O'Reilly logo

Marketing by Geoff Lancaste, Paul Reynolds

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

11

Pricing

11.1 Introduction

Whatever strategic route a company chooses in its approach to pricing, the end price of its products is the ultimate determinant of the amount of money a company is able to make. Company objectives are guided and influenced by market conditions and price must be a function of such conditions, so the achievement of company objectives often necessitates compromise over the amount of profit that can be realised. The importance of price as a function of the marketing mix varies from market to market, but it is not always the most important factor in the buyer’s decision-making process. For the seller, since price determines the amount of profit or loss, it is crucial that pricing is approached in a disciplined and orderly ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required