ABSTRACT
In most markets, price is a key ingredient in the marketing mix. Every day low pricing (EDLP) is a concept familiar to supermarket shoppers and is an example of price competition: the emphasis on price in the marketing mix with the intention of beating rivals’ prices. On occasions, marketers prefer not to emphasize price, instead focusing on the other ingredients of the marketing mix: product, people or customer service, promotion and place (distribution). This is non-price competition.
