objectives. There are two main pricing strategies that firms may use to defend against a competitive market entry. The first of … these options, limit pricing (or entry deterring price), may be utilized prior to competitive entry. The second option …, aggressive (predatory) pricing, may be executed post-entry. The effectiveness of both of these options is still controversial …

. Future research can explore reasons for favorable behaviors of consumers whose perception is that the value they receive is … overpriced, and also for unfavorable behaviors of consumers whose perception is that the value they received is under … marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages …

This work assesses innovation diffusion models and their application in marketing management. Its two principal aims ….) and the overall goal of a model investigation (sales forecast, pricing etc.). In the second part of this work the new …

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a nonprofit cause) have emerged as a … increasing popularity of cause-related marketing programs (CRMPS) can be attributed to the Integration of sponsorship in many … organizations' sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of …

consumers' attitudes toward the lifestyle concept. Analyses of several consumer behavior variables and descriptors offered … for delineating consumer markets, these segmentations were not significant determinates of consumers' preference for … furnishing implementations of the lifestyle concept. These success stories coupled with additional findings indicate consumers …

enabling consumers to act proactively and productively in the market as entrepreneurs. This book: Marketing and consumer …This chapter: The ‘new dominant logic of marketing’ switches the view of firms as the principal economic producers and … value creators to one in which customers are actually engaged in the value creation and marketing process (Normann and …

Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and … mouth proactively, and that it is an effective marketing tool for turbulent environments. Furthermore, chaos theory is shown …, in South Africa and possibly in other under-developed and developing countries, word of mouth is critical to marketing to …

business marketing has been on identifying and serving markets that have consumers with a capacity to consume and pay a …The purpose of the study is to investigate marketing to the Bottom of Pyramid (BOP) in Zimbabwe. This is a market which … constitutes at least two-thirds of the world?s total population and is made up of consumers whose daily household income is less …

literature of business-to-business marketing, and discusses that the existing measures are inadequate as the nature of value …