Quick Reads: Pricing

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Nobody Wants to Be a TightwadCustomer Insight
It would be logical for consumers to use a coupon to save money rather than pay full price for a purchase. The notion just makes sense. Yet redemption rates for ...
Simple Evaluation Can Resolve an Ineffective CampaignSmall Business
Though they're a great way to boost short-term sales of products and services, promotions can also lose their impact over time. Senior marketing consultant and MarketingProfs seminar presenter Michael Goodman ...
Use Promotions to Develop Relationships That StickSmall Business
"There are several reasons why smart marketers promote their products and seek short-term volume increases," claims senior marketing consultant and MarketingProfs seminar presenter Michael Goodman. And the reasons extend beyond ...
Price Reductions Can BackfireSmall Business
The goal of marketing promotions is to stimulate short-term sales. This dictum leads many marketers and small-business owners to reduce prices. However, as Michael Goodman explains, cost cutting is not ...
How Much Should You Charge for Consulting Services?Small Business
Setting fees for consulting services is a subject near and dear to the heart of every marketing consultant. Michael Goodman believes there are three philosophical approaches: Hourly or per-diem means ...
Putting the V.I. back into V.I.P.Small Business
The concept of holding special V.I.P. sales for your best customers and the relatives of employees is nothing new. It's a win-win situation: Those most responsible for your company's success ...
Managing the Most Costly Slice of the Marketing MixSmall Business
"Advertising is very often the most costly and visible element of the marketing mix," explains Michael Goodman. "It's not uncommon for advertising to represent the largest single component." There are a ...
Make Sure Your Online Pricing Doesn't Alienate Offline RetailersSmall Business
The Internet can create pricing quandaries for small businesses. How should you price your product when you sell direct though your company Web site and ALSO through your channel partners ...
Be Careful with Discount PricingSmall Business
Companies use discount pricing for many reasons: To stimulate short- term sales; to match a competitor's price reductions; to get high-traffic display space at a major retailer. ...
Six Questions to Ask Your Customers Before You Set Your PricesSmall Business
"The overarching goal of marketing is to satisfy an unmet consumer need in a way that will ultimately deliver profit to the bottom line," explains Michael Goodman. Once you have ...
Let's Play the Price is RightSmall Business
Why would anyone pay $4 for a cup of Starbucks coffee, $320 for an Hermès scarf or $59,000 for a Mercedes-Benz E550 when many alternatives cost far less? The answer: ...
Pitching Services to Small BusinessesSmall Business
If you are a small business marketer who sells consulting services to other small companies, you've probably noticed that few small business owners will turn down free advice. But convincing ...