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Marketing Articles: Pricing

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  • Bah, Humbug to the Downturn!
    Few companies have been spared the ravages of the recession, but some strategies seem to be working to help small businesses stay afloat. In a recent article at Inc., Elizabeth Wasserman suggests tactics that small retailers might employ to add some ho-ho-ho to the late-holiday sales season—and boost results in the ... more
  • Worth Every Penny
    Why would anyone drive a BMW or shop at Nordstrom when, for a fraction of the price, they could drive a Volkswagen or shop at JC Penney? "[P]eople make trade-offs in their spending," writes Dale Furtwengler in his book Pricing for Profit. "They'll pay as little as possible for things ... more
  • Over Before It Starts
    Those of us who check multiple email accounts throughout the day can hardly imagine a world in which people don't read messages as soon as they receive them. But in a post at the Retail Email blog, Chad White reports on a Pivotal Veracity study that found email recipients in August ... more
  • Penny Wise, Pound Foolish
    "Here's the scoop," writes Greg Verdino in a post at his blog. "I drive a Nissan Altima and I've been reasonably happy with it. It's neither the best car I've ever owned nor the worst, but I'm not a car guy so if it gets me from point A to ... more
  • Risky Business
    "Having an offer for your products or services that is truly risk-free might be just the ticket you need to really make a difference in your email marketing campaigns," says Janine Popick in a post at her Vertical Response blog. She points to retailers like these that generate customer loyalty and ... more
  • Free Shipping!
    Free shipping offers can cost your company a bundle, but they may produce ROI that makes them worth the expenditure. As you explore your options, you will probably be interested in a whitepaper from Experian CheetahMail that examines questions like these: Are more companies deploying free-shipping emails? ... more
  • Stay Tough, Stay Trendy
    Want to boost search results? Try benchmarking based on the latest trends, says Performics' Michael Kahn in a Chief Marketer article. An analysis by Performics of data from more than 200 paid-search programs uncovered some important shifts this past spring within many actively managed search campaigns; they could signal the ... more
  • Would You Like a Tattoo With That?
    "Hoping to keep its 119 rooms filled," writes Hugo Martín at the Los Angeles Times, "Hotel Erwin on Venice Beach is offering an unusual promotion for its countercultural clientele: an Ink and Stay package that includes $100 toward a tattoo and a bottle of tequila to numb the pain." The ... more
  • Try an Event-Driven Email
    In a post at the Email Wars blog, Dylan Boyd praises a recent message from Banana Republic. The minimalist email used simple text on an all-black background to announce an online sale that took place on 09.09.09. The copy read like this: "9 Hours Only! 20% off our favorite styles ... more
  • Frugal Consumers to Keep Retail Sales Flat
    Frugal consumers are choosing to put more of their money into their savings accounts rather than into retailers’ cash registers, which translates into a glum forecast for retailers. more
  • Retail Price and the Impact of Commodity-Price Inflation
    by Joy Joseph
    In 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
  • Stand Up to Stand Out
    According to Madison Riley and Brooks Kitchel of Kurt Salmon Associates, retailers often respond to sluggish sales by slashing prices and hoping to beat the competition on value. But there's a problem. "Contrary to the common practice of deep discounting in troubled times," they argue, "competing on compelling products is ... more
  • Tried-and-True or Just Plain Blah?
    Everywhere we look, ever since we can remember, we see that price ending: .99. But does using this just-below-a-round-number pricing system always produce optimum results for merchants? Might other pricing options produce better results? Some researchers recently took a fresh look at pricing, and their results suggest it may be time ... more
  • The Tao of Green Marketing
    by Irv Weinberg, Carolyn Parrs
    Consumers 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
  • Brand-Switching: Less Risk = More Switch
    Frugal American consumers have forsaken their favorite national brands in the case of many food and household, health, and personal-care products, but they are reluctant to switch to store brands on purchases for children and pets. more
  • Navigate These Waters with Care
    In an article at MarketingProfs, Christian Shea challenges the conventional wisdom that those who maintain a robust marketing budget are more likely to power their company through the recession. "Massive consumer-based brands such as BMW, Dell, and Wal-Mart are so tied to marketing as part of their business strategies," he ... more
  • Get Lost
    June is a hectic month for bike shops, says Seth Godin in a post at his blog. "If you bring your bike in for a tune up, it will cost $39 and take a week. A week!" Those who ask for a quicker turnaround will often find they're out of ... more
  • Knowing How to Cut
    When spending must be cut, and it's just a matter of determining where, you face a process fraught with potential pitfalls. Here's some help. In a post at Harvard Business Online, Rita McGrath highlights key takeaways from a workshop on avoiding the traps that companies often encounter when trying to ... more
  • Pick a Price, Any Price
    When you have customers scrambling to make ends meet, or cutting back on unnecessary expenditures, it might seem foolhardy to let them set prices for your product or service. But Sam Lippert of the Java Street Cafe in Kettering, Ohio, took a chance on that risky strategy. He told diners ... more
  • Recession Marketing II: <br>What NOT to Cut
    In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a look at a few line items you should probably keep intact—or even fund a bit more. According to Pat LaPointe ... more
  • Recession Marketing I: What to Cut
    Welcome to MarketingProfs' inaugural issue of Marketing in a Downturn. We are glad you signed on to receive these once-a-week guides to navigating rough economic seas—and safely making it through to the upturn. We will chart this course together. But if you wish to opt out, just click on the link below. ... more
  • Benchmarking: A Best-Practice for Improving Marketing Performance (Part 2)
    by Laura Patterson
    Knowing 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
  • Make Friends with the Great Disruption
    In a recent post at Harvard Business Online, Scott Anthony coined the term Great Disruption to describe our current economic climate. "In the Great Depression," he reasons, "demand, output and wages declined across the board. Today's times are different. It isn't just that demand is sagging. It's that change is ... more
  • How Packaging Your Offering Enhances Your Brand
    by Anthony Cirillo
    Is 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
  • I Know What You Did Last Summer
    "Online behavior is not limited to purchasing activity alone," says Sheldon Gilbert in an article at MarketingProfs. "To truly understand someone's buying potential, you need to see more than that. You need to know what they are looking at, what they are searching for and what they have recommended to ... more

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