3.3: Internal Considerations Affecting Price Decisions
The internal organizational factors impacting price decisions are as follows:
- Marketing Strategies- Strategies like Segmentation, targeting, and positioning are integral to pricing decisions as they help identify who the customers are, what they value, and how much they are willing to pay. It enables firms to set prices that attract their target customers while maximizing profitability.
- Company Objectives- Objectives like profit maximization, market penetration, and product-quality leadership influence price decisions. If the goal is to position the product as high-end or luxury, a higher price reflecting this premium perception is chosen.
- Marketing Mix Strategies- The marketing mix elements- product, place, promotion, and people - influence pricing. For example, a company can charge a premium price if a product is unique or highly differentiated. Similarly, the 'place' element can affect pricing - a product sold in upscale retail locations might warrant a higher price than one sold in discount stores.
- Organizational Considerations- Decisions about who sets the price can vary from top management to the finance department or the marketing team. The authority to make pricing decisions can influence how prices are set and adjusted over time.
These factors must align with the company's overall objectives and market position.
