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所在平台: Udemy |
课程主页: https://www.udemy.com/course/golden-class-vigilant-business-pricing/
课程评论：没有评论
课程名称：专业定价的关键 课程概述：定价是企业设定其产品和服务销售价格的过程，并可能成为企业市场计划的一部分。定价涉及一些重要的基本方面：价格带来收入，价格可调节，价格与品牌感知、消费者心理和产品差异化相关；价格与质量及消费者和营销人员的质量感知有关系；价格影响需求，是对抗竞争的工具。价格还与如收支平衡等会计市场及财务加成（例如投资回报率）相关联。价格是商品或服务价值的货币表达，产品或服务的价格反映了卖方认为其价值，而管理者在设定价格时可以将其开发和营销产品所产生的成本加进去。在许多情况下，价格是公司产品价值的货币等价物。定价决策包括：确定定价目标、评估需求、估算成本、分析竞争对手的成本、价格和报价，并选择最终价格。定价对任何公司都非常重要，因为这是唯一能够保证收入、收益和利润的营销组合要素，而不是带来成本。忽视定价动态会导致企业面临重大问题。高层管理者必须参与定价，并需考虑所有内部和外部因素，包括价格歧视和价格敏感性。公司需要谨慎使用定价策略以获得竞争优势。
Pricing is the process whereby a business sets the price at which it will sell its products and services, and may be part of the business's marketing plan. As can be noticed there are few important and fundamental aspects of pricing: price bring revenue, price is adjustable, price has an association with brand perception, utility consumer psychology and product differentiation as well, price has an association with quality and quality perception from the side of the consumer as well as the marketer, price influences demand, price is a tool to fight competition, price is associated with accounting markets like break even decided by the marketer, price is associated with financial mark-up like rate o return etc. Price is the exchange of value of goods or services in terms of money., price of a product or service is what the seller feels it is worth, in terms of money.Managers can set prices as an addition to what cost they have incurred in developing and marketing the product. In many instances price is the rupee equivalent of the value of the company's product. Pricing decision involves: decide the price objective, determine the demand, estimate the cost, analyse the competitors cost, prices and offers and select the final price.Pricing is very important to any firm because it is the only one in the marketing mix that guarantee income, revenue and profit rather than creating cost. Failure to understand the dynamics of pricing will create a big problem for any business. Top management must have input in pricing, all factors in pricing need to be taken into consideration both internal and external factors, price discrimination and price sensitivity must be taken care off. It is important for companies to use pricing strategies carefully to have competitive edge.
