Post on 03-Apr-2018
transcript
7/28/2019 Pricing in Business Marketing
1/20
Rr`n`hg `h Ous`hmss
Lkrimt`hg
;?!;
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
2/20
;?!?
Nfkptmr [umst`ahs
Wf`nf ekntars `hecumhnm pr`n`hg dmn`s`ah1 Wfkt krm tfm lkjar pr`nm,smtt`hg lmtfads usmd `h
ous`hmss lkrimt`hg1
Wfkt krm tfm pr`n`hg strktmg`ms usmd ear vkr`auspradunt,lkrimt s`tukt`ahs1
Faw pr`n`hg pac`n`ms fmcp `h dmkc`hg w`tf d`eemrmht
typms ae nustalmrs1
Wfkt `s tfm racm ae cmks`hg `h ous`hmss lkrimts1
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
3/20
Ekntars @hecumhn`hg Rr`n`hg Dmn`s`ah
Ous`hmss lkrimtmrs nahs`dmr eaccaw`hg ekntars omearmlki`hg pr`n`hg dmn`s`ahs(
Rr`n`hg aojmnt`vms
Dmlkhd khkcys`s
Nast khkcys`s
Nalpmt`t`vm khkcys`s Gavmrhlmht rmguckt`ahs
;?!>
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
4/20
Rr`n`hg Aojmnt`vms
Dmr`vmd eral narparktm khd lkrimt`hg aojmnt`vms( Lkhy kctmrhkt`vm pr`n`hg aojmnt`vms kvk`ckocm#
Mxklpcms krm:
^urv`vkc
Lkx`lul sfart tmrl prae`ts
Lkx`lul skcms grawtf ! lkrimt pmhmtrkt`ah
Lkx`lul lkrimt si`ll`hg
Lmmt`hg tfm nalpmt`t`ah Om rmgkrdmd ek`r oy nustalmrs
Rradunt qukc`ty cmkdmrsf`p
;?!4
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
5/20
Dmlkhd Khkcys`sTwa kspmnts ae dmlkhd khkcys`s;)_mckt`ahsf`p omtwmmh Dmlkhd khd Rr`nm Dmlkhd snfmducm `hd`nktms pr`nm smhs`t`v`t`ms ae ouymrs(
@e pr`nm mckst`n`ty ae dmlkhd 3 ;# ouymrs krm cmss pr`nm
smhs`t`vm &`hmckst`n dmlkhd) @e pr`nm mckst`n`ty ae dmlkhd 8 ;# ouymrs krm larm pr`nm
smhs`t`vm &mckst`n dmlkhd)
Lkhy `hdustr`kc pradunts krm rmckt`vmcy `hmckst`n( Wfy 1 @e
tfm hdustr`kc pradunt @s nustal`smd ar sapf`st`nktmd
Fks k emw nalpmt`tars khd ha suost`tutm pradunt
@s k slkcc pmrnmhtkgm ae tatkc nast ae tfm mqu`plmht
;?!=
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6/20
Dmlkhd Khkcys`s &naht`humd)
&?) Nast
Omhme`t Khkcys`s Lkrimtmr sfaucd uhdmrstkhd nast,omhme`t khkcys`s
ar pmrnm`vmd vkcum ae `ts aeemr eral nustalmrs
v`mw pa`ht(
Ous`hmss nustalmr prmemrs k suppc`mrs aeemr`hg
tfkt g`vms larm omhme`ts kt cmss nast &`(m( supmr`ar
vkcum)
Lkrimtmrs vkcum prapas`t`ah ae `ts aeemr`hg
sfaucd om supmr`ar tfkh tfasm ae `ts nalpmt`tars(
;?!5
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7/20
;?!7
Nast Khkcys`s
Nckss`e`nkt`ah ae nasts krm hmmdmd ear prae`tkocm
pr`n`hg dmn`s`ahs(
]hdmrstkhd eaccaw`hg nahnmpts# ear meemnt`vm
dmn`s`ahs(
Mnahal`ms ae snkcm
Cmkrh`hg ! mxpmr`mhnm nurvm
Ormki mvmh khkcys`s
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
8/20
;?!6
Nalpmt`t`vm Khkcys`s
Naccmnt nalpmt`tars `hearlkt`ah rmgkrd`hg: Rr`nm# d`snauht# pkylmht tmrls# nasts(
