Reflexões sobre o estabelecimento de preços a partir dos custos e dos preços das ofertas concorrentes: a lacuna pode não ser tão profunda

Amaral, Juliana Ventura; Guerreiro, Reinaldo

doi:10.11606/issn.1982-6486.rco.2018.143924

Cited by 3 publications

(4 citation statements)

References 20 publications

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“…Pricing is a competitive strategy and is typically hidden from customers (Indounas & Avlonitis, 2011; Ingenbleek & Van der Lans, 2013). Regarding global pricing strategies, the price is predominantly based on cost, the value perceived by customers, and competition (Amaral & Guerreiro, 2018; Hinterhuber, 2008; Indounas & Avlonitis, 2011; Ingenbleek et al, 2003; Ingenbleek & Van der Lans, 2013; Liozu et al, 2012). These approaches can be applied to the pricing of existing products, new products, and products under development (Ingenbleek et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

“…Despite the significance of pricing as a strategic element, available literature shows that research on the subject has seldom appeared on the radar screens of academics and practitioners (Avlonitis & Indounas, 2005, 2006; Carricano et al, 2010; Den Hertog & Thurik, 1995; Indounas, 2009). According to Amaral and Guerreiro (2018), relevant empirical studies on the topic, both national and international, remain scarce. Seeking to fill this gap in the literature, Oyadomari et al (2018) discussed pricing in the light of different objectives and purposes.…”

Section: Introductionmentioning

confidence: 99%

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Pricing Research: State of the Art and Future Opportunities

2021

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The most commonly used pricing approaches adopted by companies worldwide are based on costs, customer value, and competition. The purpose of the present study is to review the current status of publications on pricing globally with the addition of Brazilian literature, identify the most cited authors and highest publishing institutions, and outline further research opportunities. To this end, we use the bibliometric method to analyze relevant publications from the following four databases: Web of Science, Emerald, Elsevier, and Spell. A total of 286 papers from 195 periodicals and 31 journals (primarily from marketing, accounting, economics, and production engineering) are reviewed. The findings show that pricing is a complex and multifaceted topic involving far more than merely establishing selling prices, and that pricing managers face substantial challenges. The results also reveal that the cost-based pricing approach is superior to the perceived customer-value-based and the competition-based approaches. Finally, the findings show that pricing remains an underresearched topic, and is thus a fertile ground for further investigation.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Pricing Research: State of the Art and Future Opportunities

2021

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“…According to Singh ( 2016), an important factor in determining the right prices for a commodity is the cost of production, the marketing strategy and advertising costs, the distribution costs the macro environmental factors. Strategies to commodity pricing embeds on cost-plus basis, value basis, competition, input size, discount, unprofitable guide (promotional price), and psychological (influencing consumer behavior such as KShs 999 as opposed to KShs 1000) (Amarala & Guerreiroa, 2018). It is therefore in order to state that prices guide organizations in understanding the value of the product.…”

Section: Marketing MIX Theorymentioning

confidence: 99%

Relationship between Product Promotion Strategy and Organizational Performance of Maize Seed Companies in Kenya

2024

JMC

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Organizational performances of seed companies' encounter competitive market forces that exposed the vulnerability of industry in today's economy. New company concepts, varying customer wants and sophistication, and fierce market rivalry have altered business practices. The issues that companies' organizations confront today across the world include new advancements and an unpredictable, dynamic market. The main purpose of the study was to evaluate relationship between product promotion strategy and organizational performance of maize seed companies in Kenya. The study was guided by Marketing Mix Theory. This study adopted correlational research design. The target population was 1014 employees from 14 maize seed companies in Kenya. The sample size was determined using Yamane (1967) formula which gave a sample size of 286 respondents (114 Marketing officers & 172 Sales officers). Data collection instrument for the study was questionnaires. The data collected was analyzed using descriptive and inferential statistics. Analyzed data was presented using tables. The study results showed that product promotion strategy influence on organizational performance of maize seed companies in Kenya. Maize seed companies use direct marketing which has led to an increase in profit. Maize seed companies in Kenya use advertising to present product and ideas to the customers. Product promotion strategy has a positive and statistically significant effect on organizational performance of maize seed companies in Kenya with (r=0.652; p<0.05). In conclusion sales promotions increase sales volumes, attract new customers, encourage loyalty and repeat purchases, get insights into customer behaviour and respond to opportunities in the market. The study recommends to the managers of maize seed companies to factor in sales product promotion to create customer-product interest and brand awareness since majority of the maize seed companies in Kenya do not access all potential customers because of limited sales promotion.

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“…Generally, pricing strategy is formulated majorly on the basis of cost, perceived customers' value and competition (Mattos, et al, 2021;Amaral & Guerreiro, 2018). These three pricing strategies have been used for new and existing products, as well as to determine new products development (Ingenbleek et al, 2013).…”

Section: Nigerianmentioning

confidence: 99%

Pricing Strategy and Customer Retention in Nigeria National Petroleum Corporation Retail Outlets, South-West, Nigeria

2022

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Given that today's consumers are more informed about what they want and how to obtain it cheaply, managers must be more strategic and pro-active while making decisions relating to price system. In a selected South-West retail outlets of the Nigerian National Petroleum Corporation (NNPC), this study investigates pricing strategy and its relative effect on customer retention. Questionnaire was used to collect primary data from a sample of 384 customers drawn from six mega stations and twelve affiliate stations located in the region. Multiple regression analysis was used to test the hypotheses formulated. Results indicated that pricing strategy has a significant impact on customers' retention. The study concluded that pricing strategy adopted in NNPC retail units must be in tune in determining customer retention, thus, it was recommended that management of NNPC retail outlets must consider pricing system as an integral part of their marketing strategy.

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Reflexões sobre o estabelecimento de preços a partir dos custos e dos preços das ofertas concorrentes: a lacuna pode não ser tão profunda

Cited by 3 publications

References 20 publications

Pricing Research: State of the Art and Future Opportunities

Pricing Research: State of the Art and Future Opportunities

Relationship between Product Promotion Strategy and Organizational Performance of Maize Seed Companies in Kenya

Pricing Strategy and Customer Retention in Nigeria National Petroleum Corporation Retail Outlets, South-West, Nigeria

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