Price Policy
The purpose of this essay is threefold. First,to identify specific factors and the environment affecting an export price policy. Second, to analyse thisthese factors within our firm and to extract the best decisions given our starting point. Finally, to consider the above and to give guidelines governing thatwhat should be applied in the international marketing price. It should be noted that in some cases due to an information deficiency, assumptions should be madee.
“Pricing is the moment of truth” (Stottinger,2001). Probably this affirmation is essentially valid in domestic marketing, even more in international marketing. Surprisingly, the literature in this area is characterized by a gapthere is a gap in the literature in this area. Given theirits importance, pricing havehas not attracted much academic research interest compared with other tools of marketing (Stottinger, 2001). Nevertheless, this should not be and cannot be a barrier for the quality of this essay.
Albaum and Duerr (2008) no havehave not given a clear message regarding the level of difficulty about practice of establishing an international price. However, for a large influx of authors export price differs from domestic price, and due to thatthis the environment is sui generis in each country (Jain, 1989).It is the writer´s opinion that an overview of the challenge gives the impression that it is somewhat more difficult than in domestic marketing. Sometimes the pricing affair is too tangled to be pliant to a general sort of description (Diamantipoulous and Mathews, 1995). In summary, despite of finding similar market threats in the international “arena”, every market havehas non-identical consequences and a “constellation”of elements (Kublin,1900).
All of this leads to talk of international factors affecting pricing. The goal is to analyze the factors and bring them in line with our product. Sometimes these factors are so-called such aslabelled “Internal” and “External” factors (Tellis,
“Pricing is the moment of truth” (Stottinger,2001). Probably this affirmation is essentially valid in domestic marketing, even more in international marketing. Surprisingly, the literature in this area is characterized by a gapthere is a gap in the literature in this area. Given theirits importance, pricing havehas not attracted much academic research interest compared with other tools of marketing (Stottinger, 2001). Nevertheless, this should not be and cannot be a barrier for the quality of this essay.
Albaum and Duerr (2008) no havehave not given a clear message regarding the level of difficulty about practice of establishing an international price. However, for a large influx of authors export price differs from domestic price, and due to thatthis the environment is sui generis in each country (Jain, 1989).It is the writer´s opinion that an overview of the challenge gives the impression that it is somewhat more difficult than in domestic marketing. Sometimes the pricing affair is too tangled to be pliant to a general sort of description (Diamantipoulous and Mathews, 1995). In summary, despite of finding similar market threats in the international “arena”, every market havehas non-identical consequences and a “constellation”of elements (Kublin,1900).
All of this leads to talk of international factors affecting pricing. The goal is to analyze the factors and bring them in line with our product. Sometimes these factors are so-called such aslabelled “Internal” and “External” factors (Tellis,
Bibliography: Stottinger, B. (2001) Strategic export pricing: a long and winding road. Journal of International Marketin, 9 (1). 40-55 Jain, S.C (1989) “Standardization of international marketing strategy: some research hyphoteses” Journal of marketing, Vol 53, January, pp.70-9 Kublin, M. (1990) “A guide to export pricing”, Industrial Management, Vol.32 No.3, pp. 29-32 Diamantopoulos, A. and Mathews, B. (1995), Making pricing decisions: A study of Managerial Practice, Chapman & Hall, London. Mathews, B. Cavusgil, Diamantopoulos, A. (2002), Antecedents and actions of export pricing strategy: A conceptual framework and research propositions. European Journal of Marketing, Vol. 36, No ½, 2002, pp. 159-188.