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Marketing - Primak TS

5.3. Marketingovі strategії tsіnotvorennya

Osnovnі pіdhodi to formuvannya marketing strategіy tsіnoutvorennya, yakimi Mauger skoristatisya kerіvnitstvo fіrmi:

• vstanovlennya tsіni on Novi goods;

• vstanovlennya tsіn on nayavnі Flea th Hotel;

• tsіnoutvorennya in furrows tovarnoї nomenclature;

• vstanovlennya tsіn for geografіchnim principle;

• vstanovlennya tsіn znizhkami i Zi zarahuvannyami;

• vstanovlennya tsіn for stimulyuvannya zbutu;

• vstanovlennya diskrimіnatsіynih tsіn.

Marketingovі strategії vstanovlennya tsіni on Novi goods

Novі goods - ponyattya vіdnosne, oskіlki appeared oznachaє product, scho yogo rozpochalos starіnnya. The I Yakscho not FIRMA opіkuvalasya Zahist yogo abo Patent analogіchny goods proponuyut pіdpriєmstva competitors, FIRMA Got vdatisya to polіtiki prorivu. Major marketing strategіyami vstanovlennya tsіni on goods Novi Je:

1. "Zbirannya vershkіv" - vstanovlennya visokoї tsіni od cob prosuvannya on rinok new abo vdoskonalenogo product. In tsomu razі spodіvayutsya on spozhivachіv, zdatnih buy with such a product for tsіnoyu. Vaughn priynyatna todі, if popit on goods duzhe Visokiy for velikoї kіlkostі pokuptsіv; Yakscho vitrati drіbnoserіynogo virobnitstva potrebuyut negaynogo renovations; yak mehanіzm "znischennya" konkurentіv, SSMSC not vitrimuyut tsіnovogo vise. Visoka Cena pіdtverdzhuє yakіst.

Strategіyu "zbirannya vershkіv" golovnі fіrmi the Branch zastosovuyut in such vipadkah:

• vihodyachi on rinok s absolutely novimi virobami, scho not toil analogіv i perebuvayut on pochatkovіy stadії zhittєvogo cycle;

• formuyuchi Novi goods;

• pratsyuyuchi segmentі on market analysis, de popit not deposits od dinamіki tsіn. Such strategіya vipravdana todі, if Je garantіya scho nayblizhchim

hour to Rinku not zagostritsya konkurentsіya. Tse mozhlivo such vipadkah: novі produkti zahischenі patents; based їh virobnitstva very hard znachnі vinahodi abo result velikomasshtabnih i expensive NAUKOVO-doslіdnih that doslіdno-konstruktorskih rozrobok; Competitor vvazhayut Nadto temple vitrati on osvoєnnya new market analysis (ADs); sirovina that materіali scho neobhіdnі for virobnitstva, nadayutsya in obmezhenіy kіlkostі. In tsomu razі pіdpri-єmstva-virobniki Yea i monopolіstami їh meta - maksimіzuvati korotkostrokovy Prybutok Doty, Pokey Novi rinok not camp ob'єktom konkurentnoї Borotba.

2. Uprovadzhennya product on rinok - vstanovlennya nizhchoї tsіni, nіzh on analogіchnі goods on the market analysis. Rate product scho vprovadzhuєtsya on rinok, zazdalegіd understated. In okremih situatsіyah such strategіya tsіnoutvorennya zumovlena pragnennyam pіdpriєmstva zbіlshiti his chastku on market analysis. W look around to fіnansovy aspect dіyalnіst pіdpriєmstva, yak paying Taku strategіyu, yak Mauger harakterizuvatisya zbіlshennyam rozmіru pributku th pributku on vkladeny kapіtal so i digit znizhennyam rentabelnostі.

3. "Psihologіchnі tsіni" - descho nizhchі od pevnoї sumi (napriklad, 99 UAH); such Cena stvoryuє in spozhivacha psihologіchne vrazhennya nizhchoї tsіni.

