Standard Article

Pricing and Currency Fluctuations in International Marketing

Part 6. International Marketing

  1. Terry Clark1,
  2. Daniel Rajaratnam2,
  3. David Campbell1

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06035

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. 1

    Southern Illinois University, Carbondale, IL, USA

  2. 2

    Baylor University, Waco, TX, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • competitive pricing;
  • export pricing;
  • export marketing;
  • export markets;
  • exchange rate