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Figure 1From “What is pricing strategy?”

A pricing strategy record

Write the objective, the situation, the chosen strategy and the conditions observed for it, and the information that bounds the price in separate fields. A price alone answers none of them.

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Figure 1A pricing strategy record

A five-column worksheet for recording a pricing strategy: the objective, the pricing situation or situations, the chosen strategy with the conditions observed for it, the cost, competitor and customer-value information used to bound the price, and the change that reopens the decision.ObjectiveWhich result shouldthe price serve:margin, volume,adoption, share?SituationNew product,competitive, productline, cost-based:which apply here?Strategy and itsconditionsWhich strategy, and whichobserved conditions doesthe evidence tie to it?Floor and ceiling inputsWhich cost, rival andcustomer-value inputsbound the price, and howmuch?Reopen whenWhich change in thesituation orconditions sendsthis back forreview?A strategy that cannot name the condition behind it is a habit. A record that cannot name what reopens it will outlive thesituation it was written for.

Source: Author's decision worksheet. The objective, strategy and determinant fields follow the definitions in Noble and Gruca (1999); the floor and ceiling field follows the price discretion concept that Ingenbleek, Debruyne, Frambach and Verhallen (2003) take from Monroe. The fields are reader inputs; no company data is supplied.

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APA 7

Isoglu, S. (2026). A pricing strategy record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-pricing-strategy-fig01/

BibTeX
@misc{isoglu-2026-what-is-pricing-strategy-fig01,
  author = {Isoglu, Sinan},
  title = {{A pricing strategy record}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-pricing-strategy-fig01/},
  note = {From the essay {What is pricing strategy?}}
}
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  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-pricing-strategy-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-pricing-strategy-fig01.png" alt="Figure 1: A pricing strategy record" width="3200" height="2400">
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  <figcaption>Figure 1: A pricing strategy record. Source: Author&#39;s decision worksheet. The objective, strategy and determinant fields follow the definitions in Noble and Gruca (1999); the floor and ceiling field follows the price discretion concept that Ingenbleek, Debruyne, Frambach and Verhallen (2003) take from Monroe. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-pricing-strategy-fig01/">View exhibit</a>.</figcaption>
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