4. Lіderstvo abo on market analysis in the Branch - vstanovlyuєtsya vіdpovіdno to tsіni, zaproponovanoї bunt competitors in the market analysis, - perevazhno provіdnoyu fіrmoyu the Branch. Cena lіdera not dopuskaє vstanovlennya tsіni on novі virobi vіdpovіdno to rіvnya tsіn golovnoї kompanії on market analysis. Rate on Novi virіb Mauger vіdhilyatisya od tsіni kompanії-lіdera deprivation in Pevnyi furrows, scho viznachayutsya yakіsnoyu that kіlkіsnoyu perevagoyu produktsії pіdpriєmstva over virobami bunt fіrm on market analysis.

5. Tsіni s vіdshkoduvannyam vitrat virobnitstva - vstanovlyuyutsya s urahuvannyam factuality vitrat on virobnitstvo produktsії th serednoї normalized pributku abo on market analysis in the Branch.

6. Prestizhnі tsіni - vstanovlyuyutsya on virobi nayvischoї of Quality, scho toil osoblivі, neperevershenі vlastivostі.

Marketingovі strategії vstanovlennya tsіni on nayavnі Flea market analysis on the one Hotel

For realіzatsії on market analysis preformed zbutu tovarіv i poslug rekomenduyutsya vіsіm main marketing strategіy tsіnoutvorennya, SSMSC zabezpechuyut pіdvischennya konkurentospromozhnostі pіdpriєmstva.

1. Zmіnno-spadna Cena at that virobi Hotel - vstanovlyuєtsya fallow od spіvvіdnoshennya popitu th Offers, postupovo znizhuyuchis at nasichennі market analysis.

2. Dovgostrokova Rate - taka, scho mayzhe not trivaly hour zmіnyuєtsya.

3. Rate spozhivchogo segment market analysis - Rate on priblizno odnakovі Vidi virobіv i poslug scho realіzuyutsya rіznim GROUP spozhivachіv (fallow od segmentuvannya specific market analysis for spozhivachami).

4. Elastichna Rate - vstanovlyuєtsya fallow od zmіni spіvvіdnoshennya mіzh popitom i propozitsієyu.

5. Perevazhna Rate - peredbachaє Pevnyi znizhennya tsіn on svoї virobi fіrmoyu, yak domіnuє on market analysis i Mauger zabezpechiti digit znizhennya vitrat virobnitstva for rakhunok zbіlshennya obsyagіv zbutu th ekonomії on vitratah, pov'yazanih s realіzatsієyu produktsії.

6. Rate on znyaty s virobnitstva virіb, Key infrastructure yakogo vzhe pripineno.

7. Rate, scho vstanovlyuєtsya nizhchoyu, nіzh in bіlshostі fіrm on market analysis.

8. Cena POA - vstanovlyuєtsya on spetsіalno vibranі Vidi virobіv abo on pevnі groupies virobіv odnієї chi kіlkoh fіrm i garantuє znachnі znizhki porіvnyano Zi zvichaynoyu tsіnoyu on odnakovі virobi at vikonannі spozhivachami Pevnyi minds pid hour kupіvlі product.

Marketingovі strategії tsіnoutvorennya in furrows tovarnoї Nomenclature

Marketing strategіya tsіnoutvorennya zmіnyuєtsya, Yakscho goods Je Chastain tovarnoї nomenclature. In tsomu razі FIRMA namagaєtsya rozrobiti tsіn system, yak zabezpechuvala b Maximum Prybutok for vsієyu nomenclature.

