Is the price right? - Professor John Dawes - Knowledge Works скачать в хорошем качестве

Is the price right? - Professor John Dawes - Knowledge Works

Lecture details Why do companies use different pricing tactics and strategies? What are they trying to achieve? Pricing is important for the seller, to strike a balance between how much they sell, and the profit margin on each sale. But pricing is also important to consumers, who do not always know if they are getting the best value for their hard earned money. In this latest instalment of Knowledge Works, Associate Professor John Dawes will canvass some of the common ways in which prices are set and presented to consumers. His presentation will highlight when sellers should adopt a particular pricing approach, and identify some tactics consumers should be alert to. Professor Dawes will also discuss several cognitive 'traps' that can give the impression a price is better than it actually is. His presentation will also address whether companies should consider how their pricing strategy impacts on other stakeholders such as suppliers, using the recent supermarket milk price wars to illustrate this point. Associate Professor John Dawes is a senior researcher at the University of South Australia's Ehrenberg-Bass Institute for Marketing Science. His key research interests lie in examining the effects of price and price changes and he regularly conducts research for industry clients in diverse fields from banking to pet food. He has authored many publications for business, industry and government as well as various refereed journal articles on pricing and brand loyalty. Associate Professor Dawes currently teaches brand management and marketing principles at UniSA as well as supervising a number of postgraduate research students. Email knowledgeworks@unisa.edu.au for any enquiries.