Pricing and Currency Fluctuations in International Marketing
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Clark, T., Rajaratnam, D. and Campbell, D. 2010. Pricing and Currency Fluctuations in International Marketing. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
Price is a component of value, a communicator of quality, and a psychological cue, and it affects brand equity. However, in international marketing, the existence of more than one currency complicates pricing. The purpose of this brief article is to examine some effects of exchange rates on competitive export pricing.
- competitive pricing;
- export pricing;
- export marketing;
- export markets;
- exchange rate