1. Vstanovlennya tsіn in the furrows of commodity assortment. Zdebіlshogo FIRMA stvoryuє not one product, but a goods assortment, tobto base model i kіlka її rіznovidіv. Cutaneous the following model assortment Got dodatkovі vlastivostі. Kerіvnitstvo fіrmi guilty priynyati rіshennya about stupіnchaste diferentsіyuvannya tsіn on rіznі modelі. When zastosuvannі takoї marketingovoї tsіnovoї strategії on skin rіvnі neobhіdno vrahovuvati rіznitsyu in sobіvartostі models vіdmіnnіst in otsіnkah їh vlastivostey pokuptsyami and takozh tsіni konkurentіv. Yakscho on Dvi modelі assortment tsіni rіznyatsya neіstotno, spozhivachі kupuvatimut doskonalіshu model in nasty razі - Mensch doskonalu.

2. Vstanovlennya tsіni for goods, scho dopovnyuyut Main. Cheema fіrm of order s of basic goods proponuyut goods, scho yogo dopovnyuyut, abo dopomіzhnі virobi. When tsomu kerіvnitstvo fіrmi Got virіshiti scho dotsіlno zarahuvati in vihіdnu tsіnu product yak standard set, and scho yak zaproponuvati dopomіzhnі virobi. Strategіya tsіnoutvorennya polyagaє in reglamentuvannі "neukomplekto-vanoї" modelі for nizkoyu tsіnoyu for zaluchennya spozhivachіv to kupіvlі staffing dodatkovimi attach tovarіv for vischoyu tsіnoyu. Cheap "Incomplete" model does not Got dostatnoї kіlkostі zruchnostey i perevag, to bіlshіst pokuptsіv vіdhilyayut її, kupuyuchi modelі, obladnanі dodatkovimi attach.

3. Vstanovlennya tsіn on obov'yazkovі goods component, Y deyakih Galuzo promislovostі viroblyayut so zvanі obov'yazkovі components scho toil vikoristovuvatis time h basic goods napriklad Lesa for golіnnya i fotoplіvka. Rate the component to product vstanovlyuєtsya, yak usually vischoyu, nіzh of basic commodities. Napriklad, Cena Cameras vіdnosno nizka and plіvki - temple. Tse provokuє pokuptsya kupuvati fotoaparat and plіvku vіn kupuvatime obov'yazkovo.

4. Vstanovlennya tsіn on pobіchnі produkti virobnitstva. Pererobka bagatoh vidіv sirovini pov'yazana s often appeared rіznih pobіchnih produktіv. Yakscho stink not toil tsіnnіsnoї znachuschostі and їh utilіzatsіya road tse poznachaєtsya on tsіnі main product. Virobnik pragne Know rinok for Tsikh pobіchnih produktіv i naychastіshe Ready vstanoviti whether yak tsіnu, Yakscho Won pokrivaє vitrati on їh zberіgannya i delivery. So vіn zmozhe zniziti tsіnu of basic commodities, Zroby yogo competitiveness spromozhnіshim.

Marketingovі strategії for geografіchnim principle

Takі strategії peredbachayut of acceptance rіshennya about vstanovlennya fіrmoyu rіznih tsіn for spozhivachіv in rіznih regіonah Kraina. Delivery tovarіv klієntam, SSMSC perebuvayut on pevnіy vіdstanі, do fіrmі dorozhche, nіzh delivery nayblizhchim klієntam. Naychastіshe vikoristovuyut takі varіanti vstanovlennya tsіn:

1. Vstanovlennya tsіni FOV at mіstsі viroblennya product. For tsієyu system products peredaєtsya perevіzniku on the minds of the Franco-wagon pіslya chogo OAO All of the goods i vіdpovіdalnіst for Demba rolling up zamovnika, yaky oplachuє OAO All vitrati, pov'yazanі s transportuvannyam od roztashuvannya Georeferencing Georeferencing priznachennya plant to product.

Perevagi: Tsey method daє zmogu naydostovіrnіshe otsіniti transport robot, oskіlki cutaneous zamovnik oplachuє її samostіyno.

Nedolіki: for vіddalenih klієntіv Produkciya koshtuє dorozhche, nіzh for nayblizhchih.

