Core Concepts of Marketing

DEVELOPINGA PRICINGSTRATEGY 233

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AD9.1 Anexampleofnonpricecompetition.

ratherthanpricecompetition,becauseit ismoredifficulttomatchnonpricecharacteris-
tics.Competingonthebasisofpricemayalsoh<lvea deleteriousimpactoncompanyprof-
itability. Unfortunately,whenmostbusinessesthinkaboutpricecompetition,theyviewit
asmatchingthelowerpriceofa competitor, ratherthanpricingsmarter.Infact,it maybe