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Unit 4: Organisations, Competition and Environment Non-Pricing Strategies Is price important? The Russians produce the Lada, one of the cheapest new cars in the UK. However the most popular new cars are Fords! What are non-pricing strategies? When consumers go shopping, they do not base their buying decisions just on price, they consider other factors. Non-Pricing strategies are used by companies to increase sales, expand market share, retain existing and attract new customers. . . Non-Pricing strategies are methods and techniques used by firms that don’t involve a change in the price of the product. Promotion is important. . . Promotions and offers are also important to consumers when choosing products. They will be “tempted” by: • free gifts • money-off coupons • store displays • publicity in magazines Advertising is important. . . Advertising through the media, can make products more attractive and persuade people to purchase them. Advertising can create in peoples’ minds an image for a product. . . Branding is important. . . Branding is a valuable marketing tool. Branding is the creation of an identity for a company or product. Branding allows companies to maintain their current market status and enter or create new markets. . . Non-Pricing Strategies can be found in all of the four types of markets: monopolistic, oligopolistic, competitive and even non-competitive markets. However Non-Pricing Strategies will be found most strongly in oligopolistic markets and will be a feature of competitive markets. . . A good example of Non-Pricing Strategies are those employed by the computer firm Apple in trying to sell their Powerbook. It was used in the film Mission Impossible and was then promoted in a range of TV adverts using clips from the film. . . This handout will self-destruct in five seconds.....