Pricing and Revenue
Wk 6 Discussion 1 – Pricing and Revenue
Refer to this week’s learning materials. They are intended to help you engage effectively in this discussion.
Due Thursday
Write a 250- to 300-word response to the following:
Consider the 5 P’s of marketing. Four of the 5 represent costs, while pricing is a source of revenue.
Explain the importance of pricing across the marketing matrix.
Predict the importance of pricing decisions over the next 3 to 5 years.
Support your ideas with two examples from your professional practice or doctoral research.
Wk 6 Discussion 2 – Services Marketing
Refer to this week’s learning materials. They are intended to help you engage effectively in this discussion.
Due Saturday
Write a 250- to 300-word response to the following:
Banking, internet connectivity, health care, and many other markets represent services provided directly to a customer.
Explain the importance of services marketing in the current economy.
Summarize why you think services marketing will, or will not, grow in importance.
Support your ideas with two examples from your professional practice or doctoral research.
Readings.
A Preface to Marketing Management, Ch. 11
Read Ch. 11, “Pricing Strategy.”
A Preface to Marketing Management, Ch. 12
Read Ch. 12, “The Marketing of Services.”
MKT/711: Marketing and Managing the Customer Relationship
Internet, Website, and Social Media Advertising
Baswan, T., & Fatima, F. (2019). A study on the relationship between gender preference and brand experience with reference to Amazon brand. IUP Journal of Brand Management, 16(4), 64-77.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378-387.
Rubin, D., Martins, C., Ilyuk, V., & Hildebrand, D. (2020). Online shopping cart abandonment: A consumer mindset perspective. Journal of Consumer Marketing, 37(5), 487-499.
Wang, M., Cho, S., & Denton, T. (2017). The impact of personalization and compatibility with past experience on e-banking usage. The International Journal of Bank Marketing, 35(1), 45-55.
Assignment Content
The rapid proliferation of the internet, website, and social media advertising has disrupted the marketing process in a variety of ways. Some companies have been able to adapt to new business models while Wk 6 – Internet Marketingother companies struggle.
Select one company that has successfully adapted to changing markets and one that has not successfully adapted to the changing markets. Compare how the companies responded to eCommerce and the digital market.
Create a 12- to 16-slide presentation to share your findings in which you:
Describe each company.
Summarize the strategies pursued to engage the digital market. Consider the 5 P’s of marketing: products, price, promotion, place, and people.
Summarize the successes and failures of each company.
Explain ways each company could have been more successful with the transition to digital marketing.
Format any references according to APA guidelines.
Submit your assignment.
Answer preview to Pricing and Revenue
14 slides