کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1013984 939343 2016 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The six pricing myths that kill profits
ترجمه فارسی عنوان
شش اسطوره قیمت گذاری که سود را تباه می کند
کلمات کلیدی
قیمت گذاری؛ سودآوری؛ تصورات غلط؛ قیمت گذاری مبتنی بر ارزش ؛ سهم بازار
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

Pricing is the most important driver of profits. Pricing is also, surprisingly, the area most executives overlook when implementing initiatives to increase profits. There is a reason: Research presented in this article suggests that most executives implicitly hold on to a series of weakly held assumptions about pricing that ultimately are self-defeating. These pricing myths are that (1) costs are the basis for price setting, (2) small price changes have little impact on profits, (3) customers are highly price sensitive, (4) products are difficult to differentiate, (5) high market share leads to high profits, and (6) managing price means changing prices. This research shows how executives can overcome these misconceptions and thus implement sustainable profit improvements via pricing.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 59, Issue 1, January–February 2016, Pages 71–83
نویسندگان
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