DISCUSSION ON TOPIC 8

  1. One of the key themes of today’s economy is the challenge of marketing goods and services in mature markets that are plagued by commoditization.  In what ways is pricing strategy related to commoditization?  How can a firm offer good value in a mature market where price is the only visible means of differentiation? Are most firms too concerned about their costs to really deliver value in other ways?  Explain.
  2. Pricing strategy associated with services is typically more complex than the pricing of tangible goods.  As a consumer, what pricing issues do you consider when purchasing services?  How difficult is it to compare prices among competing services, or to determine the complete price of the service before purchase?  What could service providers do to solve these issues?
  3. Price elasticity often varies for the same product based on the situation.  What situational factors might affect the price elasticity of these products:

  • sporting event or concert tickets?
  • staple goods such as milk, eggs, or bread?
  • can electric razor?
  • eye surgery to correct vision?


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