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Transcript
Sekizinci Bölüm Fiyat Prof.Dr. Günal ÖNCE Fiyatın önemi Price is a key element in the marketing mix because: Directly -Price relates directly to the generation of total revenue -Price is also the only marketing mix element that generates revenue, others are costs Indirectly -Price can be a major determinant of the quantity of goods sold -Price also influences total costs through its impact on quantity sold Symbolically -Price has a psychological impact on customers -By raising price the quality of the product can be emphasised -By lowering price marketers can emphasis a bargain Price and Competition Price competition Is a policy whereby marketers emphasises price as an issue and matches or beats the prices of competitors Non-price competition Is a policy in which a seller elects not to focus on price but to emphasis other factors instead. Non-Price Competition Non price competition is done in the following ways: - Reinforcing the quality image of the product - Reinforcing the desirability of the product benefits - Using extended warranty to help customers think they are getting more for their money - Emphasise the longer term cost saving derived from using this product with the cheaper competition - Customer loyalty cards - Incentives for purchasing off-peak, or out of season - Internet shopping - Home delivery systems When Setting Prices Internal Factors Positioning Objectives Pricing Decisions External Factors Target Market External Factors that affect Pricing Decisions The Market and Demand Pricing in Different Types of Markets Consumer Perceptions of Price and Value Price-Demand Relationship Price Elasticity of Demand Competitors’ Costs, Prices and Offers Other External Factors External influences on pricing Customers and consumers: demand & elasticity; price sensitivity Channels of distribution: need to cover costs, value added to products; desired margins Competitors: pricing under different market structures Legal and regulatory: freedom to set prices, unfair pricing practices: sales taxes, VAT and their impact on prices Internal & External Influences on Pricing Internal factors - Marketing strategies .Targeting .positioning and .marketing mix strategy -Financial strategies .the cost base of fixed & variable costs .the financial objectives of the organisation External factors -Types of customers .customer perception of value of the product .elasticity of demand -the competitiveness of the market place .perfect competition .monopolistic .oligopolistic .pure monopoly Marketing Mix Variables that Affect Pricing Decisions Product Design and Quality Non-Price Factors Marketing-Mix Strategy Promotion Distribution Internal Factors Affecting Pricing Decisions Marketing Objectives Marketing-Mix Strategy Costs Organizational Considerations Fiyatlandırma Hedefleri 1. 2. 3. 4. 5. Cari karın maksimizasyonu Hedef kar Pazar Payı (pazara derinliğine girme) Satış gelirlerinin maksimizasyonu Pazarın kaymağını alma Fiyatlandırma Kararlarını etkileyen Çeşitli çıkar grupları Aracı kuruluşlar Rakipler Üretim faktörleri sahipleri Hükümet İşletmenin diğer bölüm yöneticileri Fiyatlandırma sürecinde gözönünde tutulması gereken faktörler Mamulün üretim veya alım maliyeti Mamule olan talep, Rekabet durumu, Hedef alınan Pazar payı, Pazarın kaymağını alma veya pazarın derinliğine girme stratejisi Pazarlama karmasının diğer unsurları Fiyatlandırma yöntmleri Maliyete yönelik fiyatlandırma Talebi temel alan fiyatlandırma Rekabete yönelik fiyatlandırma Maliyete yönelik fiyatlandırma Maliyet artı usulü Değişken maliyet esası Tam maliyet esası Hedef fiyatlandırma (sabit kar hedefli) Cost in Dollars (thousands) Breakeven Analysis Total Revenue 1,200 1,000 Target Profit ($200,000) 800 Total Cost 600 400 Fixed Cost 200 10 20 30 40 Sales Volume in Units (thousands) 50 Demand Curves Price A. Inelastic Demand Demand Hardly Changes With a Small Change in Price. P2 P1 Price Q2 Q1 Quantity Demanded per Period B. Elastic Demand Demand Changes Greatly With a Small Change in Price. P’2 P’1 Q2 Q1 Quantity Demanded per Period Talebe yönelik fiyatlandırma Maliyet değil alıcı, daha doğrusu alıcının malın değerine ilişkin değerlendirmesi esas alınır. Rekabete yönelik fiyatlandırma Cari fiyat (piyasa fiyatını) esas alma Kapalı zarf usulü Psikolojik fiyatlandırma taktikleri ve uygulamaları Küsüratlı fiyatlandırma Sabit fiyatla fiyatlandırma Prestij fiyatlandırma Miktar indirimi yoluyla fiyatlandırma Tutundurucu fiyatlandırma Fiyat liderleri, Özel-olay fiyatlaması Nakit iadesi veya bir mamul verme, Özel-faizli ödeme planı Suni indirim veya psikolojik iskonto Farklılaştırılmış fiyatlama (fiyat farklılaştırması Tüketici esasına göre, Mamul esasına göre, İmaj esasına göre, Yer esasına göre, Zaman esasına göre, Price-Adjustment Strategies Psychological Pricing • Adjusting Prices for Psychological Effect. •Price Used as a Quality Indicator. Promotional Pricing • Temporarily Reducing Prices to Increase Short-Run Sales. • i.e. Loss Leaders, Special-Events Geographical Pricing International Pricing • Adjusting Prices to Account for the Geographic Location of Customers. • i.e. FOB-Origin, Uniform-Delivered, Zone Pricing, Basing-Point, & Freight-Absorption. • Adjusting Prices for International Markets. • Price Depends on Costs, Consumers, Economic Conditions & Other Factors. İndirimli fiyatlar ve diğer fiyat farklılaştırma taktikleri Nakit iskontoları Miktar iskontoları Fonksiyonel iskontolar Mevsimlik iskontolar, Coğrafi farklılaştırma, FOB fiyat Tek teslim fiyatı Bölge teslim fiyatı Price-Adjustment Strategies Price Adjustment Strategies Discount & Allowance Reducing Prices to Reward Customer Responses such as Paying Early or Promoting the Product. Segmented Adjusting Prices to Allow for Differences in Customers, Products, or Locations. Cash Discount Customer Quantity Discount Product Form Functional Discount Location Seasonal Discount Time Trade-In Allowance nitiating and Responding to Price Changes Competitor Reactions to Price Changes Initiating Price Cuts Price Changes Buyer Reactions to Price Changes Initiating Price Increases Value-Based Pricing Cost-Based Pricing Value-Based Pricing Product Customer Cost Value Price Price Value Cost Customers Product Yeni mamulü fiyatlandırma stratejileri Pazarın kayağını alma stratejisi Pazar derinliğine girme Mamul hattının fiyatlandırılması Mamul hattı, kullanımında ve fiziksel özelliklerinde benzerlik olan mamullerden oluşur Bağıntılı talep; bir malın talebinin diğer malın talebini etkilemesi halinde bu iki malın talebi bağıntılıdır. Bağıntılı maliyet; bir malın üretimindeki bir değişme diğer malın maliyetini etkiliyorsa bu malların maliyetleri bağıntılıdır.