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Marketing - Pavlenko AF, AV Voychak

6.3. Upravlіnnya tsіnami pіdpriєmstva

In marketingovіy dіyalnostі pіdpriєmstva rozrahunok tsіn for tim chi іnshim method - tse tіlki Purshia Step to rozv'yazannya odnієї s nayvazhlivіshih problems: viznachennya such rіvnya tsіn, yaky bi robiv products available for spozhivachіv, komertsіyno vigіdnimi for pіdpriєmstva i konkurentospromozhnimi. Nadalі tsіnu tovarіv regulyuyut on pіdstavі for Change, SSMSC vіdbuvayutsya in navkolishnomu BIZNES-seredovischі. Otzhe, upravlіnnya tsіnami - tse processes їh koriguvannya on pіdstavі strategії i pіdpriєmstva tactics and takozh dії sub'єktіv, forces i minds navkolishnogo BIZNES-seredovischa.

In Process upravlіnnya tsіnami shaping can Buti vikoristanі takі strategії chi polіtiki.

Polіtika postupovogo znizhennya tsіn. Vaughn harakterizuєtsya vіdnosno rіvnem tsіn temple at the time of vivedennya rinok on the new product. Dali, vіdpovіdno to kontseptsії zhittєvogo produktsії cycle їh rіven postupovo znizhuєtsya.

Je kіlka peredumov vikoristannya takoї tsіnovoї polіtiki:

1. by au-Perche, nayavnіst dostatno velikoї kіlkostі potentsіynih pokuptsіv s temple kupіvelnoyu spromozhnіstyu, poіnformovanіstyu about Danian goods i GOSTR required in nomu;
2. Alternatively, Neznachny obsyag directly vitrat on virobnitstvo danoї produktsії, scho robit mozhlivim otrimannya pributku in razі navіt smallest in obsyagіv Pervin sale;
3. in tretє, diferentsіyovanіst product od іnshih trademark propozitsіy danomu on market analysis, scho unemozhlivlyuє Shvidky reaktsіyu konkurentіv;
4. in the fourth, a temple yakіst product populyarnіst yogo tovarnoї brand.

The basic perevaga takoї polіtiki viplivaє s tієї prostoї іstini scho tsіni zavzhdi Legshei zmenshuvati, nіzh zbіlshuvati. Zavdyaki takіy polіtitsі Flea trivaly hour zberіgayut his rinkovu privablivіst i visokі obsyagi zbutu. The main problem here Je vstanovlennya right Pochatkova rіvnya tsіn, let's yaky bi mozhlivіst їh postupovogo znizhennya Zi zberezhennyam komertsіynih іnteresіv pіdpriєmstva. Through tse nayskladnіshim in realіzatsії takoї polіtiki Je sama Purshia Krok.

Polіtika "znіmannya vershkіv". Such polіtika vikoristovuєtsya schodo tovarіv, SSMSC nalezhat to the category of fashionable novelties, kotrі toil Neznachny trivalіst zhittєvogo cycle. Vaughn harakterizuєtsya maximum mozhlivimi temple tsіnami pid hour vivedennya on rinok new product i hour yogo іsnuvannya on tsomu Rinku yak product novelties. Peredumovami vikoristannya takoї polіtiki Je temple, mayzhe azhіotazhny popit on Taqiy product Neznachny elastichnіst popitu, nayavnіst vіdpovіd tion tsіnovogo segment market analysis spozhivachіv, neobіznanіst pokuptsіv s real vitratami virobnika on virobnitstvo tsogo product and takozh small ymovіrnіst shvidkoї reaktsії konkurentіv.

Perevagami takoї polіtiki Je mozhlivіst Shvidky pokrittya vitrat on virobnitstvo that marketing otrimannya vіdpovіdnih pributkіv, pіdvischennya іmіdzhu pіdpriєmstva yak innovator and takozh regulyuvannya nebazhano popitu temple. Prote Visokiy rіven tsіn Je zanadto privablivim konkurentіv i for scho Mauger zmusiti pіdpriєmstvo vіdmovitis in kіntsevomu pіdsumku od dalshoї robots s danim product, piece skorotiti yogo zhittєvy cycle.

