MARKETING

A REDUCTION IN GENERAL PERSONAL INCOME WHICH LEADS TO A CHANGE IN A COMPANY’S PRICING STRATEGY IS AN ELEMENT OF THE

  • A. Competitive environment
  • B. Political environment
  • C. Economic environment ✓
  • D. Technological environment

 

A reduction in general personal income that leads to a change in a company’s pricing strategy is an element of the economic environment. The economic environment encompasses factors such as inflation, unemployment, economic growth, and income levels, all of which can significantly impact consumer purchasing power and influence a company’s pricing decisions.

In times of reduced personal income, consumers may become more price-sensitive and opt for cheaper alternatives or reduce their overall spending. This change in consumer behavior can prompt companies to adjust their pricing strategies by offering discounts, promotions, or lower-priced products to remain competitive and maintain sales volumes.

In other words, the Economic environment refers to the conditions that affect the buying power and spending patterns of consumers, businesses, and governments. It includes factors such as inflation, interest rates, and unemployment, as well as broader economic indicators such as gross domestic product (GDP) and economic growth. In this case, a reduction in general personal income would lead to a decrease in consumers’ buying power, which could result in companies changing their pricing strategy to adjust to the change in the market. For example, a company may choose to lower its prices to remain competitive and attract customers who are facing financial constraints. In simple terms, the Economic environment is about how the economy is doing and how it affects people’s ability to buy things.

Pricing Strategy

Pricing can be the most challenging due to different market forces and pricing structures around the world. What determines a successful export pricing strategy? The key elements include assessing your company’s foreign market objectives, product-related costs, market demand, and competition. Other factors to consider are transportation, taxes and duties, sales commissions, insurance, and financing.

Key Elements of Pricing Analysis

  1. Foreign Market Objectives: An important aspect of your company’s pricing analysis is the determination of market objectives. For example, is your company attempting to penetrate a new market, seeking long-term market growth, or looking for an outlet for surplus production or outmoded products? Marketing and pricing objectives may be generalized or tailored to particular foreign markets.
  2. Costs: The actual cost of producing a product and bringing it to market is key to determining if exporting is financially viable. Different methods like cost-plus method or marginal cost pricing can be used to set export prices based on various cost components.
  3. Market Demand: Understanding the market demand is crucial for setting prices. Factors like per capita income and consumer preferences play a significant role in determining the selling price of products.
  4. Competition: Analyzing competitors’ pricing policies both domestically and in potential export markets is essential. Companies may need to adjust their prices to match or undercut competitors depending on the market dynamics.

In summary, when faced with a reduction in general personal income that impacts consumer purchasing power, companies need to consider adjusting their pricing strategies within the Economic environment to remain competitive and sustain profitability.

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