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Pricing Hogent samenvatting
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Pricing Hogent samenvatting van het hele vak, enkele voorbeeld examenvragen
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By: jensvyncke01 • 5 months ago
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lOMoARcPSD|11439016Prijsbeleid Marketing
Prijsbeleid (Hogeschool Gent)
1
, lOMoARcPSD|11439016
Prijsbeleid
Inhoud
Sessie 1...................................................................................................................................................1
Waarom is prijsbeleid Belangrijk?......................................................................................................1
Waarom is prijsbeleid belangrijk?......................................................................................................1
Waarom is prijsbeleid interessant?....................................................................................................2
Waarom is prijsbeleid interessant?....................................................................................................2
Waarom is prijsbeleid leuk?...............................................................................................................2
Waarom is prijsbeleid niet leuk?........................................................................................................2
Sessie 2...................................................................................................................................................3
De basisbeginselen van prijsbeleid.....................................................................................................3
Vraagcurve:.........................................................................................................................................3
Factoren die de prijselasticiteit beïnvloeden:.....................................................................................9
Sessie 3.................................................................................................................................................12
Methoden van prijszetting................................................................................................................12
Cost-plus pricing...............................................................................................................................13
Markup vs Marge..............................................................................................................................13
De markup/marge bepalen...............................................................................................................14
Factoren die de markup bepalen......................................................................................................15
Traditionele kostenallocatie..............................................................................................................15
ABC-methode...................................................................................................................................18
Sessie 4.................................................................................................................................................19
Break-even analyses.........................................................................................................................19
Formules...........................................................................................................................................20
Oefeningen.......................................................................................................................................20
Break even klantenaantallen............................................................................................................21
Sessie 5.................................................................................................................................................23
Value- based pricing.........................................................................................................................23
Prijstactieken....................................................................................................................................23
Systemen Denken.............................................................................................................................23
Systeem 1 denken.............................................................................................................................24
Hoe werkt systeem 1?..................................................................................................................24
Hoe werkt systeem 1 bij getallen en prijzen?...............................................................................25
Verhalen rond prijzen µ................................................................................................................26
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, lOMoARcPSD|11439016
Sessie
6.................................................................................................................................................27
Prijstactieken....................................................................................................................................
27 Anchor
pricing..................................................................................................................................27
Price decoys......................................................................................................................................28
Gildilocks effect................................................................................................................................31
Sessie 7.................................................................................................................................................32
Bijkomende Prijstactieken................................................................................................................32
Discount tactics................................................................................................................................32
Price design......................................................................................................................................34
Reducing the pain of paying.............................................................................................................35
Sessie 8.................................................................................................................................................37
Bracket design..................................................................................................................................37
Prijsstrategieën.................................................................................................................................41
Sessie 9.................................................................................................................................................42
Penetratiestrategieën.......................................................................................................................42
Freemium strategie..........................................................................................................................42
Customer is het product...................................................................................................................44
EDLP.................................................................................................................................................44
Afroomstrategieën...........................................................................................................................44
Meeste punten op inzicht, samenhang tussen alles, welke prijstactieken passen het beste bij dit
bedrijf … met voorbeeldcase op examen
Handboek + slides vormen de examenleerstof
Examen bestaat uit open vragen, multiple choice vragen en oefeningen
Kennis, inzicht en toepassingen worden gevraagd
, lOMoARcPSD|11439016
Sessie 1
1. Wat is prijsbeleid?
Voor bedrijven is het bepalen van de prijs v. producten en diensten 1 van de moeilijkste taken
- Je wilt een hoge prijs vragen => geld verdienen
- Lage prijs vragen => klanten kopen je product
- Vaak geen idee hoeveel klanten bereid zijn te betalen voor je product of dienst
Prijsbeleid is het geheel van inzichten, technieken en tactieken die bedrijven kunnen helpen
om hun prijszetting te optimaliseren
Waarom is prijsbeleid Belangrijk?
- Winst = Omzet – kosten
- Winst = (afzet x prijs) – Kosten
Prijs is de enige P uit de marketingmix die een rechtstreekse invloed heeft op de winst.
Hierdoor heeft de prijs de grootste invloed op de winst van een bedrijf.
Bv; brood kost 1.99 euro => 136 000 broden verkocht , aankoopprijs 1.632 euro, vaste kosten : 30
000
136 000*1.99 –(136000*1.632+30000) = 18688
De prijselasticiteit 1% stijging prijs => 1% daling vraag
Hoeveel procent stijgt/daalt de winst wanneer de prijs van brood met 1% stijgt naar
2.01 euro?
daling verkoop 1360 broden => 134640
134640 * 2.01 = 270 626.4 - (30 000 + 219 732.48) = 20893.92
Procentuele wijziging= nieuw - oud / oud
Uit onderzoek van Mohammed Rafi blijkt dat bij prijsstijging van 1%, de winst doet stijgen met 11%.
Prijs heeft een gigantische invloed, en dit rechtstreeks op de vraag. Daarom is prijsbeleid belangrijk.
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