Beyond Breakeven: Pricing Strategies that Pay in Produce Marketing скачать в хорошем качестве

Beyond Breakeven: Pricing Strategies that Pay in Produce Marketing

Marketing plays a central role in determining the profitability of produce, particularly in securing price premiums in competitive markets. This session will explore a range of pricing strategies beyond recovering costs. We will examine fundamental marketing concepts such as markups, margins, and how to effectively set prices above breakeven while accounting for fixed and variable costs. We will also explore strategies such as price discrimination, which allows sellers to capture value from different consumer segments, and bundling, which can increase sales volume and encourage larger transactions. Additional considerations will include how product differentiation (for example, emphasizing organic, local, or sustainably grow attributes) influence consumer valuation and willingness to pay. These insights may help producers improve their marketing position and compete more effectively. Invited Speaker, Dr. Kofi Britwum, Assistant Professor, Department of Applied Economics and Statistics, University of Delaware