Full TGIF Record # 115501
Item 1 of 1
Publication Type:
i
Trade
Content Type:Editorial
Author(s):Koppenhaver, James
Author Affiliation:President, Pellucid Corporation, Chicago, Illinois
Title:Don't fall into discounting trap
Column Name:Dollar spot
Other records with the "Dollar spot" Column
Source:Golfweek's SuperNEWS. Vol. 7, No. 18, October 7 2005, p. 14.
Publishing Information:Orlando, FL: Turnstile Publishing Company
# of Pages:1
Keywords:TIC Keywords: Costs; Membership relations; Decision-making; Leadership; Business management; Customer relations
Abstract/Contents:Discusses pricing strategy, suggesting that "sticking to...[a] pricing strategy in the face of irrational competitors and fickle customers" is the most challenging aspect of running a business. Explains that "golfers are consumers...Consumers pay attention to pricing methods as much as they do absolute prices." Suggests "passing on the annual price increase and [getting] rid of the majority of discounting (saving the time, effort and expense of creating and administering these programs)." States that "by deflecting the price promotion vs. meeting it head-on, the $50 per round operator stands a better chance of retaining customers without having to play the deep discounting game." Suggests that "pricing is as much an art as it is a science. Don't be afraid to think creatively and try ideas that seem ludicrous but might just work." Concludes that "the only way out of the circular pricing pattern is for leaders to emerge...The true test of pricing leadership and the path to long-term health will come by leading, not following."
Language:English
References:0
Note:Pictures, color
ASA/CSSA/SSSA Citation (Crop Science-Like - may be incomplete):
Koppenhaver, J. 2005. Don't fall into discounting trap. Golfweek's SuperNEWS. 7(18):p. 14.
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MSU catalog number: SB 433 .G65
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