Pricing policy

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Marketing policy is directly related to the production and sales strategy of the company's products. Therefore, any strategic marketing decisions (market segmentation, target audience definition, product or service positioning) must be made before investing in production.

The group “product policy” includes the following traditional marketing tools:

product;

assortment (launch of new products on the henan mobile phone numbers database market, discontinuation of product range items that are not in demand among consumers);

trade mark, brand;

package;

additional services offered during the sale;

guarantee;

service maintenance.

The pricing process depends on many factors. The price of a product or service must cover not only production costs, but also delivery, advertising, and other sales costs. The retail price can range between the minimum, which covers all the seller's costs, and the maximum, which the buyer is willing to pay.

The logical question is: what impact do marketing tools have on pricing? How will the use of discounts, free delivery and various additional services affect sales volume?

Everything depends on the pricing policy goals that the organization sets for itself. This could be:

keeping the company afloat in the break-even zone or, conversely, maximizing profits;

conquering a certain market share;

application of the "cream skimming" policy;

short-term increase in sales volume.

Another nuance of pricing policy is that promoting cheap products requires less effort and time than more expensive goods and services.

Here are the main tools of the marketing department that are used in practice:

pricing;

discounts, promotions, bonus programs;

pricing strategy.

Sales policy
Sales policy

Modern marketers prefer to use the broader concept of “distribution” instead of the narrow term “sales”, which means not only the physical delivery of goods to a retail outlet, but also a set of measures to promote the goods and, in part, service.

Thus, distribution is a set of tools for promoting products from the manufacturer to the end consumer, which includes the distribution of goods in a market segment or in a certain region, maintaining stable sales indicators, and providing pre-sales and after-sales service.

The main goal of distribution is to make it possible for the consumer to buy the product.

Distribution, or sales in the broad sense, consists of four main elements, each of which has its own set of marketing tools:

distribution channels, product distribution (wholesale, retail, direct sales, online store);

sales process, distribution or trade marketing;

material handling, logistics (warehousing, transportation, inventory management, cargo handling);

Marketing logistics (order management, contract terms: payment terms, delivery terms, minimum lot size).

There is a concept similar to distribution called "trade marketing". It also means promoting products from the manufacturer to the buyer. The difference is that the emphasis is on finding the most effective course of action for all subjects of the promotion chain.

Thus, trade marketing is aimed at satisfying not only the needs of customers, but also the participants in the trading chain.