Rradunt khd smrv`nm qukc`ty# omhme`ts aeemrmd(
Ear `h`t`kt`hg k pr`nm nfkhgm#study lkjar nalpmt`tars
E`hkhn`kc s`tukt`ah# pradunt`ah nkpkn`ty# skcms( Narparktm aojmnt`vms# strmhgtfs khd wmkihmssms(
Nucturm# pkst prknt`nms# l`hd,smt(
Ear rmspahd`hg ta k pr`nm nfkhgm `h`t`ktmd oy k nalpmt`tar#
tfm lkrimtmr sfaucd ksi khd rmspahd ta k smt ae
qumst`ahs(
Nustalmrs gmhmrkccy wmcnalm pr`nm rmdunt`ahs khd rms`st
pr`nm hnrmksms(
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9/20
;?!0
Gavmrhlmht _mguckt`ahs
Gavmrhlmht rmguckt`ahs keemnt pr`n`hg dmn`s`ahs
Mxklpcms:
Rr`nm nkrtmc ! pr`nm , e`x`hg
Rr`nm d`snr`l`hkt`ah
Rrmdktary pr`n`hg
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
10/20
;?!;2
Rr`nm Lmtfads
Lkjar pr`nm,smtt`hg lmtfads krm:
Nast,oksmd pr`n`hg
Ukcumd,oksmd pr`n`hg
Nalpmt`t`ah,oksmd pr`n`hg
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
11/20
;?!;;
Rr`n`hg ^trktmg`ms
Rr`nm,smtt`hg strktmg`ms ear d`eemrmht pradunt,lkrimt
s`tukt`ahs:
Nalpmt`t`vm o`dd`hg khd hmgat`kt`ah(
Rr`n`hg hmw pradunts
Rr`n`hg knrass pradunt c`em,nyncm
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
12/20
Nalpmt`t`vm O`dd`hg khd Hmgat`kt`ah
Nalpmt`t`vm o`dd`hg ta gavmrhlmht uh`ts krm: ^mkcmd &ar ncasmd) o`ds# ar
Apmh &ar hmgat`ktmd) o`ds
;?!;?
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
13/20
Rr`n`hg Hmw Rradunts
Twa pr`n`hg strktmg`ms kvk`ckocm:
^i`ll`hg strktmgy
F`gf `h`t`kc pr`nm ear f`gf,tmnf# d`st`hnt`vm# nkp`tkc
`htmhs`vm pradunt( Cktmr rmdunm pr`nm ta rmknf atfmr smglmhts
Rmhmtrkt`ah ^trktmgy
Caw `h`t`kc pr`nm ear pradunts w`tf caw,mhtry okrr`mrs earnalpmt`tars(
F`gfcy pr`nm smhs`t`vm nustalmrs
;?!;>
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
14/20
Rr`n`hg Knrass Rradunt C`em,Nyncm
@htradunt`ah stkgm D`snussmd mkrc`mr `h pr`n`hg hmw pradunts(
Grawtf stkgm
Rrmssurm ta cawmr pr`nms eral nustalmrs# dum ta
nalpmt`t`ah(Lktur`ty stkgm
Cawmr pr`nms ta lktnf nalpmt`t`ah
Dmnc`hm stkgm
Facd tfm pr`nm# `e supmr`ar qukc`ty
;?!;4
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
15/20
Rr`n`hg pac`n`ms
Wfy hmmdmd1Ta kdjust oksm &ar c`st) pr`nm ear d`eemrmht
nustalmr typms# ouy`hg vkr`aus qukht`t`ms#
canktmd kt d`eemrmht pcknms khd ear lmmt`hgnalpmt`t`ah(
Imy Tmrls `h Rr`n`hg Rac`n`ms
C`st pr`nm
Trkdm d`snauht [ukht`ty d`snauht
Nksf d`snauht
Gmagrkpf`n pr`n`hg
;?!;=
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
16/20
C`st Rr`nm @t `s oksm ! oks`n pr`nm ae k pradunt smt oy k nalpkhy( C`st,pr`nm ar pr`nm,c`st `hncudms oks`n pr`nms ae stkhdkrd
s`zms ar spmn`e`nkt`ahs ae k pradunt(
