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Research Details

Pricing the Product Line During Periods of Scarcity, Journal of Marketing

Abstract

This paper discusses the inadequacy of the gross margin criterion for pricing a product line during times of resource scarcity. A decision criterion called the contribution-per-resource unit is developed and applied when a firm desires to maintain the product line's current prices. A pricing and product-mix determination procedure is illustrated for firms wishing to analyze the effects of potential price increases.

Type

Article

Author(s)

Andris Zoltners

Date Published

1979

Citations

Zoltners, Andris. 1979. Pricing the Product Line During Periods of Scarcity. Journal of Marketing. 43(3): 49-59.

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