عنوان انگلیسی مقاله:

Pricing strategy: A review of 22 years of marketing research

ترجمه عنوان مقاله: استراتژی قیمت گذاری: مروری بر 22 سال تحقیق بازاریابی

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This article investigates the development and current state of pricing strategy research by undertaking a content analysis of 515 articles published in leading academic journals between 1995 and 2016. The results suggest several developments in research focus and methodology; recent research has focused more strongly on services and applies more rigorous research designs. The results also indicate a persistent focus on consumer markets and economic theories, as well as an increasing consideration of demand-side respondents, at the expense of supplyside respondents. An important feature of this review is a set of actionable takeaways, with both theoretical and methodological implications for pricing strategy research.

Keywords: Pricing strategy, Literature review, Content analysis, Marketing, Takeaways

مقدمه مقاله

Pricing has always been an integral component of marketing(Borden, 1964); of the traditional marketing elements, only pricing creates revenue (LaPlaca, 1997; Shipley & Jobber, 2001). As Morris (1987, p. 79) notes, “one of the more basic, yet critical decisions facing a business is what price to charge customers for products and services.” This decision is particularly critical in what The Economist (2013) calls the “age of austerity” an era characterized by sales stagnation, no reasonable possibility of cutting costs further, and price as the onlyremaining lever. In this competitive environment, more than ever, a sound pricing strategy is required to facilitate customer value creation, structure price decisions, and earn a profit (see Lancioni, Schau, & Smith, 2005); Hinterhuber and Bertini (2011) caution that a deficient pricing strategy inhibits profitability.

According to Gijsbrechts (1993, p. 115) though, “developing an appropriate pricing strategy is both crucial and highly complex.” Prior research emphasizes its dependence on various factors, such as the environment (Diamantopoulos, 1991), firm objectives, customer characteristics (Tellis, 1986), and the pricing situation (Noble & Gruca, 1999). Different pricing strategies in turn reflect these contingencies, such as price skimming, penetration pricing (Noble & Gruca, 1999; Tellis, 1986), price bundling, price promotion, or complementary pricing (Gijsbrechts, 1993). For the current study, a pricing strategy is the mean to determine relative price levels by considering influentialfactors and thereby realizing certain business objectives in a specific situation (Noble & Gruca, 1999; Tellis, 1986). Accordingly, “a pricing strategy provides a systematic delineation of the elements that must be managed to achieve profitable performance in a business” (Cressman,2012, p. 246). Generally, these elements include the intended pricing objective (e.g., profit maximization), the relative target price level (associated with cost, competition, and/or customer value), and the internal and external factors (e.g., market environment) that face the business (Noble & Gruca, 1999).

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