value-perceived pricing

Stanovení ceny podle vnímané hodnoty zákazníky (value-perceived pricing)

Cenotvorba, Články / value-perceived pricing / Diskuze

Třetí způsob cenotvorby je podle mě nejzajímavější a také nejnáročnější. Nedávno na sociálních sítích koloval obrázek z jedné pražské restaurace obloženého rohlíku s turistickým salámem, plátkem sýra a zeleninovou oblohou. Cena byla 225 korun. Je to hodně nebo tak akorát? Majitelé restaurace, kteří za tuto částku takovou snídani běžně prodávají, vám řeknou, že akorát. Pokud si stejný […]

Stanovení ceny podle vnímané hodnoty zákazníky (value-perceived pricing) celý článek »

Cenotvorba – jak stanovujeme ceny?

Cenotvorba, Články / cenotvorba, cost-plus pricing, going-rate pricing, value-perceived pricing / Diskuze

Jak vidíte, ani jedna z těchto metod není jednoznačně ideální. A teď si představte, že se vám do toho začne plést ještě rozlišování podle cílové skupiny, kde nabízíte jeden výrobek v různých cenách podle nákladů a prodejních kanálů případně rentability zákazníka např. formou slev ve věrnostních programech apod. Nebo budete prodávat zboží v balíčcích či kompletech (2+1, každý

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