In direct marketing, price is often used to spearhead the overall marketing strategy of the firm. Not only the price but the way it is expressed is also very important.
It may be quoted in several ways: as net price excluding all accessories, freight and forwarding costs and taxes or as a package-deal price including all of these; or with some additional offers such as free gifts, guarantee or credit offers.
The telescope Network (TSN), for example, offered BPL microwave oven to buyers in Bombay and Madras at the same price as in the market, with free gifts of Borosil bowls.
A new product maybe launched with a special introductory offer, or at a low invitation price or special subscription price, or with an opportunity to participate in some contest or sweepstake.
Pricing strategy for direct, marketing thus has to be flexible and adaptable to different situations.
It may be quoted in several ways: as net price excluding all accessories, freight and forwarding costs and taxes or as a package-deal price including all of these; or with some additional offers such as free gifts, guarantee or credit offers.
The telescope Network (TSN), for example, offered BPL microwave oven to buyers in Bombay and Madras at the same price as in the market, with free gifts of Borosil bowls.
A new product maybe launched with a special introductory offer, or at a low invitation price or special subscription price, or with an opportunity to participate in some contest or sweepstake.
Pricing strategy for direct, marketing thus has to be flexible and adaptable to different situations.