Why is price important in your marketing mix?

Pricing is one of the key components of the marketing mix, along with product, promotion, place, and process. But why?

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2 min read
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This blog will explain why price in the marketing mix is important, especially when having an e-commerce business. Likewise, will it be explained how to get your pricing aligned with your marketing mix and the easiest way to monitor all the dynamic prices there are as an e-commerce business.

Marketing mix in e-commerce

In e-commerce, does product concern the physical or digital goods and services a business offers. This includes everything from physical products like clothing and books to digital products like software, eBooks, and online courses.

Pricing in e-commerce has added the complexity of shipping costs and taxes since these costs must be considered when setting the price, compared to prices in traditional retail. Moreover, the prices for e-commerce products constantly change because of the market. This problem can be solved by using dynamic pricing strategies. This strategy can adjust prices in real-time based on demand, competition, and other factors.

Marketing Mix

Promotion covers everything from advertising, email, social media, and influencer marketing to search engine optimization. Place refers to the online platform where the products are sold. This is often a company’s website but could also be a marketplace like Amazon, eBay, or Etsy.

Process includes everything from the user interface and site navigation to checkout, shipping, and customer service. E-commerce businesses must make this easy and efficient for their customers to get the best customer experience when shopping for their products/services. 

Overall, the marketing mix in e-commerce requires careful consideration. By optimizing the elements, e-commerce businesses can create a seamless and enjoyable shopping experience for their customers, ultimately leading to increased sales and customer loyalty.


How does the price impact your marketing mix? 

Pricing in the marketing mix is a complex process, and there is no "easy" way to control it and ensure that your pricing is correct. However, there are some steps you can follow to help ensure that your pricing is aligned with your marketing objectives and strategy.

1. Understand your target market. This is crucial to determining the optimal price for your product or service. If you charge a high price for a luxury good, the product will likely appeal to the high-end market, while a lower-priced product may be marketed to a more price-sensitive market. Researching your target market's purchasing behavior, willingness to pay, and perception of value will help you set the right price.

2. Determine your costs. Calculating the cost of production, marketing, distribution, and other expenses related to your product or service, will help you determine your break-even point and set a minimum price for your products.

3. Analyze your competitors. Monitoring your competitors’ prices will help you determine your position in the market and set a competitive price. Doing this can likewise help you towards the right pricing strategy for your products and services.

4. Determine what pricing strategy you want to use. Consider various pricing strategies such as cost-plus, value-based, or skimming pricing. Choose a pricing strategy that aligns with your marketing objectives and target market.

5. Test different prices and pricing strategies to determine what works best for your business. Continuously monitor your pricing and adjust based on changes in your target market, competition, and costs.


Pricing strategy in the marketing mix

By following these steps, you can ensure that your pricing is aligned with your marketing mix and that you are offering your customers products or services that they perceive to be of value. While there is no easy way to control your marketing mix, a disciplined approach to monitoring, testing, and adjusting your prices is using PriceShape, which can help you succeed.

PriceShape is a tool that can help you monitor your competitors and prices. By monitoring your competition regularly, you can gain valuable insights into their marketing strategies, pricing, and customer perceptions, which can help you adjust your marketing mix and pricing strategy accordingly.

The pricing strategy chosen by a business can also impact its image and brand perception. For instance, a high-priced product may be perceived as high quality and exclusive, while a low-priced product may be viewed as cheap and of inferior quality. Therefore it is crucial to set the right price for your products.



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