Pricing to sell

Zid, Linda Abu-Shalback
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p7
This article presents results of a survey of executives conducted by the Institute for International Research and pricing application provider Zilliant. While pricing is prominent for marketers as one of the four Ps, it does not seem to be top of mind for all executives. According to the survey only 44% of companies polled have a dedicated pricing department or even an individual with pricing responsibility. And only 56% of companies polled said they have any sort of pricing strategy in place. Pricing was considered a top priority for only 35% of companies in the poll of 70 business executives. Spreadsheet programs are used by 61% of companies to determine price, rather than specialized pricing applications from vendors. The main obstacle for improving pricing policies was data cleansing.


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