Pricing and Discounting

Book chapter


Bennett, DR, Scriven, J and Dunn, S (2017). Pricing and Discounting. in: Sharp, B (ed.) Marketing, Theory, Evidence, Practice Australia Oxford University Press. pp. 300-330
AuthorsBennett, DR, Scriven, J and Dunn, S
EditorsSharp, B
Abstract

Price is one of the elements that consumers consider when making a choice. It is part of a brand’s position, signalling quality or functionality as well as the cost of producing a product or service. Price can also be varied independently of the rest of the brand’s attributes; for example, offering a special reduced price, where it can be assumed that the rest of the brand’s attributes are unchanged. Price is not often the all-important factor for consumers. The cheapest brand is very rarely the biggest in any market. Most consumers spend little time considering price and have poor recall of the price they have paid for an item. Nevertheless, when price is varied, volume tends to change in line with basic economic theory—price up means volume down—but by different amounts in different circumstances. This chapter considers what marketers need to know about pricing to make better price- related decisions: how to set a price, and what will happen when competitive environment.

KeywordsPricing; discounting
Page range300-330
Year2017
Book titleMarketing, Theory, Evidence, Practice
PublisherOxford University Press
Place of publicationAustralia
ISBN978-0195590296
Publication dates
Print30 Nov 2017
Publication process dates
Deposited17 Feb 2018
Accepted05 May 2017
Accepted author manuscript
License
CC BY 4.0
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https://openresearch.lsbu.ac.uk/item/86w95

Accepted author manuscript

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