Polіtika proniknennya. Vaughn vikoristovuєtsya pіdpriєmstvom for vivedennya svoїh tovarіv on novі markets Agricultural Art, stvorennya there nalezhnogo popitu. Takіy polіtitsі pritamannі nizkі pochatkovі tsіni, SSMSC in mіru zrostannya popitu, populyarnostі tovarіv, їh vіdpovіdnoї adaptatsії to novih rinkіv postupovo shaping can takozh pіdvischuvatis. Before takoї polіtiki protrude todі, if on the market analysis, scho osvoyuєtsya pіdpriєmstvom, іsnuє dosit Visokiy rіven konkurentsії i if yogo mozhna podіliti into segments viokremlyuyuchi Ti s them, de elastichnіst popitu Je temple and spozhivachі not spriymayut nizkoї tsіni yak pokaznik nizkoї of Quality produktsії.

Golovna peredumova vikoristannya takoї polіtiki polyagaє in nayavnostі dostatno mіstkogo market analysis, neobhіdnoї kіlkostі tovarіv, scho robit mozhlivim dosyagnennya obsyagіv great turnover, and for rakhunok tsogo prohodzhennya pіdpriєmstvom point bezzbitkovostі, otrimannya pributkіv him.

Perevagami here Je nayavnіst real mozhlivostey proniknennya on rinok for rakhunok nadannya spozhivacham specific tsіnovih vigіd, stvorennya pіdpriєmstvu competitive prіoritetu. Prote in takіy polіtitsі Je th nedolіki - zbitki, SSMSC toil Location in protsesі vprovadzhennya product on rinok, i rizik not pass bezzbitkovostі point.

Polіtika diferentsіyuvannya tsіn. Tse sales of the product rіznim pokuptsyam, abo in rіzny hour (in fact i chislі protyagom Dobie) abo on rіznih teritorіyah for rіznimi tsіnami. Such polіtika vikonuє two zavdannya:

1. by au-Perche, pristosuvati dіyalnіst pіdpriєmstva to drain rіznih rinkіv (segmentіv) de іsnuyut rіznі minds konkurentsії, іntensivnіst popitu, income spozhivachіv, spriynyattya them of chi іnshogo rіvnya tsіn;
2. Alternatively, dosyagti virobnicho-ekonomіchnih, zbutovih chi logіstichnih perevag s Look at vplivu povedіnku spozhivachіv.

Rozrіznyayut kіlka vidіv tsіnovoї diferentsіatsії:

1. prostorovu (rіznі tsіni in kraїnі that for її mezhami abo in rіznih Chastain Kraina);
2. hours (rіznі tsіni pid hour season chi pose him Uden Vnochi i);
3. fallow the method od vikoristannya product (vikoristovuєtsya chi yak yak palivo sirovina);
4. for spozhivachіv GROUP (napriklad, pіlgovі tariffs for veteranіv, studentіv toscho);
5. fallow od magnitude partії product, scho zakupovuєtsya spozhivachem (scho bіlsha partіya then nizhchі tsіni).

HEAD peredumovoyu vikoristannya takoї polіtiki Je nayavnіst dostatno diferentsіyovanih for spriynyattyam tsіn spozhivachami segmentіv market analysis, mozhlivіst їh ohoplennya pіdpriєmstvom that Ekonomichna dotsіlnіst tsogo. HEAD perevagoyu here Je horoshі PERSPECTIVE dosyagnennya great obsyagіv turnover, zaluchennya dostatnoї kіlkostі spozhivachіv.

Prote in rіznih kraїnah to takoї polіtiki constitute ambiguous. Podekudi її kvalіfіkuyut tsіnovu diskrimіnatsіyu yak, scho pereslіduєtsya law. There whether the seller Money Does razі musit bring, scho rіznitsyu in tsіnah on the samy goods zumovleno vіdpovіdnoyu rіznitseyu in vitratah on virobnitstvo chi zbut produktsії.

Polіtika LUXURY tsіn. Tsya polіtika Got to uvazі utrimuvannya pіdpriєmstvom dosit temple tsіn on svoї goods. HEAD peredumovoyu takoї polіtiki Je Visoka reputatsіya pіdpriєmstva, Nadzvychaina sytuatsia Visoka yakіst that unіkalnіst produktsії Yogo, Yogo zagalne viznannya tovarnoї brand. When tsomu Visoka Rate for Rinku Pevnyi segmentіv Je Elements pіdtverdzhennya spozhivachіv prestige.

