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Erfolgsfaktoren von name your own price-Strategien

Erfolgsfaktoren von name your own price-Strategien

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Ruhr-Universität Bochum, Sprache: Deutsch, Abstract: Der Gedanke des individuellen Pricing, bei dem der Preis für ein Produkt zwischen verschiedenen Käufern variiert, ist keine neue Managementidee. Schon auf den Marktplätzen des Altertums wurde der Preis anhand der Preisbereitschaft des Käufers individuell zwischen Käufer und Verkäufer ausgehandelt, so dass sich für ein und dasselbe Produkt je nach Ausgang der Verhandlung ein höherer oder niedrigerer Preis ergab. Durch das Setzen von Einheitspreisen verschenken die Unternehmen enormes Gewinnpotenzial. Die Zurückhaltung beim individuellen Pricing - trotz des Wissens um die unterschiedliche Preisbereitschaft der Kunden - liegt in den oftmals unzureichenden Informationen über Zahlungsbereitschaft und Präferenzen der Kunden und den scheinbar hohen Administrationskosten einer solchen Segmentierung begründet. Gesunkene Prozess- und Transaktionskosten sowie die durch technische Möglichkeiten vereinfachte Interaktion zwischen Anbieter und Nachfrager haben im Internet zahlreiche neuartige Preismechanismen entstehen lassen. In der Absicht durch Erschließung neuer Marktsegmente sowie einer besseren Abschöpfung der Zahlungsbereitschaft der Konsumenten höhere Gewinne zu erwirtschaften, versuchen die Händler durch die Einführung dynamischer Preismodelle Preisdifferenzierung zu betreiben. Während die mit Preisänderungen verbundenen Menukosten die Anwendung dynamischer Preisstrategien in nicht-digitalen Branchen meist unprofitabel erscheinen lassen, machen die im Internet deutlich geringeren Menukosten die dynamischen Preisstrategien ungleich kostengünstiger.


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Product Details
  • ISBN-13: 9783638953177
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr
  • ISBN-10: 3638953173
  • Publisher Date: 21 Jun 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm


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