MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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V. GENERATION OF ALTERNATIVE MARKETING PLANS

B. 2. B.  Execution - Alternatives

 The purpose of this section is to propose alternatives for how an organization is achieving its pricing objectives.   Sometimes setting a low or a high price for an item is no guarantee that the low or high price will actually be passed along to consumers.  The organization can only manipulate it's own policies it cannot dictate pricing policies to the channel of distribution. 

 Organizations set their own prices and then can manipulate other variables such as discounts, allowances, coupons, and special offers to help achieve its pricing policy.

 

 

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Internal Situation Analysis
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Generation of Alternatives

Evaluating Alternatives

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