Chapter 6
Capturing Customer Value: Price to Exchange
Preço e Troca
Traditionally, price refers to the monetary value the customer pays for a product or service.
But, a consumer also spends time and effort searching for ...
Os Cinco Cs da Precificação
Effective pricing strategies are built upon the five Cs of pricing. These include Company Objectives, Customers, Cost, Competition, and Channel Members.
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Considerações Internas que Afetam as Decisões de Preços
Pricing decisions are influenced by internal factors, such as the company's marketing strategies, objectives, marketing mix, and organizational ...
Considerações externas que afetam as decisões de preços
Pricing decisions are influenced by several external factors.
Firstly, the market structure, which categorizes industries based on the level and type of ...
Métodos de precificação
Pricing methods are of three types.
First is cost-based pricing, in which prices are determined by adding a profit margin to the production cost.
For ...
Estratégias de preços
In marketing, Everyday Low Pricing and High/Low Pricing are two key pricing strategies.
Brands select between EDLP and high/low pricing depending on ...
Táticas de Preços I
Pricing tactics are temporary methods businesses utilize to adjust prices according to the five Cs to stimulate demand and attain marketing objectives.
...
Táticas de Preços II
Businesses enhance sales by using various pricing tactics.
The first tactic is Rebate pricing, where customers are offered a partial refund after purchase ...
Estratégias de Preços de Novos Produtos
The two most prevalent pricing strategies for new products are market-skimming and market-penetration pricing.
In market skimming pricing, a company sets ...
Estratégias de Preços do mix de produtos I
Product mix pricing strategies guide businesses in setting prices across their product lines to optimize profits. There are five key types.
First is ...
Estratégias de Precificação do Mix de Produtos II
Businesses with diverse product offerings use product mix pricing strategies to optimize profits, elevate their products' perceived value, and offer ...
Estratégias de Ajuste de Preços I
Price Adjustment Strategies enable businesses to adjust their prices in response to shifts in consumer demand and the competitive landscape.
These include ...
Estratégias de Ajuste de Preços II
Price adjustment strategies allow businesses to adjust prices based on the customer's location, behavior, demand, and the country where products are ...
Mudanças de Preço
To remain competitive, businesses must proactively manage prices by initiating price changes or responding to those of competitors.
These adjustments can ...
Políticas Públicas e Preços
Government-imposed public policies aim to prevent illegal pricing practices. The policies differ based on a country's economic conditions and market ...
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