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Marketing - Pavlenko AF, AV Voychak

6.2. Algorithm marketing rozrahunku tsіn

Marketing rozrahunok tsіn (Fig. 36) - tse logіchna poslіdovnіst krokіv, Perche s yakih Je viznachennya tsіley tsіnoutvorennya. Vihodyachi іz mіsії that stratum gії pіdpriєmstva, metoyu tsіnoutvorennya Mauger Buti:

1. otrimannya pіdpriєmstvom pributku (stabіlnogo such scho postіyno zrostaє, mіnіmalnogo, dostatnogo);
2. dosyagnennya, zberezhennya chi zbіlshennya obsyagіv turnover (dohodіv od sale, chastki market analysis, kіlkostі odinits Prodan tovarіv);
3. vihіd on novі markets Agricultural Art chi segments;
4. Peremoga in konkurentnіy borotbі;
5. vizhivannya (zberezhennya Bodai mіnіmalnih obsyagіv sale);
6. sotsіalna vіdpovіdnіst (zabezpechennya tsіnovoї dostupnostі tovarіv spozhivacham).

Fig. 36. Marketing algorithm rozrahunku tsіni

Fig. 37. The system chinnikіv tsіnoutvorennya

On the other etapі doslіdzhuyutsya nayavnі obmezhennya, tobto chinniki, SSMSC viznachayut mozhlivy іnterval varіatsії tsіn on the chi Inshyj product (Fig. 37).

In sistemі obmezhen tsіnoutvorennya nayvazhlivіshim chinnikom Je value dinamіka th elastichnіst popitu that proponuvannya tovarіv.

Yak vіdomo, popit - tse Quantity tovarіv, Cauterets spozhivachі gotovі that mozhut pridbati for Dana tsіnu on danomu market analysis, protyagom danogo perіodu. Іsnuє kіlka chinnikіv smut, scho viznachayut value popitu: rіven tsіn, rіven dohodіv spozhivachіv, tsіnova elastichnіst popitu toscho. Law popitu stverdzhuє, scho on market analysis dіє Auburn zalezhnіst mіzh tsіnami that kіlkіstyu tovarіv, SSMSC kupuyut spozhivachі. Yakscho goods deshevshaє then yogo kupuyut bіlshe (as titles efekt zamіni). Grafіchno tse shown in Fig. 38.

Fig. 38. Curve popitu that proponuvannya

P 1, P 2 - Rate product;

P - rіvnovagi Cena (Cena, scho for danogo Rinku Je real yak result vzaєmodії popitu proponuvannya i);

Q 1, Q 2 - obsyagi zakupіvel, SSMSC vіdpovіdayut tsіnam P 1 i P 2;

q 1, q 2 - obsyagi proponuvannya, SSMSC vіdpovіdayut tsіnam P1 i P2.

Before klasychnoji schemes dії law popitu spozhivachі often making vlasnі korektivi. So, znizhennya tsіn vplivaє not the value of the real income spozhivachіv (as titles efekt income). On vіdmіnu od efekta zamіni efekt income Mauger prizvesti before scho spozhivachі kupuvatimut porіvnyano Mensch Quantity product, scho becoming deshevshe, Yakscho virіshat, scho Tsei goods gіrshy for INSHI, dorozhchі goods, SSMSC stink shaping can buy Teper, if їhnіy real dohіd zbіlshivsya (so Rank efekt Gіffena). Otzhe, sumarno efekt zmіni tsіni deposits od vіdnosnoї quantities that vіdnosnogo napryamku dії efektіv zamіni i income.

Vіdpovіdno to tsogo OAO All goods can be podіliti takі on the category:

1. Flea standartnoї of Quality: if tsіni znizhuyutsya them - efekt zamіni i income dіyut in one napryamku, stimulyuyuchi spozhivachіv kupuvati bіlshu Quantity product;
2. Flea nizkoї of Quality: tsіni if ​​they znizhuyutsya, efekt income stimulyuє spozhivachіv kupuvati bіlshe and efekt zamіni - less then (zbіlshuєtsya kupіvlya yakіsnih tovarіv). Yak usually efekt zamіni silnіshy and to spozhivachі not kupuyut bіlshoї kіlkostі such tovarіv, if Cena padaє on them;
3. so zvanі Flea Gіffena. Tsey view tovarіv Je rіdkіstyu. Pong іsnuyut deprivation there, de Taqiy on-valued goods pripadaє chastka vitrat spozhivachіv. Napriklad have kraїnah Immediately s nizkim rіvnem Promyslova rozvitku this product Je Fig. Yakscho vitrachaє Person of 90% on income Svoge Tsey product and deprivation 10% - in the INSHI produkti harchuvannya, napriklad, m'yaso then znizhennya tsіni on rice by 10% to Veda zrostannya real income by 9%. Todі Lyudin zbіlshuє spozhivannya m'yasa scho umozhlivlyuє їy zmenshennya spozhivannya rice. Navpaki have razі zbіlshennya tsіn Figure 10% Lyudin vzagalі not allowed sobі kupuvati m'yaso and to maximize musit zbіlshiti zakupіvlyu rice.

