Penentuan harga

Templat:Pemasaran
Penentuan harga adalah proses menentukan apa yang bakal diterima sebuah syarikat sebagai pertukaran untuk produknya. Faktor-faktor harga adalah kos pengilangan, tempat pasaran, persaingan, keadaan pasaran, dan kualiti produk. Penentuan harga juga merupakan pembolehubah utama dalam teori peruntukan harga mikroekonomi. Penentuan harga adalah aspek dasar pemodelan kewangan dan adalah salah satu dari "empat P" campuran pemasaran. Tiga aspek lain adalah barangan, promosi dan tempat. Harga merupakan satu-satunya unsur menjana hasil dalam empat P ini, yang lain adalah pusat kos.
Harga adalah nilai yang dibayar oleh pembeli sebagai pertukaran untuk mendapatkan produk atau perkhidmatan yang dijual dalam urusniaga merujuk kepada harga seperti kadar sewa, premium insurans, bayaran perkhidmatan yang lain dan sebagainya.Faktor yang mempengaruhi keputusan penentuan harga melibatkan persaingan harga dan bukan harga. Persaingan harga adalah polisi menggunakan harga untuk membezakan produk di dalam pasaran, sementara persaingan bukan harga adalah polisi menggunakan faktor bukan harga untuk menjual produk seperti kualiti produk, mutu perkhidmatan, cara gaya promosi dan sebagainya.
Harga melibat menanya pertanyaan seperti:
A well chosen price should do three things:
From the marketer's point of view, an efficient price is a price that is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good pricing strategy would be the one which could balance between the price floor (the price below which the organization ends up in losses) and the price ceiling (the price beyond which the organization experiences a no demand situation).
There are numerous terms and strategies specific to pricing:
The effective price is the price the company receives after accounting for discounts, promotions, and other incentives.
Line Pricing is the use of a limited number of prices for all product offerings of a vendor. This is a tradition started in the old five and dime stores in which everything cost either 5 or 10 cents. Its underlying rationale is that these amounts are seen as suitable price points for a whole range of products by prospective customers. It has the advantage of ease of administering, but the disadvantage of inflexibility, particularly in times of inflation or unstable prices.
A loss leader is a product that has a price set below the operating margin. This results in a loss to the enterprise on that particular item in the hope that it will draw customers into the store and that some of those customers will buy other, higher margin items.
Promotional pricing refers to an instance where pricing is the key element of the marketing mix.
The price/quality relationship refers to the perception by most consumers that a relatively high price is a sign of good quality. The belief in this relationship is most important with complex products that are hard to test, and experiential products that cannot be tested until used (such as most services). The greater the uncertainty surrounding a product, the more consumers depend on the price/quality hypothesis and the greater premium they are prepared to pay. The classic example is the pricing of Twinkies, a snack cake which was viewed as low quality after the price was lowered. Excessive reliance on the price/quantity relationship by consumers may lead to an increase in prices on all products and services, even those of low quality, which causes the price/quality relationship to no longer apply.
Premium pricing (also called prestige pricing) is the strategy of consistently pricing at, or near, the high end of the possible price range to help attract status-conscious consumers. Examples of companies which partake in premium pricing in the marketplace include Rolex and Bentley. People will buy a premium priced product because:
Demand-based pricing is any pricing method that uses consumer demand - based on perceived value - as the central element. These include: price skimming, price discrimination and yield management, price points, psychological pricing, bundle pricing, penetration pricing, price lining, value-based pricing, geo and premium pricing. Pricing factors are manufacturing cost, market place, competition, market condition, quality of product.
Multidimensional pricing is the pricing of a product or service using multiple numbers. In this practice, price no longer consists of a single monetary amount (e.g., sticker price of a car), but rather consists of various dimensions (e.g., monthly payments, number of payments, and a downpayment). Research has shown that this practice can significantly influence consumers' ability to understand and process price information
Harga sebagai pengumpil untung paling berkesan. Harga dapat dicapai di tiga tahap. Tahap industri, pasar, dan pelaksanaan.
Mikropemasaran adalah amalan menyesuaikan produk, jenama (mikrojenama), dan promosi untuk memenuhi keperluan dan kemahuan microsegmen dalam sebuah pasar. Ia adalah sejenis kustomisasi pasar yang mengurus dengan harga pelanggan/gabungan produk di taraf gedung atau individu.
Banyak syarikat membuat kesilapan harga umum. Rencana Bernstein "Supplier Pricing Mistakes" menggaris bentuk beberapa yang termasuk: