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Management Consulting for Small and Mid-sized Companies

How do you set prices today?  Generally, when I ask potential clients this question, they tell me they set prices to match their competitors, only 5% less.  This is a terrible pricing strategy.  As a small company, it is extremely unlikely that you will be...

So how do airlines use pricing to get the most money when everyone who wants to fly seeks to spend as little money as they can?  Airlines offer bargain fares under certain conditions but they can’t make any money if they filled the plane with...

Some department stores use pricing to drive you to buy now, in other words-urgency.  They have lots of short single day, weekend or three day sales.  These sales are generally not on everything, but a lot of items are included.  Most often, they send out...

With the addition of Ed Holmquist as the Vice President of Marketing Analytics, Apollo is adding a new Marketing Analytics service offering.  Marketing analytics is the art of using data to improve marketing effectiveness while reducing its cost. The Apollo Consulting Group believes that using data...

It is pretty obvious how large retailers use price to drive sales volume.  They claim to have the lowest prices for everything.  Companies like Walmart do have low prices.  They are huge, they buy in massive volume and they pay the lowest prices for everything...

Use Pricing to Drive Demand Ever bought pizza on a Monday?  Not too many people do.  Most people take time to enjoy their weekends and recharge for the week ahead.  This includes eating out and doing other things they enjoy (as well as tasks around the...

Please take a look at an article I wrote that was published in the October edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com) called How to Develop a Successful Marketing Strategy.  It  even made the cover! In this article, I talk...

You may have gone to a movie theatre on a weekday afternoon and found very few people there.  You might even ask yourself why they bother to be open.  The answer is simple economics.  Movie theatres have a lot of fixed cost-Rent, utilities, etc.  The...

The first step in developing a successful marketing strategy is to validate that you have a very solid business strategy. Business Strategy A business strategy defines how a company is going to create and deliver a valuable product or service to the marketplace.  It is based on...

Pricing Fast food restaurants use pricing to drive your behavior.  Most people are familiar with a selection of food offerings at Fast Food restaurants that are heavily discounted.  These have many names such as the Dollar Menu or the Value Menu, etc.  The restaurants are trying...