MENGEMBANGKAN PROGRAM DAN STRATEGI PENETAPAN HARGA - MANAJEMEN PEMASARAN 2

Summary

This presentation by Group 3 delves into pricing strategies and their impact on consumer behavior. It covers key topics such as understanding price setting, the influence of psychology on consumer decisions, and the role of technology in modern pricing. The group discusses various pricing strategies including geographic pricing, discounts, promotional pricing, and price discrimination. They also explore how businesses respond to price changes, including initiating price reductions, raising prices, and adjusting based on competitor pricing. The importance of pricing as a strategic tool is emphasized throughout, with real-world examples provided.

Takeaways

• 😀 Understanding price setting is essential for businesses to ensure competitive and fair pricing strategies.
• 😀 Technology has revolutionized pricing methods by enabling dynamic pricing and real-time price adjustments through software and data analysis.
• 😀 Consumers can now easily compare prices across multiple vendors and make better purchasing decisions using price comparison tools and apps.
• 😀 Companies in industries with critical pricing strategies, like airlines and transportation, often have specialized pricing departments.
• 😀 Consumer psychology plays a significant role in pricing decisions, with consumers often associating higher prices with better quality, especially in luxury goods.
• 😀 Pricing reference points, such as comparing to an internal or external benchmark, are often used by consumers to evaluate the fairness of a price.
• 😀 Price perception can also be influenced by how a company communicates product quality, such as through premium pricing strategies for products like perfumes or cars.
• 😀 Price guides or information, such as discounts, taxes, or extra fees, help consumers make more informed purchasing decisions.
• 😀 Setting the right price is critical for introducing new products, expanding to new markets, or adjusting for competition or economic factors.
• 😀 Promotional pricing strategies can be risky if not well-planned, as they may lose effectiveness over time and lead to wasted marketing efforts.

Q & A

What is the main focus of the presentation?

The presentation focuses on the development of pricing programs and pricing strategies, including the impact of technology on pricing, consumer psychology, and adjusting prices in response to changes in the market.

How has technology influenced pricing strategies?

Technology, especially the internet, has revolutionized pricing strategies by allowing sellers to track customer movements online, adjust prices in real-time, and let consumers easily compare prices across various vendors using smart shopping tools and price comparison apps.

What are the three important topics to consider in consumer psychology when it comes to pricing?

The three important topics in consumer psychology regarding pricing are price reference, price-quality inference, and price cues.

What role does price reference play in consumer decision-making?

Price reference involves consumers comparing a price they observe with an internal or external reference point. This reference influences their perception of whether a price is fair or reasonable.

How does price-quality inference affect consumer choices?

Consumers often use the price of a product as an indicator of its quality. Higher-priced items are typically perceived as higher in quality, even if the actual quality may not differ significantly from lower-priced alternatives.

What is the significance of price cues in consumer purchasing behavior?

Price cues are signals that provide consumers with information about the pricing of products or services, such as discount details, tax information, or additional costs. These cues help customers make more informed purchasing decisions.

When should a company adjust its pricing strategy?

A company should adjust its pricing strategy when developing new products, introducing existing products to new geographic areas or distribution channels, participating in auctions or contracts, or in response to market changes.

What are some common strategies for adjusting prices?

Common strategies for adjusting prices include geographical pricing, offering discounts and price cuts, promotional pricing, and discriminatory pricing (charging different prices to different customer segments).

What are the risks of promotional pricing strategies?

Promotional pricing can be risky because if the strategy fails, competitors might quickly copy it, reducing its effectiveness. Additionally, the company might waste resources that could have been used for improving product quality or marketing efforts.

How should a company respond to changes in competitor pricing?

A company can respond to competitor price changes by maintaining its own prices, adding value, lowering its prices, increasing prices while improving product quality, or launching a low-priced competing product.