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Differentiating Pricing Strategies: Product vs. Market

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Should pricing strategies differ between product-oriented and market-oriented organizations? Why? Give examples of both cases.

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A product oriented organization focuses on the product and on skills, systems and knowledge that support the product. An example would be Rolls Royce or Harley Davidson, where the marketing is based around the product. The product pulls customers to it, because it offers something they want. In this manner, pricing is set based on profit margin. An example is Apple, which features prices that are on the higher end for tablets, computers, and music players. The company is focused on innovation and design, and ...

Solution Summary

This solution discusses if pricing strategy should differ between product oriented and market oriented organizations, and why. It gives examples.