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10 – PRICING................................................................................................................................................1
ფასწარმოქმნაზე ზემომქედი ფაქტორები:.......................................................................................1
three major pricing strategies:................................................................................................................2
11 – PRICING STRATEGIES (ADDITIONAL CONSIDERATION)........................................................................3
New Product Pricing Strategies...............................................................................................................3
პროდუქტის კომპლექსის ფასწარმოქმნის სტრატეგიები..............................................................4
Price Adjustment Strategies....................................................................................................................5
10 – PRICING
This has put Apple in an envious position: It has charged the highest prices and still captured market-
leading revenue shares in most of its product categories. How has Apple pulled that off? For Apple,
success has never been about prices. Instead, it’s been about the Apple user experience. Many tech
companies make products that just occupy space and complete the tasks at hand. By contrast, Apple
creates “life-feels-good” experiences. Ask Apple users and they’ll tell you that their Apple devices simply
work better and are easier to use. And they love Apple’s clean, simple designs that ooze style.
გარე ფაქტორები:
1. ბაზარი და მოთხოვნა,
2. კონკურენცია;
3. სხვა გარემო ფაქტორები (ეკონომიკა, გადამყიდველები. მთავრობა)
three major pricing strategies:
1. Customer value–based pricing uses buyers’ perceptions of value as the key to
pricing. Value-based pricing means that marketers cannot design a product and
marketing program and then set the price. They must consider price along with all
other marketing mix variables before they set a marketing program. ფასწარმოქმნის
ბაზისად იყენებს მყიდველის აღქმას ფასეულობის შესახებ და არა
გამყიდველის მიერ გაწეულ ხარჯს.
2. Cost-Based Pricing - involves setting prices based on the costs of producing,
distributing, and selling the product plus a fair rate of return for the company’s effort
and risk. A company’s costs may be an important element in its pricing strategy.
Fixed costs (also known as overhead) are costs that do not vary with production or
sales level. For example, a company must pay each month’s bills for rent, heat,
interest, and executive salaries regardless of the company’s level of output.
Variable costs vary directly with the level of production. Each smartphone or tablet
produced by Samsung involves a cost of computer chips, wires, plastic, packaging, and
other inputs. Although these costs tend to be the same for each unit produced, they
are called variable costs because the total varies with the number of units produced.
Total costs are the sum of the fixed and variable costs for any given level of
production. Management wants to charge a price that will at least cover the total
production costs at a given level of production.
Although the price might seem steep, when consumers buy a Peloton, they’re getting much more for
their money than just a premium home fitness bike. They’re buying into an absorbing lifestyle and a
closely connected community of like-minded exercise enthusiasts, who ride together through classes on-
demand or live-streamed from Peloton’s studios to an internet-connected tablet on the bike.
Apple iPhone, iPad, or MacBook laptop, new models start at a high price then work
their way down as newer models are introduced. In this way, Apple skims the
maximum amount of revenue and margins from the various segments of the market.
როდის გამოიყენება:
Amazon does this for some of its digital products and services. For example, to attract
first-time customers and tie them into its Internet-of-Things (IoT) platform, Amazon
sells its introductory-level Echo Dot smart speakers with the Alexa digital assistant at
a penetration price of less than $50. Once on board with an Echo device, customers
are more likely to buy additional Amazon IoT devices and services rather than those
of competitors such as Google, Samsung, or Apple.
როდის გამოიყენება :
ბაზარი უნდა იყოს საკმაოდ მგრძნობიარე ფასის მიმართ , ისე რომ დაბალმა
ფასმა მოიტანოს უფრო სწრაფი ზრდა ბაზრის
წარმოებისა და დისტრიბუციის ხარჯები უნდა დავარდეს როდესაც გაყიდვის
მოცეულობა იზრდება
პროდუქტის კომპლექსის ფასწარმოქმნის სტრატეგიები
1. ფასწარმოქმნა პროდუქტის სერიაზე
მოიცავს ფასების დადებას პროდუქციის სერიაში არსებულ სხვადასხვა პროდუქტებზე:
For example, Microsoft offers full lines of Surface tablets, laptops, and PCs with different prices.
• კონკურენტთა ფასები
მაგალითად:
მანქანა - სიგნალიზაცია
მაგალითად:
• ფოტოკამერა – ფირი
• პრინტერი - კარტრიჯი
Americans eat some nine billion chickens a year but not the feet. Chinese, on the other hand,
consider chicken feet (or what the industry calls “chicken paws”) to be a real delicacy. That solves a
lot of problems for poultry processors such as Perdue Farms, which once couldn’t give the feet away
and even had to pay to dispose of them. But thanks to the huge demand in China, chicken feet are
now a huge profit center.
For example, fast-food restaurants bundle a burger, fries, and a soft drink at a “combo” price.
Price Adjustment Strategies
1. ფასდაკლებები და შეღავათები - გარკვეული დროის პერიოდში
განსაზღვრულ საქონელზე ფასის შემცირება
ადრეულ გადახდაზე ფასდაკლება
რაოდენობრივი ფასდაკლება
ფუნქციური ფასდაკლება
სეზონური ფასდაკლება