100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Preispolitik $10.17
Add to cart

Other

Preispolitik

 0 view  0 purchase
  • Course
  • Institution

Preispolitik

Preview 4 out of 56  pages

  • April 4, 2023
  • 56
  • 2022/2023
  • Other
  • Unknown
avatar-seller
Marketing 1: Grundlagen des Marketing
Operatives Marketing: Preispolitik




Prof. Dr. Thorsten Wiesel
Marketing Center Münster | Institut für Wertbasiertes Marketing
Prof. Dr. Thorsten Wiesel | Marketing 1

,Gliederung

1. Ziele und Bedeutung der Preispolitik
1.1 Definition und Besonderheiten
1.2 Wirkung des Preises auf den Gewinn
1.3 Entscheidungstatbestände bei der Preispolitik
1.4 Bedeutung der Preispolitik
1.5 Ablauf preispolitischer Entscheidungen

2. Bestimmungsfaktoren der Preispolitik
2.1 Klassische Preistheorie
2.2 Behavioral Pricing

3. Preispolitische Strategien
3.1 Preispositionierung
3.2 Preisdifferenzierung
3.3 Lebenszyklusorientierte Strategien

4. Arten von Preisentscheidungen
4.1 Kostenorientierte Preisfestsetzung
4.2 Wettbewerbsorientierte Preisfestsetzung
4.3 Nachfrageorientierte Preisfestsetzung



Prof. Dr. Thorsten Wiesel | Marketing 1

,Definition und Besonderheiten


Preispolitik
Festsetzung von alternativen Preisforderungen gegenüber potenziellen
Abnehmern sowie die konkrete Vereinbarung eines Preises bei Kontrahierung.



/ Besonderheiten:
▪ Schnelle Umsetzbarkeit
▪ Schwere Revidierbarkeit
▪ Hohe Wirkungsgeschwindigkeit
▪ Große Wirkungsstärke




Quelle: Meffert, Burmann, Kirch


Prof. Dr. Thorsten Wiesel | Marketing 1

, Wirkung des Preises auf den Gewinn


Eine 10-prozentige Verbesserung von...

+/-10%

Gewinntreiber Gewinn (Mio. $)
Alt Neu Alt Neu

Preis (in €) 100 110 10 20 + 100%

Variable Stück-
kosten (in €) 60 54 10 16 + 60%


Absatzmenge 1 Mio 1,1 Mio 10 14 + 40%

Fixkosten (in €) 30 Mio 27 Mio 10 13 + 30%



Quelle: Dolan


Prof. Dr. Thorsten Wiesel | Marketing 1

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller Zaynwz8. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $10.17. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

53022 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$10.17
  • (0)
Add to cart
Added