What is the difference between price strategy and price tactics?
A price strategy
defines the initial price and gives direction for price movements
over the product life cycle. The price policy is a strategy set for
a specific market segment, based on a well-defined positioning
strategy.
Price tactics used
to fine-tune a base price are the following: discounts (such as
cash, quantity, and functional or seasonal discounts); allowances
(such as promotional allowances); and rebates. All three are ways
to induce buyers to do something they might otherwise not do.
Geographic pricing tactics (such as FOB origin, uniform delivered,
zone, freight absorption, and basing-point pricing) all moderate
the impact of shipping charges as a portion of the product price.
Special pricing tactics (such as single-price tactics, flexible
pricing, price lining, professional services pricing, leader
pricing, odd-even pricing, bait pricing, price bundling, and
two-part pricing) can be used for a variety of reasons.
For example, a
business might decide to introduce a new product at a high skimming
price, but use some price tactics such as rebates or freight
absorption to induce trial.