Consider the INNOVATION APPLICATION describing new approaches to the way in which price is presented to customers as part of the value proposition. What other ways can you identify for reinventing the price component of a company’s value offering? Are there ways of extending the approaches described in the APPLICATION into other sectors?
Answer to relevant QuestionsExplore the web site of British Airways (www.ba.com). Consider how the website can facilitate price discrimination. Suppose a firm is considering changing from a low-active price strategy to a high-active strategy. Discuss the implications of this proposed change. Discuss why it is important to consider pricing from a strategic rather than a tactical perspective. Compare and contrast the role of promotion in an international public accounting firm with promotion by American Airlines. Review the STRATEGY APPLICATION concerning Wyeth’s sales force initiatives. Discuss how these changes should be integrated with the drug company’s promotion and marketing strategies.
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