..ne perkthim prej ang-ne shqip kete material se e kam per provim
Ju lutemi keni miresi se nuk e njoh mire anglishten......
Pricing has traditionally been considered a me-too variable in marketing strategy.
The stable economic conditions that prevailed during the 1960s may be particularly
responsible for the low status ascribed to the pricing variable. Strategically,
the function of pricing has been to provide adequate return on investment. Thus,
the timeworn cost-plus method of pricing and its sophisticated version, return-oninvestment
pricing, have historically been the basis for arriving at price. In the
1970s, however, a variety of events gave a new twist to the task of making pricing
decisions. Double-digit inflation, material shortages, the high cost of money, consumerism,
and Post-price controls behavior all made pricing important. Since then
pricing continues to play a key role in formulating marketing strategy.
Despite the importance attached to it, effective pricing is not an easy task,
even under the most favorable conditions. A large number of internal and external
variables must be studied systematically before price can be set. For example,
thereactions of a competitor often stand out as an important consideration in
developing pricing strategy. Simply knowing that a competitor has a lower price
is insufficient; a price strategist must know how much flexibility a competitor has
in further lowering price. This presupposes a knowledge of the competitor’s cost
structure. In the dynamics of today’s environment, however, where unexpected
economic changes can render cost and revenue projections obsolete as soon as
they are developed, pricing strategy is much more difficult to formulate.
This chapter provides a composite of pricingstrategies. Each strategy is
examined for its underlying assumptions and relevance in specific situations. The
application of different strategies is illustrated with examples from pricing literature.
The appendix at the end of this chapter summarizes each strategy by giving its definition, objectives, requirements, and expected results
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