Professional Documents
Culture Documents
Product Alter
improvement marketing
Cost strategy
reduction
Add Eliminate
new Product line specific
product(s) Strategy product(s)
Illustrative Pricing Strategies
High Active Strategy: Role of Price
High
symbolically position products .
Less subject to retaliation by
competitors if differentiated properly .
Low
Low Active Strategy Low Passive Strategy
High Passive Strategy:
Essential to gain the margins
necessary to serve small target
markets & Produce high quality
products
Marketed by featuring non-price
factors rather than using high active
strategies.