The Pricing Ingredient
The concept of value satisfaction through exchange lays the foundation for a discussion of the next ingredient in the marketing mix, price. Price is the ultimate measure of a good’s or service’s exchange value as agreed upon by the
seller and buyer. Price is important because it directly affects the channel member’s profitability.
Any discussion of pricing in marketing channels must begin with the notion of valuation. Valuation., or perceived value, is the simultaneous appraisal by buyers and seller of the economic and psychological worth of a market offering. The valuation of a good or service is implicitly linked to the exchange relationship In marketing channels, each exchange partner provides some added value to the offering. Channel members expect and must receive some compensation in exchange for their role in enhancing the value of the marker offering. Often, intermediaries willingness to carry a product is based on the margins available to them. The price should allocate compensation among channel members proportionate to each member’s contribution to the exchange relationship. Conflicts often arise in how to make this allocation.
- 1 decade agoFavorite Answer
定價的成份 價值滿意的概念通過交換打基礎為關於下種成份的討論在營銷混合, 價格。價格依照由賣主和買家同意是好或服務的交換價值的最後措施。價格重要因為它直接地影響渠道成員的有利。關於定價的任一次討論在銷售渠道裡必須從估價的概念開始。估價, 或被察覺的價值, 是同時評估由市場提供的經濟和心理價值的買家和賣主。好或服務的估價與交換關係含蓄地連接在銷售渠道裡, 各個交換夥伴提供一些淨增值對提供。海峽成員期待和必須接受一些報償以交換他們的在提高標誌提供的價值的角色。經常, 中介自願運載產品根據邊際可利用對他們。價格應該分配報償在渠道成員之中均衡對對交換關係的各名成員的貢獻。衝突經常出現在怎樣做這分派。
- Anonymous6 years ago
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