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[email protected] в категроии Английский язык, вопрос открыт 08.10.2017 в 01:39

In modern market conditions commercial success of companies significantly depends on a choosen pricing strategy. Some opponents identify pricing as a simple sum of manufacturing costs and average industry mark-ups, while opposing views claim that this complicated mechanism involves a number of different aspects aimed at defining customers value perception of a product. I fully believe that perceived-value pricing is probably the most optimal solution for manufacturers, in so far as it gives an opportunity to inform customers about product benefits and to generate profits by meeting their needs and wants.

It is universally known that nowadays buyer wants to purchase not the product itself, but the solution of his problem through this product, as well as emotions and benefits from the result of solving the problem. Cost of such solutions depends on how customer evaluates and perceives proposed values. Price should give a chance to demonstrate to prospectives that product delivers more unique value than the competing one. Orientation on price as on a quality indicator allows quality-conscious customer to get better buying experience. In other words,the higher buyers expectation about product quality are, the bigger amount of money he is ready to pay for it.

Actually, customers willingly pay more for a product, which price meets their internal inferences. Consequently, charging the higher price for the better benefit, that buyer receives from the purchase might be reasonable for manufacturer. Accumulation of income will allow the company to be stable and feel confident on the market. Strong financial background, as a result of customer-value pricing, gives company longer staying power and allows to avoid shallow-pockets trap.

However, it is often argued that perceived value pricing might lead only to complication of pricing task. Manufacturers should run numerous researches to gain all necessary information about current demand, inflation, consumers psychological aspects, perceived value and benefits from competitors offers, while markup pricing requires only estimating costs. Perhaps, cost focused method is the best when company has no confidence in return on investment in conducted researches.

It is fair to conclude that despite the fact that each pricing method has its advantages and disadvantages, pricing based on perceived value has superiority over pricing based on costs. Each buyer expects to get benefits, receiving the product of a certain level of quality and price is the main indicator here. By charging a fair for proposed value amount, company gains a strong financial basement for its activities and development on market. Ideally, the internal consumers desire to pay a Serra in sum for his value-based needs schould be reflected on price tag