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samenvatting inleiding marketing deel 5
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samenvatting inleiding marketing deel 5 (1ste jaar eventmanagement)
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MarketingDeel 5 – Prijsbeleid
Betekenis van prijs
De prijs als opbrengstdrager is een van de meest strategische elementen in de marketingmix.
De consument betaalt voor de subjectieve, emotionele waarde. De prijs bepaalt rechtstreeks de
klantentevredenheid.
De psychologische prijs = de prijs die de marketeer vaststelt op basis van zijn kennis en inschatting
van de belevingswereld van de afnemer
Referentie- of ankerprijs (anchor price) = de prijs die het eerst gehoord of gezien wordt
Belangrijke overwegingen in de prijszetting
De kostenvloer = de ondergrens -> productkosten
Het vraagplafond = de bovengrens -> waardeperceptie van de consument
Factoren die van belang zijn bij de prijszetting
Interne factoren
- Algehele marketingstrategie, -doelstellingen en -mix
- Kostprijs van het product: loss leader = zeer lage prijs aanbieden met het doel veel mensen
in de winkel te krijgen
- Verantwoordelijkheid binnen de organisatie: topmanagement, financieel managers, …
Externe factoren
- De markt en de vraag: bepalen bovengrens -> niet altijd voorspelbaar
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