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Role of price promotions in B2B marketing/sales

Mar 14, 2005 6:51 pm

re: Role of price promotions in B2B marketing/sales

Chen Sun

>>>At this time, I see the role of price promotion as something that can raise the awareness and to test the price elasticity of a customer segment.

I'm inclined to think this is unlikely to work. As for being able to use the results to determine the price elasticity, this depends on the size of the market--can you get enough customers to measure. With enterprise software, which generally has limited customers, I doubt the practicality of this.

B2B is generally more dependent on timing than on price; whereas B2C can be dependent on price. As mentioned earlier, if the software is devalued through a promotion, a B2B may not buy simply because it feels that it's not getting a good deal at the time it is ready to purchase.

Pricing can be used as a sales strategy, but this should generally be controlled by the sales rep at closing time.

Chen Sun
www.WebAndNet.com

Private Reply to Chen Sun (new win)

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