Spa Larri

In: Business and Management

Submitted By pumah95
Words 472
Pages 2
CONCEPTUALIZACIÓN 2
4) El precio es la cantidad de dinero que se cobra por un producto o un servicio. En términos más generales, el precio es la suma de todos los valores a los que renuncian los clientes para obtener los beneficios de tener o utilizar un producto o servicio.
Ejemplo: precio de un kitkat, alquilar un coche, alojarse en un hotel…
Juega un papel importante porque dependiendo de cada consumidor puede parecerle excesivo o no el precio.
Respuesta clase: No es solo el producto o servicio sino tmb otras cosas como el valor, la zona, el ambiente, la imagen de marca.

5) En función del interés de sus consumidores y del mercado.
Elementos en consideración: localización y decoración del local, ambiente, imagen de la marca, calidad del producto y servicio…
Respuesta clase: el producto, la localización (mejores sitios de cada ciudad) /distribución, según el país el precio es uno (como vaya la economía, inflación…), calidad (iría dentro del P de producto), cultura (en Colombia el café tiene mucha calidad), costes de transportes, impuestos,

6)

Las percepciones de los clientes del valor del producto establecen el límite superior para los precios: si los clientes perciben que el precio del producto es mayor que su valor, no comprarán el producto. Asimismo, los costos de los productos establecen el límite inferior de los precios: si la empresa fi ja los precios del producto por debajo de sus costos, perderá utilidades. Al fijar su precio entre estos dos extremos, la empresa debe tener en cuenta varios factores internos y externos, incluyendo las estrategias y los precios de sus competidores, la estrategia y mezcla de marketing global, y la naturaleza del mercado y la demanda.

La figura 9.1 sugiere tres principales estrategias de precios: fijación de precios basada en el valor para el cliente, fijación de precios basada en el costo y precio basado en…...

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