Title

How Marketers Evaluate Price Sensitivity

Comments

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Abbreviated Journal Title

Z. Angew. Math. Mech.

Keywords

Business; Management

Abstract

The nature and importance of demand elasticity as a factor when setting industrial prices is examined. Available qualitative and quantitative methods for measuring price sensitivities are discussed, along with their limitations. Results are reported of a survey which investigates the awareness levels, measurement practices, and current market perceptions of marketing managers regarding customer price sensitivity. It appears that marketers appreciate the importance of assessing sensitivities, but their companies do not approach the task in a systematic, strategic fashion.

Journal Title

Zeitschrift Fur Angewandte Mathematik Und Mechanik

Volume

17

Issue/Number

2

Publication Date

1-1-1988

Document Type

Article

Language

English

First Page

169

Last Page

176

WOS Identifier

WOS:A1988N655700010

ISSN

0019-8501

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