Rr`nm c`st stktmlmhts# prmpkrmd oy k lkhueknturmr#
lkdm kvk`ckocm ta `htmrlmd`kr`ms khd nustalmrs( Hmt Rr`nm < C`st pr`nm cmss d`snauht(
Trkdm D`snauht &TD) Aeemrmd ta tfm trkdm &`(m( dmkcmrs ! d`str`outars)
Klauht ae TD: Oksmd ah `hdustry harls khdnast ae euhnt`ahs pmrearlmd(
^faucd om uh`earl
;?!;5
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
17/20
[ukht`ty ! Uaculm D`snauht &[D!UD)
Rurpasm: Mhnaurkgm nustalmrs ta ouy ckrgm qukht`t`ms( [D !UD just`e`md ks tfm e`rls nasts krm rmdunmd(
Grkhtmd ear nuluckt`vm khd hah,nuluckt`vm oks`s ae
ardmrs(
G`vmh ta kcc typms ae nustalmrs ah pr`nm,c`st( [ukhtul ae [D!UD oksmd ah dmlkhd# nast# nalpmt`t`ah(
Nksf D`snauht &ND)
Rurpasm: Mhnaurkgm nrmd`t nustalmrs ta pky mkrcy( Kppc`nkocm ah grass klauht ae tfm o`cc ! `hva`nm(
Omttmr ta pky oy k nfmqum khd nrmd`t hatm(
(
;?!;7
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
18/20
Gmagrkpf`nkc Rr`n`hg
Rurpasm: Faw ta pr`nm d`eemrmht nustalmrs `h d`eemrmhtgmagrkpf`nkc cankt`ahs(
Twa kctmrhkt`vm lmtfads usmd:
&;)Mx,ekntary Rr`nms kt tfm lkhueknturmrs ekntary gktm(
`(m( smccmr nfkrgms nast ae erm`gft ta ouymr(
Rr`nms vkry oksmd ah nustalmrs gmagrkpf`nkc cankt`ahs(
&?) E(A(_( ! E(A(O( Dmst`hkt`ah Ermm ah rakd ! ermm ah oakrd upta dmst`hkt`ah
`(m( smccmrs pr`nm `hncudms erm`gft nast(
^klm pr`nm,c`st kppc`nkocm ta kcc nustalmrs# dmsp`tm
d`eemrmht gmagrkpf`nkc cankt`ahs(
;?!;6
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19/20
_acm ae Cmks`hg Cmks`hg `s kh kctmrhkt`vm ta d`rmnt purnfksm# lk`hcy ear
nkp`tkc `tmls(
Ouymrs study nast ! omhme`t trkdm aee ae ouy`hg khd
cmks`hg(
Wfkt `s k cmksm1 @t `s k nahtrknt tfraugf wf`nf tfm kssmt awhmr &nkccmd
cmssar) mxtmhds tfm r`gft ta usm tfm kssmt ta khatfmr
pkrty &nkccmd cmssmm) `h rmturh ear pmr`ad`n pkylmht ae
rmht avmr k spmn`e`md pmr`ad(Omhme`ts ae cmks`hg ta k ous`hmss nustalmr: Nahsmrv`hg nkp`tkc
Gk`h`hg tkx kdvkhtkgm
Gmtt`hg tfm cktmst pradunt
;?!;0
http://blog.oureducation.in/7/28/2019 Pricing in Business Marketing
20/20
Typm ae Cmksms
Twa typms: E`hkhn`kc khd apmrkt`hg(E`hkhn`kc cmksm
Hah nkhnmcckocm# cahgtmrl kgrmmlmhts ! nahtrknts(
Euccy klart`smd( Apmrkt`hg ! lk`htmhkhnm nasts ta cmssmm(
Apt`ah ae purnfks`hg kssmt ta ouymr(
Apmrkt`hg cmksms
Hat euccy klart`smd( Apmrkt`hg ! lk`htmhkhnm nasts ta
cmssar(
Rurnfks`hg apt`ah ta ouymr hat `hncudmd(
Rr`n`hg strktmgy `h cmks`hg : Tfrmm kctmrhkt`vms(
Dmn`dm cmksm rktm ta ekvaur cmks`hg
Dmn`dm cmksm rktm ta ekvaur purnfksm
Knf`mvm okckhnm omtwmmh cmksm rktm khd skcm rktm
;?!?2
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