Price 市场营销要素之一价格

Price
Price is one of the four Ps in the marketing mix and is yet another weapon in the marketing armoury. It is the most flexible factors in the marketing mix. List price is one of the fundamentals components of setting a price. List price is defined as, “Price normally quoted to potential buyers” (Boone, Louis E. and David L. Kurtz 718). The purpose of reducing price, which can stimulate consumption. when the production of alcohol is rising, but the sales are not increasing. Therefore, the government should through the lower prices to promote the alcohol sales, inhibit the growth of output. When the sales of alcohol increased but the production did not increase, the government should through the higher prices to inhibit the alcohol sales, promote the growth of output. And this can maintain a basic balance between production and sales. In accordance with products and market conditions, use of various pricing methods and strategies flexible, can attract customers and stimulate the purchase, expansion of product sales and achieve marketing targets. When putting the new brand of alcohol products into the market, price can be made higher, which can let customers have a good quality impression, establish a product's image, more conducive to attracting customers attention. Alcohol companies are able to allocate fundamental resources to researching consumer preferences, developing new brand of alcohol and promoting the alcohol on an international level. The market could make various discounts for alcohol, such as business discounts, quantity discounts, cash discounts and seasonal discounts. It could also increase or decrease the price of product if other stores have
the same product (Bitner, J. and Booms, B 45). When the customer purchase more packs of alcohol drinking, it can give them one pack free. Recent years have seen a growth in the value that youth civilisation attaches to brand labels and symbols and a move away from the healthy-living ethos. The alcohol industry's response to these trends has been to design alcoholic beverages that appeal to young people, using well-informed and precisely targeted marketing strategies. This has led to growing concerns about the implications for public health and a demand for tighter controls to regulate alcohol marketing practices (Cooke et al., 2002). Prior economic research on youth demand for alcohol provides strong support for the use of alcoholic beverage prices and other public policies in reducing youth drinking. Despite documentation of a correlation between alcohol and violence there is little consensus in the literature on the nature of the relationship between alcohol and violence(Nair, 2001). Therefore, the price should make more flexible, it will help to improve the overall competitiveness of markets
References:
Bitner, J. and Booms, B. (1981) Marketing strategies and organizational structures for service firms, in Donnelly, J. and George, W. Marketing, American Marketing Association, Chicago, 1981.
Boone, Louis E. and David L. Kurtz. (1990) "New Marketing Litany: 4 Ps Passe;
C words take over", Advertising Age, October 1, 1990, pg 26
Cooke, E., Hastings, G. and Anderson, S. (2002) Actions speak louder than words. Globe 2, 11–16.
Nair. (2001) Alcoholism: An econometric model of its causes, its effects and its control. In Economics and alcohol: Consumption and controls, Grant, M., Plant, M. and Williams, A. eds. Croom Helm, London。