마케팅 11과 케이스

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PYLESS SHOE SOURCE
Question. Which of the different product mi pricing strategies discussed in the tet applies best to PayLess’s new strategy? Discuss this in detail.
The strategy for setting a product’s price often has to be changed when the product is part of a product mi. Companies usually develop product lines rather than single product. Product mi means in the same companies have many type product with they are brands it sold. Product mi pricing strategies consist of five elements which is product line pricing, product bundle pricing, by-product pricing, captive product pricing and optional-product pricing. In this case, the product mi pricing strategy Payless use is product line pricing. Product line pricing is setting the price steps between various products in the product line based on cost differences between the products, customer evaluations of different features and competitor’s prices.

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