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MKTG 464 Marketing Strategy and Management: Pricing, Channel, Promotion

Pricing Strategy

Unless someone wrote an article on "pricing strategy of Product X", most likely you will have to synthesize information from multiple sources and come up with your own conclusion. Check your textbook for information on the major pricing models and see which model your company is using. Try the following:

  • Company website (including competitors')
  • Company annual report
  • Check out Product X's price (online or in the store), compare that with prices of its competitors.
  • Database search in Business Source Premier, LexisNexis, Mintel Reports, Investext Plus: use words like "pricing" or "prices" with company name or product name.
  • Google for possible analysis in blogs or other sites

The following sources might also be helpful:

Channel Strategy

Companies are not required to disclose their supply chain information, although some choose to do so. You will have to synthesize information from multiple sources and draw your own conclusion. Possible sources include:

  • Company website: annual report or 10-K, sustainability (corporate responsibility) report, press releases
  • Database search in Business Source Premier, LexisNexis Academic, Investext: Use words like "supply chain", "logistics", or "supplier" with company name.

Ad Expenditures

It's difficult to find free information on ad spending of a company, esp. by brand and medium (e.g., TV vs. Internet). The PSU Library cannot afford the comprehensive database that provides those detailed data; however, we did purchase the 2015 dataset (the AD$ Summary file listed below) for your reference.

A public company's 10-K report may mention expenditures on advertising. Figures are annual and cover the entire company, not particular brands.

Anecdotal information might have been mentioned in news articles. Search strategy:

  • company name AND (adspend OR "advertising spend" OR "advertising expenditure" OR "advertising budget") 
  • Database suggestions include: Business Source Premier, Business Insights Global, Google News, and the Wall Street Journal.  
  • Go to AdvertisingAge or ADWEEK's websites and do a site search for possible articles. 

AdvertisingAge

Essential publication on the ad industry.

Promotional/Branding Strategy

Promotional/branding Strategy can be found on the company website and in company annual reports (or 10-Ks), articles, and market research reports. Use keywords like promotion, promotional, advertising, branding, or even marketing strategy.

Visit the company's social media channels (e.g., Facebook, Twitter, YouTube) and analyze the content. Search for articles on ad compaigns and promotions.

Social Media