It is important to plan prices that are appropriate for dealers, retailers, and other value-chain customers. E. Cost Factors 1. You can't survive for long if you consistently price below cost. Nor can you succeed if you don't make enough money to reinvest in building relationships. When your suppliers raise their prices, you have to consider these higher costs in planning pricing.
Some marketers keep costs under control by bartering for particular goods or services.
F. Legal and Regulatory Considerations 1. Be sure to comply with legal and regulatory guidelines that cover pricing practices. The Sherman Antitrust Act outlawed price fixing in 1890. Other U.S. Supreme Court decisions have ruled against anticompetitive agreements that fix maximum, as well as minimum, prices. Once marketers were able to insist that dealers sell their products at specific prices, resale price maintenance , but the Consumer Goods Pricing Act banned the practice in 1975.