A survey from MARC Research found that among a variety of holiday specials and shopping tactics, store coupons and free-shipping offers were the two incentives most used by shoppers during the fourth-quarter 2009 holiday-shopping season. Read more: http:

Module 4 - Background

PRICING & MARKETING PLAN IMPLEMENTATION

This module introduces the subject of pricing and finalizes the marketing audit project, stressing the importance of an integrated marketing program.

Required Reading/Resources

The following reading list provides background information on pricing and price management in marketing.

Pricing. (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11388

Pricing (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from  http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11953

Lavinsky, D. (2013). Three steps to a solid marketing budget. Retrieved from  http://www.forbes.com/sites/davelavinsky/2013/06/07/three-steps-to-a-solid-marketing-budget/

Responding to a price transparent world: A paradigm shift for retailers. (2012). Retrieved from  http://www.cognizant.com/InsightsWhitepapers/Responding-to-a-Price-Transparent-World-A-Paradigm-Shift-for-Retailers.pdf

Burnsed, B. (2009, July 23). In luxury sector, discounting can be dangerous. Businessweek.

Catan, T., & Trachtenberg, J.A. (2012). US warns Apple, publishers. Wall Street Journal,259:55(March 9):A1.

Marketing arithmetic. McGraw Hill. Retrieved from  http://highered.mcgraw-hill.com/sites/dl/free/0074712292/98071/appendix_d_marketing_arithmetic.pdf

Christ, P. (n.d.). Factors affecting pricing decisions. KnowThis. Retrieved from  http://www.knowthis.com/principles-of-marketing-tutorials/pricing-decisions/factors-affecting-pricing-decision/

Cochran, C. (2006). Building a balanced scorecard. Quality Digest. Retrieved from http://www.qualitydigest.com/sept05/articles/05_article.shtml

Petro, G. (2013). Retail CEO perspectives on avoiding the “Race To The Bottom”. Retrieved from  http://www.firstinsight.com/blog/bid/266394/Retail-CEO-Perspectives-on-Avoiding-The-Race-To-The-Bottom

Henricks, M. (2010). Price-Cutting Peril: Do You Know What You’re Doing — Really?CBSMoneyWatch (November 19). Retrieved from  http://www.bnet.com/blog/business-myths/price-cutting-peril-do-you-know-what-you-8217re-doing-8212-really/477?promo=857&tag=nl.e857

Hess, M. (2011). 5 Ways a Business Plan Can Come Back to Bite You. CBS MoneyWatch(December 8). Retrieved from  http://www.cbsnews.com/8301-505143_162-57338800/5-ways-a-business-plan-can-come-back-to-bite-you/?tag=nl.e857

Hirsch, J. (2011). Honda in fight with TrueCar over prices displayed online. Los Angeles Times(December 15). Martin, A. (2011). TV prices fall, squeezing most makers and sellers. New York Times (December 26).

Mattioli, D. (2012). Nordstrom lowers price of rewards. The Wall Street Journal (January 10).

Perner, Lars (n.d.). Pricing. Consumer Psychologist. Marshall School. USC. Retrieved from  http://www.consumerpsychologist.com/intro_Pricing.html

Pricing decisions (n.d.). KnowThis. Retrieved from  http://www.knowthis.com/principles-of-marketing-tutorials/pricing-decisions/

Rafi, M. (2011). Ditch the discounts. Harvard Business Review; 89 (1/2), 23-5.

Ramsey, M. (2012). Glut of small cars tests Ford resolve. Wall Street Journal (January 11), B1.