6.3 : 影响价格决策的内部考虑因素

Pricing decisions are influenced by internal factors, such as the company's marketing strategies, objectives, marketing mix, and organizational considerations.

Marketing strategies, including STP, significantly impact price. For instance, brands positioned as luxury command higher prices, while those posited as affordable are priced lower.

The company's objectives also shape pricing decisions, with profit-oriented goals maximizing profit through competitive pricing and sales-oriented objectives aiming to increase sales volume or market share.

Customer-oriented goals consider customer needs, perceived value, and willingness to pay while driving pricing decisions.

Marketing mix decisions, such as product design, distribution, and promotion, also influence price.

For example, a high-performing or innovative product with exclusive distribution and promotional requirements may necessitate a higher price to balance increased costs.

Lastly, organizational factors, such as who sets prices, influence pricing. These decisions, made by different management levels, must align with the firm's overall strategy, market conditions, and adaptability to ensure a successful pricing strategy.