no cost due to various monetization practices—and that's good. But should you give away your product? That's another ... more
- The Five (Wrongheaded) Complaints Against Advertising by Jerry KirkpatrickThe complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says. Advertising is a communication technique that attempts to influence the behavior of others—no more nor less so than the techniques used by parents, journalists, teachers, and politicians. more
- Basics of Strategic and Tactical Pricing by Joy JosephAs one of the 4 Ps of marketing, pricing is the most direct way of communicating value to customers. It has the most direct impact on bottom-line performance. At the same time, price as a marketing instrument is tricky. Here's the basics of pricing from both a strategic and tactical ... more
- Starbucks at the Crossroads: Disruption Junction by Paul PaetzMost marketers have heard by now of the kerfuffle about an internal memo, leaked through a popular Starbucks fan blogsite, penned by Starbucks Chairman Howard Schultz. The blogosphere is abuzz with the come-to-Jesus nature of Schultz's revelation that Starbucks may have lost its mystique. So what's next for the ... more
- Marketing Challenge: Gross Sales vs. Gross Profit by Hank StrollThis week: Do you compensate a sales team on gross sales or gross profit for services? See if you agree with our experts. Coming up: Hate meetings? How can you make them productive? Add your two pesos. more
- Stunningly Awful Software Evaluations—A Strategy of Foolish Hope? by Peter CohanPracticing these eight simple strategies will help reduce your quarterly revenues, delay deals, and consume resources foolishly. But making a few changes may move you from being a "victim of momentum" to achieving your numbers predictably. more
- Three Sales Leadership Challenges That Prevent Sales Force Success by Jeff ThullThere are many challenges in leading a winning sales team, but research has identified 3 key challenges that sales managers most commonly face. How are you currently approaching these situations? Are you getting the results you are looking for? more
- Bad Things Happen to Brands When Companies Run out of Ideas by Tom AsackerMake no mistake about it: When companies run out of ideas, bad things happen to brands. Instead of differentiating their offerings with meaningful value-added features, like healthier and more flavorful products, time-saving recipes and packaging, or even emotive, associative value, marketers end up resorting to price cuts and special promotions. Instead ... more
- Five Vital Points for Choosing a Lead-Generation Solution by Christopher DoranB2B marketers who are recognizing the limitations of today's email-marketing and Web-analytics applications for generating qualified sales leads are switching to lead-generation solutions to ensure a continuous stream of qualified leads. Keep these five points in mind to ensure that you make a purchase that meets the needs of your ... more
- High Tech Marketing/Business Model Boot Camp: Blue Plate Special, a la Carte, or All You Can Eat (Part 5) by Nilofer MerchantDo you remember a time when most restaurant meals were the sit down, full-service, dessert-included variety? Even if all you wanted was a cup of soup or a simple salad, you were offered the blue plate special with everything at one price. Then the culinary folks came up with small ... more
- High Tech Marketing/Business Model Boot Camp: Go-to-Market Mix in the Web 2.0 Era (Part 4) by Nilofer MerchantWeb 2.0 has changed what product definitions look like, and how things that are sold as 'free' can make money. So while the 4 Ps are a good start as buckets, let's update them for today's era and discuss what you need to be doing to keep your mix both ... more
- 'Value' Does Not Equal Low Price: How to Deliver Real Value to Your Customers by Edward HellenbeckEvery day, we are reminded that providing value to customers is a surefire route to success. True enough. But do you know what that really means? The concept of customer value has been around for over 20 years, and many books and articles have been written about it. Yet its ... more
- Common Pricing Traps to Avoid by John Hogan, Tom Lucke
- Managing the Risky Business of Marketing by Wayde FleenerMarketing is a risky business. Despite all the efforts at market and product research, customers are hard to read, and they don't always respond to offers the way marketers expect them to. It's probably no coincidence that CMOs have the shortest average job tenure among all C-level executives, according to ... more
- The Next Generation of Web Analytics by Xavier CasanovaThe Web analytics space is hot, customers are engaged, consultants busy, vendors optimistic. There's no question this is a healthy "industry." But intense competition among the top vendors has somewhat killed product innovation. Unfortunately, that's happening at a time when the next generation of the Internet—what some call Web 2.0—needs a ... more
- Common Pricing Traps to Avoid by John HoganIt is essential for companies to develop better pricing strategies for a larger and more complex worldwide marketplace. Our research shows that there is less than a 50% chance that new products will hit their volume and profit goals. Though there are numerous reasons for these failures, ineffective pricing strategies ... more
- How to Determine the Best Price for Your Product or Service by Nick UsborneWhen you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility. But if you are selling something less tangible—like a service, a subscription, a seminar or downloadable report or book—the range of prices you can charge is very broad, and often surprising. more
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