Product Positioning & Pricing

Positioning Strategy

Product Positioning

Positioning Erro

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Price SensitivityCo

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Pos

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Price Sensitivity: Factors And Scope

Price Sensitivity: Factors And Scope

Very Critical Aspect

Helps In Protecting Profitability &

To Become A Better Sales Person

 The Customer Experience:Customer Satisfaction, Brand Loyalty And Customer Retention Inversely Related To Price-sensitivity

Customer Involvement:Active Customers: Less-price Sensitive

Niceties Versus Necessities

Uniqueness Of The Product:

Buyers Less-sensitive To Unique ProductsTough To Justify It For Common Products

Substitutes And Competitors: 

The Lesser The No. Of Competitors and Substitutes, The Lesser The Impact Of Price-Sensitivity

Brand Image:

Consumers Switch Between Suppliers Of Gas On The Basis Of Price;

More Likely To Stay With A Fashion Label Despite Price Increases.

So, The Higher The Brand Image, The Lesser The Impact Of Price-sensitivity

Potential Customer’s Spending Power:

Summary:

Bibliography:Books:Marketing management: Arun Kumar and N. Meenakshi, 1st Edition

Marketing management: Philip Kotler, 13th Edition

Website:http://www.tomreillytraining.com/Ezine%207-15-08%20FiveFactorsAffectPriceSens.htm

http://www.mbanotesworld.in/2009/09/factors-affecting-price-sensitivity.html

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