Part 3: Marketing Plan
Mezcla de mercadeo - PRECIO
Approaches for setting prices (II)
Cost-based strategies:
Total cost + markup, including fixed and
variable costs related to exporting
Variable cost + markup, companies with well
established domestic market positions which
generate revenues that cover their fixed costs
Status Quo strategy:
Export Platforms | Module 3: Assessing Export Opportunities
This is the most common strategy used by
export businesses.
Prices are defined based on the competition and
the positioning that the company wants in the
target market.
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