2. Vstanovlennya єdinoї tsіni іz zarahuvannyam to neї vitrat delivery. Qiu strategіyu zastosovuyut on protivagu FOB. FIRMA styaguє єdinu tsіnu іz zarahuvannyam to neї odnakovoї sumi the agriculture vitrat Square od vіddalenostі klієnta.

Perevagi simplicity obslugovuvannya i mozhlivіst reklamuvannya єdinoї tsіni in zagalnoderzhavnomu masshtabі.

3. Zonal Vstanovlennya tsіn. Tsei method Je serednіm mіzh vstanovlennyam tsіni FOB i єdinoї tsіni s urahuvannyam vitrat, pov'yazanih with delivery tovarіv. FIRMA viokremlyuє Dvi abo kіlka zones. Zamovniki, SSMSC perebuvayut in furrows odnієї Zoni, splachuyut one tsіnu have furrows іnshoї Zoni - іnshu. Spozhivachі in furrows kozhnoї okremoї tsіnovoї Zoni not toil zhodnih tsіnovih perevag one to one.

4. Vstanovlennya tsіn stosovno basis points. For tsієyu strategієyu Seller obiraє Pevnyi Misto yak i styaguє the basal s usіh zamovnikіv transportnі vitrati in sumі scho dorіvnyuє vartostі delivery s tsogo item Square od of zvіdki naspravdі vіdvantazhuєtsya goods.

Perevagi: vodnochase s pіdvischennyam sumarnoї tsіni for zamovnikіv, SSMSC rozmіschuyutsya nearby pіdpriєmstva for vіddalenih zamovnikіv tsya Cena znizhuєtsya.

5. Vstanovlennya tsіn s of acceptance on itself vitrat schodo delivery. In tsomu razі, dwellers zabezpechiti nadhodzhennya of order, the seller chastkovo abo tsіlkom bere on itself faktichnі vitrati on delivery. Mozhlivo, vіn vvazhaє scho zmozhe in Taqiy sposіb rozshiriti obsyagi svoєї dіyalnostі. Yak naslіdok, serednі vitrati zbіlshuyutsya, pokrivayuchi transportnі vitrati.

Marketingovі strategії znizhok i zarahuvan

Yak vinagorodu spozhivacham for pevnі dії (poperednya payment rahunkіv, pridbannya great ob'єkta, pozasezonnі zakupіvlі) bagato fіrm gotovі zniziti tsіnu.

1. Znizhka for platezhі gotіvkoyu - znizhennya tsіni for pokuptsіv, SSMSC quickly splachuyut rahunki. Napriklad, drain "2/10, net 30" oznachaє, scho Got Booty platіzh zdіysneny protyagom 30 dnіv, ale Mauger Seller zmenshiti scrip payment by 2%, Yakscho pokupets rozrahuєtsya protyagom 10 dnіv.

2. Quantity of Znizhka pridbanogo product - znizhennya tsіni for pokuptsya, yaky kupuє Velika Quantity product. Napriklad, drain "of 10 UAH for 1 piece. Kupіvlі at less then 100 pcs .; 9 UAH for 1 piece. Kupіvlі at 100 pcs. I bіlshe". Znizhki stimulyuyut spozhivacha kupuvati to one seller, not the kіlkoh.

3. Funktsіonalnі znizhki (znizhki in sferі torgіvlі). Tsі znizhki virobniki proponuyut services tovaroruhu scho vikonuyut pevnі funktsії, pov'yazanі s sale of goods, yogo zberіgannyam, keeping oblіku. Virobnik Mauger proponuvati rіznomanіtnі funktsіonalnі znizhki services rіznih trading kanalіv, oskіlki stink nadayut Yomou rіznі of character Hotel. Vodnochase vіn Got proponuvati єdinu znizhku for vsіh services scho incoming to warehouse okremogo channel.

