Değer Temelli Fiyatlama: Ürünün Tüketici Değer Algısına Göre Fiyatlanması

Bu çalışmanın amacı, uygulamada değer temelli fiyatlama yönteminin kullanımına ilişkin içerikler sunmaktır. Pazarlamacılar her zaman pazarlama karması elemanlarından biri olan fiyatlamaya daha az önem vermişlerdir. Oysaki fiyatlama, diğer pazarlama karması elemanlarına (ürün, dağıtım, tutundurma) oranla işletmenin satış ve karlarını daha kısa dönemde ve daha fazla arttıran elemandır. Çalışmada, tüketicinin değer algısını belirleyen faktörler ve değer temelli fiyatlama yöntemi hipotetik bir örnek uygulama ile açıklanmaktadır. Çalışma, uygulamacılar ve akademisyenler için yöntemin potansiyel yararlarına da değinmektedir.

Value-Based Pricing: Product Pricing According to Customer Value Perception

The objective of this study is to present insights about the use of a value-based pricing in practice. Mostly, marketers have paid less attention to the pricing being one of the marketing mix elements. However , pricing is the element which more increases sales and profit of firm in the short-term relative to other marketing mix elements such as, product, distribution and promotion. In the study, factors explaining of customer’ s value perception and value-based pricing are explained by a hypothetical example. The study also presents potential utilities of the method for practitioners and academicians.

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INTERNET KAYNAKLARI
http://en.wikipedia.org/wiki/Value-based pricing [17.06.2008]