How Should they Affect Pricing Decisions? Difficult Comparison Effect
Mostra/ Apri
Data
2007-01Autore
Micu, Angela Eliza
Micu, Adrian
Metadata
Mostra tutti i dati dell'itemAbstract
In most companies, there is ongoing conflict between managers in charge
of covering costs (finance and accounting) and managers in charge of satisfying
customers (marketing and sales). Accounting journals warn against prices that fail
to cover full costs, while marketing journals argue that customer willingness-to-pay
must be the sole driver of prices. The conflict between these views wastes company
resources and leads to pricing decisions that are imperfect compromises. Profitable
pricing involves an integration of costs and customer value. To achieve that
integration, however, both need to let go of misleading ideas and form a common
vision of what drives profitability.
Collections
- 2007_fascicula1 [18]