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Samenvatting Marketing, de essentie, ISBN: 9789043036528 Marketing, hoofdstuk 8: Prijsbeleid
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Samenvatting van hoofdstuk 8: Prijsbeleid
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Hoofdstuk 8: PrijsbeleidMarketing de essentie
Philip Kotler & Gary Armstrong
14e editie
ISBN: 978-90-430-3652-8
, Hoofdstuk 8: Prijsbeleid
Inhoudsopgave
8.1 Wat is prijs? ....................................................................................................................................... 4
8.2 Factoren die van belang zijn bij de prijszetting ................................................................................. 4
8.2.1 Interne factoren die van invloed zijn op de prijszetting............................................................. 4
Marketingdoelstellingen ................................................................................................................. 4
Marketingmixstrategie .................................................................................................................... 4
Kosten .............................................................................................................................................. 4
Verantwoordelijkheid binnen de organisatie .................................................................................. 5
8.2.2 Externe factoren die van invloed zijn op de prijszetting ............................................................ 5
De markt en de vraag ...................................................................................................................... 5
De prijszetting in verschillende soorten markten ........................................................................... 5
Prijs- en waardeperceptie van de consument................................................................................. 6
De analyse van de prijs-vraagrelatie ............................................................................................... 6
Prijselasticiteit van de vraag ............................................................................................................ 6
De kosten, de prijs en het aanbod van de concurrent .................................................................... 6
Andere externe factoren ................................................................................................................. 6
8.3 Algemene prijsmethoden .................................................................................................................. 6
8.3.1 Kostengeoriënteerde prijszetting ............................................................................................... 6
8.3.2 Vraaggeoriënteerde prijszetting: perceived value pricing ......................................................... 7
Waardeprijszetting .......................................................................................................................... 7
Prijszetting op basis van toegevoegde waarde ............................................................................... 7
8.3.3 Concurrentiegerichte prijszetting .............................................................................................. 7
8.4 Prijsstrategieën voor nieuwe producten ........................................................................................... 7
8.5 Prijsstrategieën voor het assortiment ............................................................................................... 7
8.5.1 Productlijnprijsbezetting (product line pricing) ......................................................................... 7
8.5.2 Prijszetting van productopties.................................................................................................... 7
8.5.3 Prijszetting van noodzakelijk toebehoren .................................................................................. 7
8.5.4 Prijszetting van bijproducten ..................................................................................................... 8
8.5.5 Prijszetting van productpakketten ............................................................................................. 8
8.6 Prijsaanpassingsstrategieën .............................................................................................................. 8
8.6.1 Kortingen .................................................................................................................................... 8
8.6.2 Prijsdiscriminatie ........................................................................................................................ 8
8.6.3 Psychologische prijszetting......................................................................................................... 8
8.6.4 Promotieprijszetting ................................................................................................................... 9
8.6.5 Geografische prijszetting ............................................................................................................ 9
8.6.6 Yield Pricing ................................................................................................................................ 9
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