Marketing Consulting Firms North Fort Myers FL

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A1 Marketing Plus
(877) 319-7587
3444 Marinatown Ln
N. Fort Myers, FL
DMP Consultant Group
(239) 542-3796
2835 SW 32nd Street
Cape Coral, FL
Andrian Marketing
(239) 233-9681
19815 Allaire Lane
Fort Myers, FL
News Group
(239) 543-5237
7890 Interstate Ct
Fort Myers, FL

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Trader Distribution Svc
(239) 332-4200
4040 Warehouse Rd
Fort Myers, FL

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Marketing Lists Direct
(877) 241-2718
2710 Del Prado Blvd #2-220
Cape Coral, FL
Data Partners Inc
(239) 267-8762
12857 Banyan Creek Dr
Fort Myers, FL

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LACOSTA International Consulting
(239) 848-8453
PO Box 272
Bokeelia, FL
Firestone & Cimring Advertising
(239) 939-3213
1937 Grace Ave
Fort Myers, FL
Fiber World Products
(239) 352-5985
3350 Hanson St Ste E
Fort Myers, FL

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The Top 10 Common Pricing Mistakes Most Companies Make

Price strategy is emerging as the most important resource for companies to increase their competitive advantage. The vast majority of companies have spent years achieving gains through cost cutting, outsourcing, process re-engineering and the adoption of innovative technologies. However, the incremental benefits from these important activities are diminishing, and companies need to look at other areas to improve their business results.

Today, companies are looking to serve well-defined market segments with specialized products, messages, product variants and services, and to earn superior profit margins while doing so. Savvy companies are implementing price optimization schemes and focusing on building their organization to serve their most profitable customers. Many are even “firing” customers who are unprofitable. All too many companies, however, use simplistic pricing processes and cannot even identify their most profitable customers or customer segments. This lack of information means that all too many management teams have their sales staff focusing the bulk of their time servicing the least profitable of their customers.

Some companies even embrace policies and pricing strategies that drive away their best customers, and then they wonder why their profits are not growing. In the course of our engagements, we have seen examples of good and bad pricing policies. The following is a list of ten of the most common mistakes companies make when pricing their products and services.

Mistake #1 : Companies base their prices on their costs, not their customers’ perceptions of value.
Prices based on costs invariably lead to one of the following two scenarios: (1) if the price is higher than the customers’ perceived value the cost of sales goes up, discounting increases, sales cycles are prolonged and profits suffer; (2) if the price is lower than the customers’ perceived value, sales are brisk, but companies are leaving money on the table, and therefore are not maximizing their profit.

Costs are only relevant in the pricing process because they establish a lower boundary for the price. In certain circumstances, there are strategic reasons a company may decide to sell a product below its cost for a period of time, or to a certain market segment as a “loss leader.” However, when a price is set according to the perceived value of the product or service, sales are brisk, and profits are maximized.

One Atenga client manufactures audio components. Across their product line, they set prices according to a multiple of the parts cost. When the market for high-end audio components boomed, the company did well enough. But as competition began to increase, sales stagnated and profits evaporated. Our research showed that particular products were perceived by certain segments of the marketplace as “priced too low.” Repricing of those products created e...

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Babcox Media •
3550 Embassy Parkway
Akron, OH 44333
330-670-1234 • (FAX) 330-670-0874