1. Which of the different product mix pricing strategies discussed in the text applies best to Paylesss...

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1. Which of the different product mix pricing strategies discussed in the text applies best to Payless’s new strategy? Discuss this in detail.
2. How do concepts such as psychological pricing and reference pricing apply to the Payless strategy? In what ways does Payless’s strategy deviate from these concepts?
3. Discuss the benefits and risks of the new Payless strategy for both Payless and the designers. Which of these two stands to lose the most?
4. Consider the scale on which Payless operates. How much of a price increase does Payless need to achieve in order to make this venture worthwhile?

When you think of New York’s Fifth Avenue, what retailers come to mind? Tiffany? Gucci? Armani? One name that probably doesn’t come to mind is Payless. But for the past few years, Payless ShoeSource has been operating one of its low-priced shoe stores on this avenue of luxury retailing. In fact, Payless is now well on its way to placing stores in more than 100 higher-end malls around the country.

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Principles of Marketing

ISBN: 978-0136079415

13th Edition

Authors: Philip Kotler, Gary Armstrong

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