Tsіnova elastichnіst popitu - tse chutlivіst spozhivachіv to zmіni tsіn on produktsіyu. Vaughn vimіryuєtsya koefіtsієntom elastichnostі (KE), yaky pokazuє, yak vіdnosna zmіna tsіni (? P? P) sprichinyuє vіdnosnu zmіnu quantities popitu (? X? X)

de? X that? P - vіdpovіdno zmіna tsіni that popitu;

X is the P - values pochatkovі tsіni that popitu.

Meaning KE mozhut zmіnyuvatis od zero to neskіnchennostі. Yakscho KE = 1, then popit not zmіnyuєtsya of whether yakoї zmіni tsіni (absolutely neelastichny popit). Before tovarіv takoї the category Mauger Buti vіdneseny, napriklad, іnsulіn. Ailing to dіabet zrostannya tsіni on Tsey product is not strimuє od yogo pridbannya, oskіlki vіn to them Je zhittєvo neobhіdnim. Yakscho KE> ?, then navіt Neznachny zbіlshennya tsіni Mauger prizvesti to znizhennya popitu. In zagalnomu vipadku for neelastichnogo popitu KE zavzhdi Mensch od odinitsі for elastichnogo - bіlshy (Table 17.).

tABLE 17

FEATURE ELASTICHNOSTІ POPITU

Krіm nazvanoї, rozrіznyayut takozh perehresnu elastichnіst popitu i taku, yak viznachaєtsya rіvnem dohodіv spozhiva-chіv .

Perche mozhna rozrahuvati of the formula:

.

de? Ha Ha that - vіdpovіdno vіdnosna zmіna obsyagіv sale that Pochatkova їh stosovno values and product.

? Pb Pb that - vіdpovіdno vіdnosna zmіna tsіni that Pochatkova product Cena b.

Yakscho - Products vzaєmozamіnnі.

Yakscho - Products vzaєmodopovnyuvanі.

Yakscho - The product is not one single zamіnyuyut, mіzh them Absent competitive spіvvіdnoshennya.

Elastichnіst popitu fallow od rіvnya dohodіv spozhivachіv viznachayut of the formula:

.

de? X is the X - vіdpovіdno vіdnosna zmіna that Pochatkova values obsyagіv sale;

? With that C - vіdpovіdno vіdnosna zmіna that Pochatkova values dohodіv spozhivachіv.

Yakscho - Popit neelastichny, tobto zmenshuєtsya for zbіlshennya dohodіv (goods nizkoї of Quality). Behind popit bude elastichnim, tobto such scho zbіlshuєtsya in razі zrostannya dohodіv (goods visokoї of Quality).

Main chinnikami, SSMSC viznachayut tsіnovu elastichnіst popitu, Yea:

1. zamіnnіst tovarіv: scho bіlshe zamіnnikіv product, the elastichnіshim Je popit on Demba;
2. Pete Wagga product in dohodі spozhivachіv: scho vazhlivіshim Je Location product in byudzhetі spozhivachіv then Vishcha elastichnіst popitu on Demba;
3. nalezhnіst product to predmetіv rozkoshіv chi pershoї neobhіdnostі: scho blizhchy goods to zhittєvo neobhіdnih, the Mensch elastichnim Je popit on Demba;
4. Factor hour: elastichnіst popitu product directly deposits od promіzhku hour, neobhіdnogo of acceptance for rіshennya, oskіlki Zi zmіnoyu tsіni zmіnyuyutsya zvichki i relishes spozhivachіv.

