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ERIC Number: ED141516
Record Type: Non-Journal
Publication Date: 1977-Apr-21
Pages: 43
Abstractor: N/A
Reference Count: N/A
Threshold Pricing: A Strategy for the Marketing of Adult Education Courses.
Lamoureux, Marvin E.
Because threshold pricing's scope for course price development had a good potential for application to the marketing of services by nonprofit organizations, this study's purpose was to determine the existence and applicability of course price thresholds or ranges to the decisionmaking framework of adult educators, with special reference to professionally-oriented university continuing education programs. Using results from an extensive socioeconomic questionnaire completed by 242 participants attending 11 continuing education courses at the University of British Columbia, hypotheses based on threshold pricing theory were tested. Significant differences existed between course prices and participant-determined upper and lower bound prices. Positive and significant correlations occurred for selected "wealth" and "continuing education commitment" variables, as both variables related to upper and lower bound prices. The author notes that the study defined beneficial uses for both market segmentation considerations and threshold pricing practices as each related to adult education; however, it is suggested that further studies be conducted to broaden the scope of these marketing strategy techniques. The first half of this paper provides background information on concepts related to product pricing and consumer reactions. The second half describes the study. (SH)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A