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Marketing Articles: Pricing

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  • Case Study: How a Technology Services Company's Online Marketing Campaign Generated a 30-Times ROI
    by Laurie Lande
    BearingPoint, a global provider of management and technology services, had won a major contract to implement a complicated voice over Internet protocol (VoIP) system for a financial company and wanted to leverage off that success. But it was competing with larger telecommunications brands to educate potential new customers about the ... more
  • by Jerry Kirkpatrick
    The 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
  • Case Study: How a Long-Running Tool Infomercial Has Kept Sales and ROI Strong for Six Years
    by Stephanie G. Hlavin
    How do you sell a niche product with a limited potential audience? Try an in depth-television infomercial. Professional Tool Manufacturing's infomercial for Drill Doctor, a drill-bit sharpening machine, is one of the longest-running infomercials in TV history. It has consistently driven retail sales—more than two million Drill Doctors have been ... more
  • by Joy Joseph
    As 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
  • by Paul Paetz
    Most 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
  • by Hank Stroll
    This 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
  • Case Study: A Nonprofit Crafts a Compelling DM Strategy and Exceeds Its Conference Goals by 25 Percent
    by Jennifer Natsu
    The Points of Light Foundation's annual event had grown moribund, and the house list stagnant, says Chief Creative Director Todd Potochnik. But he and his team were able to boost attendance from the previous year's conference by more than 25% and garner an 85% "satisfactory or above" approval rating from ... more
  • Case Study: How an Online Retailer Grew Revenue 161% Year over Year
    by Jennifer Natsu
    The Sideways Wine Club, launched in April 2005, improved sales 161% year over year through July 2006, despite the fact that most online wine marketers experience an average visitor-to-buyer conversion rate of about 0.0085, or 0.85%, much lower than most other online retailers' conversion rates. The company's founder, Dave Chambers, ... more
  • by Peter Cohan
    Practicing 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
  • Case Study: How a Small Specialty Software Company Got on Fortune 100 Companies' Radar Screens
    by Elaine Fogel
    A software company in rural Montana was able to acquire major pharmaceutical company accounts and increase tradeshow traffic 300% by developing and promoting the educational content that its target industry craved... more
  • by Jeff Thull
    There 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
  • by Tom Asacker
    Make 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
  • by Christopher Doran
    B2B 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
  • by Nilofer Merchant
    Do 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
  • by Nilofer Merchant
    Web 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
  • by Xavier Casanova
    The 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
  • by Nick Usborne
    When 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
  • by Jeff Thull
    Rapid commoditization of products and services is exasperating even the most skilled professionals. The solution provider is struggling to differentiate its unique products and services. Simultaneously, customers are putting the squeeze on margins and driving unique value to the lowest common denominator—price. How is this happening? Why is the trend ... more
  • by John Hogan
    Most companies are missing a significant opportunity to maximize revenue and profits due to dysfunctional pricing strategies. more
  • by Hank Stroll
    How does a writer develop a niche and stand out from the competition? Also this week, read your answers to last week's dilemma: How do we get paid what we are worth? more
  • by Hank Stroll
    his week: How can a small company overcome the pricing battle? Also this week: What are your definitions of these key marketing phrases? more
  • by Hank Stroll, Yvonne Bailey
    This issue’s dilemma asks, Can a company successfully position a product for launch in several markets simultaneously? Also this week: Sometimes, you need to cut your losses and move on. more
  • by Hank Stroll, Yvonne Bailey
    What’s your best advice for returning pricing to market levels without alienating our customers? Also this week: How do we decide which launch channels to use? more
  • by Hank Stroll, Tamara Halbritter
    How do you pitch quality over products that smell like a rush job and look and act cheap? Also: what's the best way to promote high-quality products that require some investment of time and dollars? more
  • by Dana Blankenhorn
    Once you have a product or service, you have to set a price for it. This may be the most misunderstood exercise in all of marketing. Lucky for you, Dana is prepared to clue you in. Ready? more

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