HEAD nedolіkom takoї polіtiki Je zalezhnіst pіdpriєmstva od negatively kon'yunkturnih for Change. Ale whether there scho for zberezhennya prestige tsіni not zmenshuyutsya, oskіlki tse meant b perehіd pіdpriєmstva i yogo produktsії in nizhchu kategorіyu and Povernennya ago, yak already zaznachalosya, Je mayzhe nemozhlivim.

Polіtika psihologіchno comfortable tsіn. Such polіtika bere to uwagi spriynyattya spozhivachami of chi іnshogo rіvnya tsіn for goods vihodyachi іz їhnoї "vnutrіshnoї logіki". So, head vvazhati: tsіni not slіd poznachati in "round" numbers (napriklad, the US vvazhayut scho chi tsіni 1.90 12.99 Dolar Username Lost Password nіbito spriymayut lіpshe, nіzh 2.0 13.0 dolarіv chi, hoch real rіznitsya nesuttєva here). In Pevnyi vipadkah rekomenduyut ukazuvati tsіnu per 100 g product, rather than 1 kg.

Polіtika "shikuvannya" tsіn. Її vikoristovuyut razі sale at great assortment tovarіv odnієї from within the category (tovarnoї lіnії). Zgіdno s tsієyu polіtikoyu tsіni "vishikovuyutsya" so dwellers tsіnovy number CCU dostatno diferentsіyovanim. Napriklad, tsіnovy number 5, 8, 12, 16 Yea ratsіonalnіshim, anіzh 5, 6, 7, 8 toscho.

Polіtika poslіdovnogo prosuvannya market analysis segments. Taku polіtiku vikoristovuyut in mіru nasichennya yakogos segment (yak usually prestizhnіshogo) danim item. Znizhennya tsіni suprovodzhuєtsya proponuvannyam product іnshomu, Mensch prestigious segment (іnshіy grupі spozhivachіv). Zmіni tsіlovogo priznachennya tovarіv i rіvnya tsіn potrebuyut obov'yazkovih vіdpovіdnih Change log in polіtitsі rozpodіlu.

Polіtika "zbitkovogo lіdera". Tse polіtika tsіn for goods SSMSC vikoristovuyutsya spozhivachami in komplektі. Here the main parts kit Mauger prodavatsya navіt for zbitkovoyu tsіnoyu. Tsey zbitok pokrivaєtsya for rakhunok uniquely vischih tsіn on dopovnyuvalnі detalі chi zapasnі Chastain.

Polіtika gnuchkih tsіn. Vaughn peredbachaє Shvidky reaktsіyu pіdpriєmstva on zmіnu spіvvіdnoshennya popitu i proponuvannya on market analysis. Vіdpovіdnі zmіni tsіni mozhut vіdbuvatis navіt protyagom Dobie.

Polіtika stabіlnih tsіn. Її vikoristovuyut, yak usually for tovarіv masovogo popitu, if tsіni them zalishayutsya stabіlnimi trivaly hour nezvazhayuchi on zhodnі kon'yunkturnі Oscillations.

Polіtika tsіn rinkovoї perevagi. Ney koristuyutsya pіdpriєmstva, SSMSC toil perevagu on market analysis i mozhut zabezpechiti znizhennya svoїh vitrat on virobnitstvo i Marketing, pіdvischennya dohodіv od realіzatsії tovarіv for rakhunok great obsyagіv zbutu. For takoї polіtiki Flea prodayutsya for tsіnoyu descho nizhchoyu, nіzh in-konkurentіv of companies.

Polіtika tsіn for goods znyatі s virobnitstva. Here nasampered potrіbno viznachitis to yakoї nalezhat tsі category of goods. Yakscho goods povnіstyu vtrativ his rinkovu privablivіst then vikoristovuyut tsіni rozprodazhu, tobto dosit nizkі. Yakscho Well vіn otrimav status product-retro (napriklad, zapasnі Chastain to avtomobіlіv passed rokіv) tobto becoming dosit privablivim pevnoї for the category spozhivachіv, yogo orієntuyut on qiu spetsifіchnu nіshu Rinku i prodayutsya for dosit tsіnami temple.

Vіdoma takozh tsіnova polіtika vizhivannya. Here bunt metoyu pіdpriєmstva Je zalishitis in bіznesі, zberegti svoїh klієntіv, dochekatis for Change Positive kon'yunkturnih. The basic osoblivіst tsієї polіtiki - sales tovarіv for nizkimi, navіt zbitkovimi tsіnami.