Product

Price

Placement

Promotion

ProcessPeople

Physical Place

produs/serviciu

3

Servicii/produse

TangibleDominant

IntangibleDominant

SaltSoft Drinks

DetergentsAutomobiles

Cosmetics

AdvertisingAgencies Airlines

InvestmentManagement

ConsultingTeaching

Fast-foodOutlets

Fast-foodOutlets

4

Servicii versus produse

Intangibilitate

PerisabilitateProductie

simultana cu consumul

Eterogenitate

Pret

“A cynic knows the price of everything, but the value of nothing” Oscar Wilde

Economist

Pretul e determinat de cerere si oferta

Contabil

Pretul - mai mare decit costul => profit

Consumator

Pretul reprezinta valoare

Marketer

Pretul - oportunitate de avantaj competitiv

4 perspective

Obiective

Financiare• Maximizare profit• Atingere rate of return • Maximizarea cifrei de afaceri• Imbunatatire cash flow

Marketing• Market share• Competitive attack/ defense• Increase sales

Price is what you pay. Value is what you get.

Warren Buffett

pret

• pret• taxa• dobanda• chirie• comision

Abordarea pretului

• Cost based pricing• Value based pricing• Competition based pricing

Strategii de pret

• Introductory pricing• Product line pricing• Price adjustments

Source: World Features Syndicate

Transatlantic Call $75 for 3 min 1927

Microwave Oven $3000 1947

FAX unit rental $850 per month 1964

Pocket Calculator $150 1970

VCR Tape $50 1974

Introductory pricing

Strategii de pret

• Introductory pricing–Price skimming–Penetration pricing

Strategii de pret

• Product line pricing–Line pricing - diferenta de pret in portofoliul de produse–Optional product pricing - pretul unui produs/serviciu suplimentar–Captive product pricing –By-product pricing –Product bundle pricing

Strategii de pret

• Price adjustments–Discounts–Segmented pricing (customer, product

form, location, time) –Psychological pricing–Promotional pricing (temporar) - in sus

sau in jos