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Samenvatting marketing 1

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Samenvatting marketing 1 college 5

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  • July 6, 2024
  • 8
  • 2023/2024
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College 5 – Prijsbeleid


1. Betekenis van prijs
- Prijs = opbrengstdrager, de mogelijke winst
- Prijs = middel differentiëren –geeft de consument een indicatie over de kwaliteit, betrouwbaarheid & status die eraan verbonden is.
- Creëert bepaalde verwachtingen
- Goede prijs: zorgt voor tevredenheid & schaadt het vertrouwen van de consument niet
- Prijs = som van waarden die consumenten geven in ruil voor het gebruik/bezit van het product
- Prijs staat niet los van je andere P’s/C’s (wisselwerking)

2. Overwegingen prijszetting
- Kostenvloer: productiekosten bepalen de ondergrens, geen winst meer mogelijk
- Vraagplafond: waarde die de consument geeft aan het product, geen vraag meer




Factoren bij prijszetting
- Interne factoren
o Marketingstrategie (we willen prijs-kwaliteit aanbieden)
o Kostprijs product (productie, marktonderzoek…)

- Externe factoren
o Vraag en aanbod: aanbod groter dan vraag  lage prijs & omgekeerd
o Kost voor tussenhandelaar
o Wetgeving/ethiek
o Economische omstandigheden

, College 5 – Prijsbeleid

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