Common mistakes in pricing strategies
- Pricing decisions are too heavily biased towards cost structures and
fail to take sufficient account of either competitor's or customers'
potential response patterns.
- Pricing decisions are set independently of other mix elements and
without sufficiently explicit account being taken of them (advertising,
positioning, etc.), taken out of concern for the mix.
- Too little account is taken of opportunities greatly between different
segments of the market.
- Prices often reflect a defensive rather then offensive posture, will
not think through only react against.
Other pricing factors
 Corporate
objective
Strategic
pricing process
Alternative
pricing strategies
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