Коммерческая деятельность. Ценообразование (конспект лекций)

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Коммерческая деятельность. Ценообразование (конспект лекций)

Lecture notes, cheat sheets

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44. Pricing

When choosing a pricing method, it is necessary to take into account three main factors, which include: consumer demand, cost indicators and the pricing policies of competitors.

According to these factors, three price cap levels are determined. The lower level of the price cap is made up of costs, the middle level is determined by the prices of competitors, and the high level of the price cap is the opinion of buyers about the product. In order to choose the right pricing method, at least one of the factors must be considered.

The simplest pricing method is the method of charging a premium to production costs per unit of output.

This method is used for the following reasons: it is much easier to calculate the amount of costs than to estimate consumer demand; firms using this method will set approximately the same price level, which will reduce competition; the application of this method is mutually beneficial for buyers and sellers.

A common method of price formation is the method of price calculation, which is based on compliance with the level of profitability of capital invested in the business.

Pricing methods include a method that uses the perception of the value of the goods by buyers.

When using the price-based method, a high-quality product may be priced at a low price. This method allows you to attract the attention of a larger number of buyers to your products, who will appreciate the affordable prices and good quality of the goods.

You can set the price of goods based on the use of the current price level of competitors. Firms that are engaged in the production and sale of similar products charge approximately the same prices for goods.

The final price is set after consideration of additional factors, which include: the psychological factor of price perception, the pricing policy of the company, the attitude of other market participants to the price.

The attitude to the prices of the company of other market participants is in the reaction to the prices of distributors, dealers, sales representatives.

Adaptation of prices in the market depends on various conditions, including: geographical characteristics, differences in the requirements of individual market segments, order volumes, the use of discounts and offsets, and others.

Having established the initial value of prices, in the process of selling goods, the company may find itself in a situation where it is necessary to raise or lower them.

Any change in prices in the market causes a reaction from consumers, market participants (distributors, dealers), suppliers and competitors.

In the process of entrepreneurial activity, a businessman is obliged to acquire the skills of conducting a pricing policy.

Authors: Egorova E.N., Loginova E.Yu.

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