Proponuvannya - product Quantity tse, yak i virobniki gotovі zgodnі vigotoviti i zaproponuvati for Dana tsіnu on danomu Rinku protyagom particular hour. Law proponuvannya stverdzhuє scho virobniki vvazhatimut dotsіlnim spryamuvati bіlshu Quantity resursіv on virobnitstvo danogo product for vіdnosno bіlsh temple rіvnya tsіni to Demba. Zmіna obsyagіv proponuvannya Mauger article vnaslіdok zmіni minds virobnitstva i supply tovarіv on rinok and the Same:

1. zmіni tsіn elementіv virobnitstva (zarobіtna board staff vartіst zasobіv virobnitstva): scho vischі takі tsіni, then less then proponuvannya, bo stench bezposeredno vplivayut on sobіvartіst;
2. Quantity of companies: scho їh bіlshe then bіlshі obsyagi proponuvannya;
3. rіven rozvitku tehnologії: scho Won doskonalіsha then bіlshe proponuvannya;
4. Rate product: scho Won Visha, the bіlshe proponuvannya.

Krіm popitu i proponuvannya chinnikami, SSMSC formuyut specific situatsіyu in tsіnoutvorennі i SSMSC doslіdzhuyut for rozrobki tsіn, Yea:

1. Mill groshovoї areas: scho bіlsha kupіvelna spromozhnіst pennies i spriyatlivіshy exchange rate, the bіlsha mozhlivіst pіdvischennya rіvnya tsіn, їh bagatovarіantnostі;
2. suspіlna virobnitstva Cena: scho menshі suspіlnі vitrati virobnitstva i serednіy Prybutok then bіlshy іnterval mozhlivoї zmіni tsіn;
3. Mill konkurentsії: scho bіlsha Pete Wagga tsіnovoї konkurentsії then menshі mozhlivostі pіdvischennya rіvnya tsіn;
4. suspіlno Sovereign polіtika regulyuvannya tsіn: potuzhnіshoyu scho Yea such a system, the menshі mozhlivostі vstanovlennya nepomіrno tsіn temple;
5. monopolіstichne regulyuvannya tsіn: scho yogo Vishcha mіra then nedoskonalіshoyu s Look marketingovoї іdeї Je tsіnoutvorennya system;
6. i yakіst novelty product: scho stink vischі then oberezhnіshim Got Booty rozrahunok tsіn;
7. supply obsyagi: scho stink bіlshі then nizhchoyu Mauger Buti Rate;
8. vzaєmovіdnosini mіzh pokuptsem i owner: scho stink trivalіshі then pomіrnіshі tsіni;
9. supplies minds: Yakscho stink spriyatlivіshі for pokuptsya, then Cena bude vischoyu;
10. Quantity prodavtsіv i pokuptsіv: scho їh bіlshe then skladnіshe zmіniti tsіnu.

The following Etap marketingovoї rozrobki tsіni Je rozrahunok vitrat pіdpriєmstva on virobnitstvo that realіzatsіyu produktsії. Tsі vitrati podіlyayutsya on takі Vidi:

postіynі (fіksovanі) - not zmіnyuyutsya fallow od obsyagіv produktsії Key infrastructure (zarobіtna board aparata upravlіnnya, amortizatsіynі vіdrahuvannya, strahovі vneski toscho);

zmіnnі - zmіnyuyutsya fallow od obsyagіv virobnitstva (vartіst sirovini, materіalіv, Fuel type, zarobіtna board robіtnikіv that іn.);

povnі (Total value) - som i postіynih zmіnnih vitrat;

serednі (pitomі), in addition chislі postіynі, zmіnnі, povnі, vitrati s rozrahunku on odinitsyu produktsії;

marzhinalnі - zbіlshennya (zmenshennya) Povny vitrat for vіdpovіdnogo zbіlshennya (zmenshennya) obsyagu virobnitstva on odinitsyu produktsії.

Yakscho analіz Sistemi tsіnoutvoryuvalnih chinnikіv daє zmogu vstanoviti maksimalnі mezhі tsіn on goods, analіz vitrat - їhnі mіnіmalnі values. Koli tsіni nizhchі for vitrati, pіdpriєmstvo pributku not matim.

Pіslya tsogo nastaє Etap establishing pribliznogo rіvnya tsіn. Tse zdіysnyuєtsya through analіz real tsіn on konkurentnі goods. Jerel Informácie for such analіzu Je porіvnyalnі zakupіvlі tovarіv-konkurentіv, fate in vistavkah, fairs, vivchennya prospektіv, katalogіv, vіdpovіdnі ekspertnі otsіnki, opituvannya spozhivachіv.

Kіntsevim Etap algorithm marketing rozrahunku tsіn Je vibіr method chi metodіv tsіnoutvorennya and takozh bezposerednіy rozrahunok tsіn.