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Latest Pricing Insights from PriceBeam

10 Pricing Areas that Marketing Should Care About

Posted by PriceBeam on August 3, 2022

Who owns the pricing discipline in your company? Who should own it? Some organizations have dedicated "Pricing" or "Revenue Growth" departments, whereas others leave it to the classical departments of Finance, Sales or Marketing. This article suggests that regardless of where the responsibility lies today, Marketing should be heavily involved and more often than not "own" the price setting process. 

Conversely, the marketing team should also take ownership and not shy away from the pricing discipline. Pricing is one of the classical 4P's as described by famous professor and author Philip Kotler. Price sets the tone of the brand. Price is important. 

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Topics: Marketing, value communication, branding

What does your Price Positioning say about your Brand?

Posted by PriceBeam on June 16, 2020

Your brand is your promise to your customers. It’s what they are expecting from you when buying your goods or services. Pricing is just as important to brand equity as other differentiators, as one function of a price is that it conveys a quality message and therefore, can influence the conceptual place your brand takes in the target consumer’s mind.

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Topics: Marketing, price positioning, market research, value communication

About This Blog

Readers of this blog will find a wealth of articles about price optimization, price research and willingness-to-pay analysis. PriceBeam offers scientific as well as fast and cost-effective price research.

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