Featured Article
The impact of pricing decisions on corporate performance is hard to detect. More so when a company is operating globally, and currency exchange rates fluctuate. Enter the Price-Volume-Cost-Mix-Currency Analysis. Price capture at the global level can rise or fall with currency fluctuations at the local level. And currency exchange rates can go up or down and fluctuate wildly or predictably. For instance, between November 27, 2020, and November 26, 2021, the Turkish…
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How do you market a product that is still federally illegal? There is a form of marketing that’s ideal for marijuana – it’s called guerrilla marketing. It uses cost-efficient techniques to capture brand awareness with the target market without interrupting them.
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Campbell Soup Co. (CPB) announces price increases to counter rising steel costs, Taiwan Semiconductor Manufacturing Co. announces price increases ahead of fall negotiations, and MCR Hotels starts charging for previously free amenities.
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Sometimes – ok, maybe often – a pricing study delivers facts that are in opposition. One measurement indicates the price should be high, while a different measurement indicates the price should be low. What should be done?
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Shepherding a management decision can be difficult. Without a story, it is nearly impossible. Pricing professionals have many tools in their toolboxes, but I advise all of you to not underestimate the power of storytelling in your pricing projects.
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