### 날짜 : 2023-10-20 15:04 ### 주제 : Pricing in marketing #pricing #마케팅 #사업 ---- # **Pricing Strategy:** **1. Cost-Plus Pricing:** - **Definition:** Cost-plus pricing involves setting the price of a product or service by adding a markup to the cost of production. The markup represents the desired profit margin. - **Advantages:** It's a straightforward method and ensures that costs are covered and a profit is made. - **Disadvantages:** It may not consider market demand or competitors' prices, potentially leading to overpricing or underpricing. **2. Value-Based Pricing:** - **Definition:** Value-based pricing focuses on setting a price that reflects the perceived value of the product or service to the customer. It considers what customers are willing to pay based on the benefits received. - **Advantages:** Aligns pricing with customer perceptions of value, allowing for potentially higher prices for premium products. - **Disadvantages:** Requires a deep understanding of customer preferences and may be more challenging to implement than cost-plus pricing. **3. Dynamic Pricing:** - **Definition:** Dynamic pricing involves adjusting prices based on real-time data, such as demand, competitor pricing, and even individual customer behavior. It's commonly used in e-commerce and the airline industry. - **Advantages:** Maximizes revenue by charging different prices to different customers or during peak demand periods. - **Disadvantages:** Can be perceived as unfair by customers and may require sophisticated pricing algorithms. **4. Penetration Pricing:** - **Definition:** Penetration pricing involves setting an initially low price for a new product to quickly gain market share. Over time, the price may be increased. - **Advantages:** Attracts price-sensitive customers, encourages rapid adoption, and can deter competitors from entering the market. - **Disadvantages:** May lead to initial losses, and raising prices later can be challenging. **5. Skimming Pricing:** - **Definition:** Skimming pricing sets a high initial price for a new product, targeting early adopters and customers willing to pay a premium. Prices are gradually lowered over time. - **Advantages:** Maximizes profit from early adopters and allows for price reductions as competition increases. - **Disadvantages:** Limits initial market penetration and may exclude price-sensitive customers. **6. Competitive Pricing:** - **Definition:** Competitive pricing involves setting prices based on the prices charged by competitors. Prices are adjusted to match, undercut, or slightly exceed competitors' pricing. - **Advantages:** Simplifies pricing decisions and helps maintain competitiveness. - **Disadvantages:** May lead to price wars and erode profit margins. **7. Psychological Pricing:** - **Definition:** Psychological pricing leverages psychological factors, such as perception, emotions, and cognitive biases, to influence how customers perceive prices. Examples include setting prices at $9.99 instead of $10 or using "bundle" pricing. - **Advantages:** Can create a perception of value, encourage impulse purchases, and influence purchase decisions. - **Disadvantages:** May not work in all markets or for all products. **8. Premium Pricing:** - **Definition:** Premium pricing involves setting a high price to position a product or service as exclusive or of superior quality. - **Advantages:** Attracts customers who associate higher prices with higher quality, creating a perception of exclusivity. - **Disadvantages:** Limits the size of the target market to those willing to pay a premium. # **Pricing Factors:** **1. Market Demand:** Understanding customer demand and price elasticity (how sensitive demand is to price changes) is crucial in pricing decisions. Products with inelastic demand can often command higher prices. **2. Costs:** Pricing must cover production and operating costs to ensure profitability. Costs include variable costs (directly related to production) and fixed costs (overhead). **3. Competition:** Competitive pricing requires monitoring and responding to competitor pricing strategies. A company may choose to match, undercut, or differentiate its prices. **4. Perceived Value:** The perceived value of a product or service plays a significant role in setting prices. Effective marketing and branding can enhance perceived value. **5. Positioning:** Pricing can affect how a product or service is positioned in the market. Premium pricing positions a product as high-end, while low pricing positions it as budget-friendly. **6. Price Discrimination:** Businesses may engage in price discrimination by offering different prices to different customer segments based on factors like location, age, or purchasing history. **7. Pricing Tactics:** Various pricing tactics, such as discounts, bundling, and seasonal pricing, can be used to influence customer behavior and maximize revenue. **8. Legal and Ethical Considerations:** Pricing practices must comply with legal regulations and ethical standards. Price-fixing and predatory pricing are examples of illegal practices. > Pricing is a complex and dynamic aspect of marketing that requires a deep understanding of market dynamics, customer behavior, and competitive forces. The choice of pricing strategy should align with the overall marketing strategy and business goals. Effective pricing can contribute significantly to a company's profitability and market success. ### 출처(참고문헌) - ### 연결문서 - [[0.0 This is Marketing]][[마케팅이란]]