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Pricing - Yerukhimovich IL

conclusions

1. Price policy is a significant part of the marketing policy of the enterprise (firm), which includes the strategy and tactics of market behavior of the commodity producer.

2. Price policy is a set of economic and organizational measures aimed at achieving the best results of economic activities with the help of prices, ensuring sustainable sales, and obtaining sufficient profit.

3. The price policy is designed to determine not only the price of the goods depending on the markets, but also its change in accordance with the life cycle of the goods, the actions of competitors, changes in the general conjuncture and other factors.

4. The life cycle of the goods is the period of the life of the goods from the moment of their appearance on the market to the moment of their being supplanted by a more perfect commodity, that is, in fact, up to complete moral depreciation.

5. The life cycle of a commodity consists of different stages, each of which requires the relevant producer and market tactics of the commodity producer.

6. The market behavior strategy is a general program of actions for the long term, which identifies the priorities of problems and resources for achieving the main objectives of the enterprise.

7. The tactics of market behavior consists of measures to implement the goals of commodity producers in a short period of time in accordance with the chosen strategy.

8. The strategy and tactics of market behavior of the commodity producer depend on the goals and directions of development of the enterprise (firm): extensive, intensive, integrated, diversified.

9. Extensive development assumes that the enterprise practically does not change the previously set goals, but sets a task to increase sales and profits in its segment of the market.

10. Intensive development is predetermined by the fact that the extensive way has exhausted itself, and it is necessary to enter new markets or develop modifications to the existing product.

11. Integrated development involves increasing incomes by combining with other enterprises, using their experience and resource potential (consortia, associations, etc.).

12. Diversified development means that the company develops fundamentally new products, develops new types of activities.

13. Classical marketing considers five basic stages (stages, phases) of the product life cycle: its research and development, implementation, sales increase, maturity, recession (aging). Each stage requires the use of various strategies and tactics of market behavior of the commodity producer: expanding the market, penetrating deep into the market, defending its market share; Increase in profitability of production.

14. The well-being of an enterprise is reliably ensured only when the life stages of the various goods overlap, that is, until the moment of saturation of the market with one commodity, a new product must enter the market.

15. The appearance of a gap between stages in time may lead to the loss of the marketer's position in the market, the deterioration of the economic performance of the enterprise (firm), possible bankruptcy.

16. Accounting for the life cycle of goods allows you to assess its competitiveness in dynamics, which is of special interest in the development of analog goods and principally new products.

17. The strategy for developing a new product should take into account the following points:

• whether the production of this product will lead to the long-term success of the enterprise (firm) and what it gives the consumer;

• Will the labor intensity of products decrease?

• whether the market has matured for this product;

• whether this strategy will ensure the concentration of forces and resources;

• whether the strategy is based on the strengths of the enterprise, whether there are resources to implement it;

• whether this strategy uses the hidden chances of the environment;

• whether this strategy is able to unite the team.

18. To achieve stability in sales, the development of a new product must begin before the entry of the previous product into the maturity stage.

19. Pricing policy of the enterprise directly depends on the chosen direction of its development and competitive tasks.

20. The most widespread in the market economy are such types of price policy: "price leader", "following in the fairway (behind the leader)", "attack", "cream removal", "introduction".

21. The use of this or that type of pricing policy depends on the adopted price strategy of the enterprise. The most typical price strategies include:

• maintaining a stable position in the market with moderate profitability and fairly satisfactory other economic indicators;

• Expansion of market share and, in accordance with this, price formation as an element of a set of marketing measures;

• maximization of profit, increase of profitability level;

• maintaining and ensuring the solvency of the enterprise;

• gaining leadership in the market and in setting pricing;

• Expanding the company's export capabilities;

• ensuring the survival of the company in a market economy and preventing bankruptcy.

22. Prohibited pricing strategies include:

• strategy of monopolistic pricing;

• strategy of dumping prices;

• Pricing strategies that restrict competition.

Test questions and tasks

1. Give the definition of the concept of "pricing policy of the enterprise (firm)."

2. What is the difference between the strategy and tactics of the market behavior of the commodity producer?

3. What is the product life cycle?

4. What are the stages of the JTC?

5. Describe each stage of the ZTST.

6. How does the ZHT stage affect the marketing strategy of the commodity producer?

7. How does the profit of the commodity producer vary depending on the stage of the JTS?

8. How does the quality of the product affect sales and profits?

9. List options for the extension of the ZTST.

10. What is the essence of the strategy for developing new products?

11. List possible directions of development of the enterprise (firm) and characterize each of them.

12. What is the essence of production diversification?

13. Name the most common pricing strategies of the enterprise.

14. List and characterize prohibited price strategies.

15. What are the types of pricing policy?

16. How is the pricing policy and the marketing strategy of an enterprise (firm) interconnected?