Penetapan Harga Produk Berbasis Digital by Melya Yosita (E Marketing)

Summary

In this e-marketing lecture, Emil Yosita explores digital product pricing strategies, focusing on how the internet has reshaped price setting. The discussion covers the shift from fixed pricing to dynamic pricing, highlighting how technology enables personalized pricing, online comparisons, and market transparency. The script also delves into the perspectives of buyers and sellers, emphasizing how pricing is influenced by factors like consumer behavior, market structures, and competition. Various strategies, including fixed and dynamic pricing, are outlined, with examples from online platforms and industries such as travel, e-commerce, and digital services.

Takeaways

• 😀 The internet has revolutionized pricing strategies by enabling dynamic pricing, where prices can change based on various factors like demand, time, and individual buyer characteristics.
• 😀 Price transparency has increased with online marketplaces, allowing consumers to easily compare prices across different platforms.
• 😀 Buyers perceive price fairness based on the value they receive minus the costs involved, including hidden costs like shipping fees and taxes in online transactions.
• 😀 The buyer's perspective on price is influenced by factors such as 24/7 shopping availability, varied delivery options, and self-service features.
• 😀 Sellers view price as the amount received from the buyer, factoring in internal influences like pricing objectives, marketing strategies, and the role of technology.
• 😀 External factors such as market structure (perfect competition, monopolistic competition, oligopoly, monopoly) and market efficiency significantly affect pricing decisions.
• 😀 Market efficiency in the digital world is enhanced by shopping agents, promotions, price elasticity, and easy access to product information.
• 😀 Digital payment systems like electronic money (e.g., Google Pay, ShopeePay, GoPay) facilitate easier and more efficient transactions for both buyers and sellers.
• 😀 Fixed pricing, dynamic pricing, promotional pricing, segmented pricing, and renting instead of buying are all key strategies used by marketers in the digital landscape.
• 😀 Pricing strategies need to balance between competitive pricing, profitability, and customer needs, ensuring prices are not too low or too high to optimize sales and profit.

Q & A

How has the internet changed the pricing strategy for products?

The internet has shifted pricing strategies from fixed prices to dynamic pricing, where prices can vary depending on the individual consumer and other factors. It also allows consumers to compare prices across different platforms, increasing price transparency and competition.

What is the definition of price in the context of e-marketing?

In e-marketing, price refers to the amount of money that a consumer is charged for a product or service, which includes not only the product cost but also additional costs like energy, time, shipping, and physical effort required to obtain the product.

How do buyers perceive price, and what factors do they consider when shopping online?

Buyers perceive price as the benefit they receive from a product minus the cost incurred to obtain it. Online buyers also consider factors like shipping costs, taxes, the convenience of 24/7 shopping, product variety, delivery speed, and the integration of online platforms for a seamless experience.

What is the seller's perspective on pricing?

Sellers view price as the amount of money received from a buyer in exchange for a product or service, which includes internal factors like business objectives, marketing strategies, and technology usage, as well as external factors like market structure and competition.

What are the key factors that affect pricing decisions from a seller’s perspective?

From the seller's perspective, pricing decisions are influenced by internal factors such as business goals (profit-oriented, market-oriented, or competition-oriented), marketing strategies, and the use of technology. External factors include market structure (e.g., competition, demand) and market efficiency.

Can you explain the concept of dynamic pricing?

Dynamic pricing is a pricing strategy where companies adjust their prices based on real-time data and market conditions. For instance, airlines may raise prices during peak seasons and lower them during off-peak times. This strategy aims to maximize profit and adapt to changes in demand.

What are the different types of market structures mentioned, and how do they affect pricing?

The four main types of market structures discussed are: 1) Perfect competition, where prices are uniform due to many sellers offering identical products; 2) Monopolistic competition, where prices vary based on differentiation; 3) Oligopoly, where few sellers dominate the market and are highly sensitive to each other’s pricing strategies; 4) Monopoly, where a single seller sets the price, often regulated by the government.

How does the internet contribute to market efficiency?

The internet enhances market efficiency by providing consumers with easy access to product information, enabling them to compare prices and make informed decisions. Features like shopping agents, time-limited discounts, and price elasticity also help improve market efficiency.

What are some examples of electronic payment methods in e-marketing?

Examples of electronic payment methods include Google Play, Apple Pay, ShopeePay, Gopay, and other electronic money systems, which allow consumers to make secure transactions online or offline without needing physical cash.

What are some pricing strategies used in digital marketing, and how do they work?

Pricing strategies in digital marketing include fixed pricing (where prices are set and non-negotiable), dynamic pricing (where prices fluctuate based on demand and consumer behavior), promotional pricing (offering discounts for first-time or repeat buyers), and segmented pricing (offering different prices for different consumer segments). These strategies help marketers optimize profit and meet consumer needs.