Sekizinci Blm Fiyat

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Sekizinci BölümFiyat

• Prof.Dr. Günal ÖNCE

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Fiyatin önemi

• Price is a key element in the marketing mix
  because
• Directly
  -Price
  relates directly to the generation of total
  revenue -Price is also the only
  marketing mix element that generates revenue,
  others are costs
• Indirectly
• -Price can be a major determinant of the
  quantity of goods sold
  
  -Price also influences total costs
  through its impact on quantity sold
• Symbolically
  -Price has a
  psychological impact on customers
  -By raising price the quality of the product
  can be emphasised
  -By
  lowering price marketers can emphasis a bargain

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Price and Competition

• Price competition
• Is a policy whereby marketers emphasises price as
  an issue and matches or beats the prices of
  competitors

• Non-price competition
• Is a policy in which a seller elects not to focus
  on price but to emphasis other factors instead.

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Non-Price Competition

• Non price competition is done in the following
  ways
• - Reinforcing the quality image of the product
• - Reinforcing the desirability of the product
  benefits
• - Using extended warranty to help customers
  think they are getting more for their money
• - Emphasise the longer term cost saving derived
  from using this product with the cheaper
  competition
• - Customer loyalty cards
• - Incentives for purchasing off-peak, or out of
  season
• - Internet shopping
• - Home delivery systems

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When Setting Prices
Internal Factors
Pricing Decisions
Positioning Objectives
Target Market
External Factors
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External Factors that affect Pricing Decisions

• The Market and Demand
• Pricing in Different Types of Markets
• Consumer Perceptions of Price and Value
• Price-Demand Relationship
• Price Elasticity of Demand
• Competitors Costs, Prices and Offers
• Other External Factors

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External influences on pricing

• Customers and consumers demand elasticity
  price sensitivity
• Channels of distribution need to cover costs,
  value added to products desired margins
• Competitors pricing under different market
  structures
• Legal and regulatory freedom to set prices,
  unfair pricing practices sales taxes, VAT and
  their impact on prices

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Internal External Influences on Pricing

• Internal factors - Marketing
  strategies .Targeting .positioning
  and .marketing mix strategy -Financial
  strategies .the cost base of fixed
  variable costs .the financial
  objectives of the organisation

• External factors -Types of
  customers .customer perception of
  value of the product .elasticity of
  demand -the competitiveness of the
  market place .perfect competition
  .monopolistic
  .oligopolistic
  .pure monopoly

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Marketing Mix Variables that Affect Pricing
Decisions
Product Design and Quality
Marketing-Mix Strategy
Distribution
Non-Price Factors
Promotion
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Internal Factors Affecting PricingDecisions
Marketing Objectives
Marketing-Mix Strategy
Costs
Organizational Considerations
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Fiyatlandirma Hedefleri

• Cari karin maksimizasyonu
• Hedef kar
• Pazar Payi (pazara derinligine girme)
• Satis gelirlerinin maksimizasyonu
• Pazarin kaymagini alma

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Fiyatlandirma Kararlarini etkileyen Çesitli çikar
gruplari

• Araci kuruluslar
• Rakipler
• Üretim faktörleri sahipleri
• Hükümet
• Isletmenin diger bölüm yöneticileri

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Fiyatlandirma sürecinde gözönünde tutulmasi
gereken faktörler

• Mamulün üretim veya alim maliyeti
• Mamule olan talep,
• Rekabet durumu,
• Hedef alinan Pazar payi,
• Pazarin kaymagini alma veya pazarin derinligine
  girme stratejisi
• Pazarlama karmasinin diger unsurlari

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Fiyatlandirma yöntmleri

• Maliyete yönelik fiyatlandirma
• Talebi temel alan fiyatlandirma
• Rekabete yönelik fiyatlandirma

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Maliyete yönelik fiyatlandirma

• Maliyet arti usulü
• Degisken maliyet esasi
• Tam maliyet esasi
• Hedef fiyatlandirma (sabit kar hedefli)

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Breakeven Analysis
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Demand Curves
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Talebe yönelik fiyatlandirma

• Maliyet degil alici, daha dogrusu alicinin malin
  degerine iliskin degerlendirmesi esas alinir.

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Rekabete yönelik fiyatlandirma

• Cari fiyat (piyasa fiyatini) esas alma
• Kapali zarf usulü

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Psikolojik fiyatlandirma taktikleri ve
uygulamalari

• Küsüratli fiyatlandirma
• Sabit fiyatla fiyatlandirma
• Prestij fiyatlandirma
• Miktar indirimi yoluyla fiyatlandirma

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Tutundurucu fiyatlandirma

• Fiyat liderleri,
• Özel-olay fiyatlamasi
• Nakit iadesi veya bir mamul verme,
• Özel-faizli ödeme plani
• Suni indirim veya psikolojik iskonto

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Farklilastirilmis fiyatlama (fiyat
farklilastirmasi

• Tüketici esasina göre,
• Mamul esasina göre,
• Imaj esasina göre,
• Yer esasina göre,
• Zaman esasina göre,

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Price-Adjustment Strategies
Psychological Pricing
Promotional Pricing

• Adjusting Prices for Psychological
• Effect.
• Price Used as a Quality Indicator.

Geographical Pricing

• Temporarily Reducing Prices to
• Increase Short-Run Sales.
• i.e. Loss Leaders, Special-Events

International Pricing

• Adjusting Prices to Account for the
• Geographic Location of Customers.
• i.e. FOB-Origin, Uniform-Delivered,
• Zone Pricing, Basing-Point,
• Freight-Absorption.
• Adjusting Prices for International
• Markets.
• Price Depends on Costs, Consumers,
• Economic Conditions Other Factors.

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Indirimli fiyatlar ve diger fiyat farklilastirma
taktikleri

• Nakit iskontolari
• Miktar iskontolari
• Fonksiyonel iskontolar
• Mevsimlik iskontolar,
• Cografi farklilastirma,
• FOB fiyat
• Tek teslim fiyati
• Bölge teslim fiyati

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Price-Adjustment Strategies
Price Adjustment Strategies
Segmented Adjusting Prices to Allow for
Differences in Customers, Products, or Locations.
Discount Allowance Reducing Prices to
Reward Customer Responses such as Paying Early or
Promoting the Product.
Cash Discount
Customer
Quantity Discount
Product Form
Functional Discount
Location
Seasonal Discount
Time
Trade-In Allowance
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Initiating and Responding to Price Changes
Initiating Price Cuts
Competitor Reactions to Price Changes
Price Changes
Buyer Reactions to Price Changes
Initiating Price Increases
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Value-Based Pricing
Cost-Based Pricing
Value-Based Pricing
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Yeni mamulü fiyatlandirma stratejileri

• Pazarin kayagini alma stratejisi
• Pazar derinligine girme

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Mamul hattinin fiyatlandirilmasi

• Mamul hatti, kullaniminda ve fiziksel
  özelliklerinde benzerlik olan mamullerden olusur
• Bagintili talep bir malin talebinin diger malin
  talebini etkilemesi halinde bu iki malin talebi
  bagintilidir.
• Bagintili maliyet bir malin üretimindeki bir
  degisme diger malin maliyetini etkiliyorsa bu
  mallarin maliyetleri bagintilidir.

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