Economic Factors of Pricing and Pricing Strategy

Lesson Transcript
Instructor: Jennifer Lombardo

Jennifer Lombardo received both her undergraduate degree and MBA in marketing from Rowan University. She spent ten years in consumer marketing for companies such as Nielsen Marketing Research, The Dial Corporation and Mattel Toys. She is currently an adjunct professor of marketing at Rowan University and a social media marketing consultant.

When a company makes a change in pricing, it is usually in response to inflation or recession. These two tactics are explained to better understand the intricacies involved in devising and implementing a cost strategy. Updated: 08/17/2021

Pricing Based on Type of Economy

Pricing is an important part of the overall marketing mix. After a price has been established, there are ways to change the base price in response to short-term needs. There are also times when a company needs to adjust prices for economic reasons. If a firm does not react to changes in the economy, the end result could be the dissolution of the company due to decreasing profits and sales.

Farmer Joe's Market has been extremely successful over the past three years. Lately, Farmer Joe has noticed that sales are decreasing while his own costs have increased. He is concerned about both inflation and a recession. There are some ways that he can adapt to save his business.

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  • 0:07 Pricing Based on Type…
  • 0:49 Inflation:…
  • 2:58 Recession Pricing Tactics
  • 4:23 Lesson Summary
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Inflation: Cost-Oriented Tactics

Farmer Joe has a few ways to battle inflation, which is the rate at which the general level of prices for goods and services rises and purchasing power of consumers falls.

  1. Farmer Joe can eliminate products that have a low profit margin from his inventory. For example, he does not make much profit on his homemade breads. He has thought about offering just packaged bread from distributors as an option. But if he proceeds, he might lose customers who come to the market for his fresh breads, and it would also hurt the overall quality image of his bakery.
  2. Another option for battling inflation is delay quotation pricing. This is a pricing tactic where a firm does not price its product until it is finished or delivered. However, this strategy would only work for companies who have a long production time for their products. Farmer Joe's products are produced or farmed daily, so this approach will not be effective for him.
  3. Farmer Joe could also embrace escalator pricing, which is when the final selling price reflects cost increases that occur between the time the order is placed and the time it's delivered. The only product that would fit this pricing strategy is his homemade wedding cakes. He could explain that due to inflation, he can only provide estimates on the cakes, which range from $200 to $1,000 in cost. Based on what the ingredients cost at baking time, he would then provide a firm price.
  4. Companies can also keep prices constant by adding new fees to help offset inflationary concerns. Airline and phone companies both use fee charges to help with increasing costs. Any time consumers want to change a flight, there are big charges for them to pay. In addition, phone companies will charge for equipment changes, over-usage of time and to end contracts. Farmer Joe does not want to use additional fees for his customers. He's afraid of making consumers upset by stacking charges for returns, deliveries or exchanges.

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