### 날짜 : 2023-11-30 15:22 ### 주제 : #pricing #마케팅 #공부 ---- ### **6.2 Pricing Strategies** > Pricing strategies are essential for businesses to effectively position their products or services in the market, maximize revenue, and gain a competitive advantage. Different pricing strategies can be employed based on market conditions, target customers, and business goals. #### **1. Cost-Plus Pricing** - **Definition:** Cost-plus pricing, also known as markup pricing, involves setting prices by adding a predetermined profit margin to the production or acquisition cost of a product or service. - **Application:** This strategy is commonly used in manufacturing industries and retail, where businesses calculate costs carefully to ensure profitability. - **Advantages:** It provides clarity and ensures that costs are covered, making it suitable for stable markets and well-understood products. - **Limitations:** Cost-plus pricing may not consider customer willingness to pay or market demand, potentially leaving money on the table. #### **2. Value-Based Pricing** - **Definition:** Value-based pricing sets prices based on the perceived value of a product or service to the customer. It focuses on what customers are willing to pay. - **Application:** This strategy is often used for premium or unique products, where the value to the customer far exceeds the production cost. - **Advantages:** It maximizes revenue by capturing the value a product delivers to customers. It also allows for flexibility in pricing. - **Limitations:** Determining the exact perceived value can be challenging, and it requires a deep understanding of customer preferences. #### **3. Competitive Pricing** - **Definition:** Competitive pricing involves setting prices in line with or slightly below the prices of competitors in the same market. - **Application:** This strategy is prevalent in industries with many similar products, such as consumer electronics or fast food. - **Advantages:** It can help businesses gain market share by attracting price-sensitive customers and maintaining competitiveness. - **Limitations:** Overreliance on competitive pricing can lead to price wars and erode profit margins. #### **4. Price Skimming** - **Definition:** Price skimming is a strategy where a business introduces a new product at a high initial price and gradually lowers it as demand decreases. - **Application:** It is often used for innovative products, such as the latest smartphones or high-end electronics. - **Advantages:** Price skimming allows a business to maximize early revenue from customers willing to pay a premium for new features or technology. - **Limitations:** As prices decrease, it may alienate price-sensitive customers and attract competitors. #### **5. Penetration Pricing** - **Definition:** Penetration pricing is the opposite of price skimming. It involves setting a low initial price to gain market share and gradually raising it over time. - **Application:** Businesses may use penetration pricing to quickly establish a foothold in competitive markets or introduce mass-market products. - **Advantages:** It can lead to rapid adoption and market share growth. - **Limitations:** Maintaining profitability can be challenging when prices are initially low, and competitors may respond with their own price reductions. #### **6. Psychological Pricing** - **Definition:** Psychological pricing tactics use pricing strategies that consider consumer psychology, such as setting prices at $9.99 instead of $10.00 to create the perception of a lower price. - **Application:** It's widely used in retail and e-commerce to influence purchase decisions. - **Advantages:** Psychological pricing can influence customer perception and boost sales. - **Limitations:** Overreliance on psychological pricing may not work in all markets or for all products. #### **7. Dynamic Pricing** - **Definition:** Dynamic pricing involves adjusting prices in real-time based on demand, market conditions, or customer behavior. It's often used in e-commerce and the airline industry. - **Application:** Dynamic pricing allows businesses to optimize revenue by charging different prices to different customers based on various factors. - **Advantages:** It can maximize revenue by capturing the willingness to pay of different customer segments. - **Limitations:** Dynamic pricing can raise ethical and transparency concerns if not managed properly. #### **8. Price Bundling** - **Definition:** Price bundling involves selling multiple products or services together at a lower combined price than if purchased individually. - **Application:** It's common in industries like telecommunications (bundles of TV, internet, and phone services) and fast food (value meals). - **Advantages:** Price bundling encourages customers to purchase more, increases average transaction value, and clears excess inventory. - **Limitations:** It may not work for all products or services, and customers may perceive the bundle as less flexible. Each of these pricing strategies has its unique advantages and considerations. Businesses often choose the strategy that aligns with their product or service offerings, target customer base, and competitive landscape to achieve their pricing objectives. It's essential to continuously evaluate and adapt pricing strategies to meet changing market conditions and customer preferences. ### 출처(참고문헌) - ### 연결문서 -