4. Sezonnі znizhki - znizhennya tsіni for spozhivachіv, SSMSC kupuyut pozasezonnі goods. Sezonnі znizhki give zmogu prodavtsevі pіdtrimuvati stabіlny rіven virobnitstva protyagom rock.

5. Zarahuvannya - slit one kind znizhok. Napriklad, tovaroobmіnne zarahuvannya - tse znizhennya tsіni on Novi goods for minds, scho pokupets zdav Old. (Naychastіshe zastosovuєtsya in torgіvlі avtomobіlyami abo іnshimi goods trivalogo koristuvannya.)

Pid zarahuvannyami, spryamovanimi on stimulyuvannya zbutu, rozumіyut viplati abo znizhki s tsіni vinagorodi for dealers for the fate of ADs in programa i pіdtrimki zbutu.

6. Marketingovі tsіnovі strategії, spryamovanі on stimulyuvannya zbutu:

• unіversami th unіvermagi vstanovlyuyut on deyakі Flea zanizhenі tsіni s metoyu zaluchennya pokuptsіv, spodіvayuchis, scho stink th vodnochase pridbayut INSHI Flea Zi zvichaynimi natsіnkami;

• h metoyu zaluchennya bіlshoї kіlkostі klієntіv in pevnі promіzhki hour prodavtsі koristuyutsya tsіnami Especially for vipadkіv. So, for spozhivachіv schoroku conductive perednovorіchny rozprodazh tovarіv;

• іnodі virobniki proponuyut kupuvati goods from dilerіv, nadayuchi znizhku in tsіnі for platіzh gotіvkoyu in obumovlenі termіni. Such znizhka - gnuchky sposіb skorochennya trademark zapasіv in perіodi uskladnennya zbutu without znizhennya List tsіn.

Marketingovі strategії diskrimіnatsіynih tsіn

In razі vstanovlennya diskrimіnatsіynih tsіn FIRMA prodaє goods for EYAD abo bіlshe rіznimi tsіnami without urahuvannya rіznitsі in vitratah. When tsomu zastosovuyut pevnі marketingovі strategії:

1. W urahuvannyam kategorіy spozhivachіv - rіznі Username Lost Password for that samy goods splachuyut rіznі tsіni.

2. W urahuvannyam varіanta product - rіznі varіanti product prodayutsya for rіznimi tsіnami, ale without urahuvannya rіznitsі in vitratah on virobnitstvo.

3. W urahuvannyam mіstseznahodzhennya - goods prodaєtsya for rіznimi tsіnami in rіznih areas. When tsomu vitrati on yogo virobnitstvo that propozitsіya in Tsikh areas odnakovі (receipts theater fallow row th od Georeferencing).

4. W urahuvannyam hour. To dwellers strategіya vstanovlennya tsіnovoї diskrimіnatsії gave ochіkuvanі result, povinnі vikonuvatis pevnі minds:

• rinok Got pіddavatisya segmentuvannyu and otrimanі segments - rіznitis іntensivnіstyu popitu;

• spozhivachі segment de goods prodayutsya for nizkoyu tsіnoyu not povinnі mother zmogi pereprodati yogo dorozhche segmentі in fact, de Taqiy goods FIRMA prodaє for vischoyu tsіnoyu;

• competitors are not povinnі mother zmogi prodavatsya goods deshevshe in segmentі de FIRMA proponuє Yogo for tsіnoyu temple;

• vitrati, pov'yazanі іz segmentuvannyam Rinku th sposterezhennyam him not povinnі perevischuvati dodatkovih nadhodzhen Sumi, scho utvoryatsya vnaslіdok tsіnovoї diskrimіnatsії;

• vstanovlennya diskrimіnatsіynih tsіn not guilty at viklikati spozhivachіv oburennya i porodzhuvati vorozhіst;

• zastosovuvana fіrmoyu concrete form tsіnovoї diskrimіnatsії not guilty Buti protipravnoyu schodo chinnogo zakonodavstva.