### 날짜 : 2023-11-30 16:32 ### 주제 : #마케팅 #공부 ---- ### **6.5 Price Adjustments and Discounts** > Price adjustments and discounts are common strategies used by businesses to attract customers, boost sales, and remain competitive. Here's a closer look at various price adjustment and discount strategies: #### **1. Promotional Pricing** - **Definition:** Promotional pricing involves temporarily reducing the price of a product or service to stimulate sales, attract new customers, or clear excess inventory. - **Strategies:** Promotions can take various forms, including: - **Discounts:** Offering products at a reduced price. - **BOGO (Buy One, Get One):** Providing an additional item for free or at a reduced price when one is purchased. - **Limited-Time Offers:** Creating a sense of urgency by setting a specific time frame for the promotion. - **Seasonal Sales:** Offering discounts during specific seasons or holidays. - **Examples:** Black Friday sales, back-to-school promotions, and clearance sales are common examples of promotional pricing. #### **2. Volume Discounts** - **Definition:** Volume discounts, also known as quantity discounts or bulk pricing, reward customers for purchasing larger quantities of a product. - **Strategies:** Businesses may offer tiered discounts, where the discount percentage increases with the quantity purchased. This encourages customers to buy in larger volumes. - **Examples:** Wholesale suppliers often provide volume discounts to retailers based on the quantity of goods ordered. #### **3. Cash Discounts** - **Definition:** Cash discounts, sometimes called early payment discounts, encourage prompt payment by offering a reduction in price if the customer pays their invoice within a specified time frame. - **Strategies:** Common terms for cash discounts include "2/10, net 30," which means a 2% discount is offered if the invoice is paid within 10 days; otherwise, the net amount is due in 30 days. - **Examples:** Suppliers often offer cash discounts to incentivize businesses to pay their bills early. #### **4. Trade Discounts** - **Definition:** Trade discounts are discounts provided to resellers or channel partners rather than end customers. They are used in B2B transactions. - **Strategies:** Manufacturers or wholesalers may offer trade discounts to retailers or distributors to encourage them to carry and sell their products. - **Examples:** A car manufacturer may provide trade discounts to dealerships. #### **5. Loyalty Programs** - **Definition:** Loyalty programs reward repeat customers with discounts, special offers, or points that can be redeemed for future purchases. - **Strategies:** Loyalty programs can take the form of points-based systems, tiered membership levels, or exclusive access to promotions. - **Examples:** Many airlines, hotels, and retail stores have loyalty programs that offer discounts and rewards to frequent customers. #### **6. Seasonal Discounts** - **Definition:** Seasonal discounts are price reductions offered during specific times of the year or in conjunction with holidays or events. - **Strategies:** Businesses may adjust prices lower during slower seasons to maintain sales volume or capitalize on increased demand during peak seasons. - **Examples:** Discounts on winter clothing at the end of the winter season or sales on Halloween costumes in October. #### **7. Trade-In Discounts** - **Definition:** Trade-in discounts allow customers to receive a discount when they trade in an old product, such as a used car or electronics, toward the purchase of a new one. - **Strategies:** The value of the trade-in is deducted from the purchase price of the new item. - **Examples:** Car dealerships often offer trade-in discounts when customers trade in their old vehicles for newer models. #### **8. Employee Discounts** - **Definition:** Employee discounts are offered to a company's employees, providing them with reduced prices on products or services. - **Strategies:** Employee discounts can boost employee morale, incentivize purchases from the employer, and serve as a company benefit. - **Examples:** Retailers often offer employee discounts to their staff. #### **9. Membership Discounts** - **Definition:** Membership discounts are provided to members of specific groups, associations, or clubs. - **Strategies:** Businesses may offer exclusive discounts to members as a way to attract and retain their loyalty. - **Examples:** Warehouse clubs like Costco offer membership discounts to their cardholders. #### **10. Special Group Discounts** - **Definition:** Special group discounts are targeted at specific groups, such as students, seniors, or military personnel, offering them reduced prices. - **Strategies:** These discounts are designed to cater to the unique needs or circumstances of these groups. - **Examples:** Museums often provide discounts for students, and restaurants may offer senior citizen discounts. Effective use of price adjustments and discounts requires a careful understanding of customer segments, market conditions, and profit margins. Businesses often use these strategies strategically to achieve specific goals, whether that's increasing sales, clearing inventory, or rewarding loyal customers. ### 출처(참고문헌) - ### 연결문서 -