1. Module 2, Management. Управление продуктом и управление проектами
Урок 2. Боль против доступности – выбираем цену продукта
Продвинутый курс по
продажам Handmade на Etsy,
Amazon
Автор – А. Радич
Главный редактор –
Катерина Романенко
https://ru.storepundit.comAlex Radich Sales Academy
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Урок 2.2. Боль против доступности – выбираем цену продукта
https://ru.storepundit.comAlex Radich Sales Academy
По теории определения цены
через оценку соотношения Боль –
Доступность, мы можем
определить, насколько сильна
потребность пользователя (его
«Боль») в продукте и насколько
легко он может ее утолить через
подобные или альтернативные
решения. Так, Виагру в свое время
можно было продавать по любой
цене, потому что потребность на
рынке была высока, а достать
подобный препарат было
невозможно. Обычные
менеджеры получали
баснословные гонорары в Pfizer.
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Урок 2.2. Боль против доступности – выбираем цену продукта
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Цена на основе ценности Value-
based price (also value optimized
pricing)
Мода, там, где есть дефицит
(напитки в жаркий день),
дополнения к продукту
(картриджи, наушники).
Картины продаются в
соответствии с восприятием
величия художника, а не по
стоимости холста и красок
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Урок 2.2. Боль против доступности – выбираем цену продукта
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Цены на основе ценности против
цен на основе себестоимости
производства. (Value-based versus
cost-based pricing)
Cost-plus pricing – цена на основе
себестоимости плюс желаемый
«прибыток» продавца – вот грузин
продает чай за 1 рубль и 2 копейки,
себестоимость чая 2 копейки, «но
должен же я хоть что-нибудь
зарабатывать».
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Страница Дня
https://www.behavioraleconomics.com/resour
ces/introduction-behavioral-economics/
The Ultimate Guide to
Marketing
Think about the last time you purchased a customizable
product. Perhaps it was a laptop computer. You may have
decided to simplify your decision making by opting for a
popular brand or the one you already owned in the past.
You may then have visited the manufacturer’s website to
place your order. But the decision making process did not
stop there, as you now had to customize your model by
choosing from different product attributes (processing
speed, hard drive capacity, screen size, etc.) and you were
still uncertain which features you really needed. At this
stage, most technology manufacturers will show a base
model with options that can be changed according to the
buyer’s preferences. The way in which these product
choices are presented to buyers will influence the final
purchases made and illustrates a number of concepts from
behavioral economic (BE) theories.
Урок 2.2. Боль против доступности – выбираем цену продукта
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Домашняя работа
Оцените свой продукт с позиций Боль – Доступность.
Какая модель больше подходит для Вашего продукта?
Урок 2.2. Боль против доступности – выбираем цену продукта
Что можно сделать с продуктом, чтобы он «на голову выше» стал, чтобы
его оценивали с других позиций – Perceived Value?
Editor's Notes
Value-based price (also value optimized pricing) is a pricing strategy which sets prices primarily, but not exclusively, according to the perceived or estimated value of a product or service to the customer rather than according to the cost of the product or historical prices.[1][2] Where it is successfully used, it will improve profitability through generating higher prices without impacting greatly on sales volumes.
The approach is most successful when products are sold based on emotions (fashion), in niche markets, in shortages (e.g. drinks at open air festival on a hot summer day) or for complementary products (e.g. printer cartridges, headsets for cell phones). Goods which are very intensely traded (e.g. oil and other commodities) are often sold using cost-plus pricing. Goods which are sold to highly sophisticated customers in large markets (e.g. automotive industry) have also in the past been sold using cost-plus pricing, but thanks to modern pricing software and pricing systems and the ability to capture and analyze market data, more and more markets are migrating towards market- or value-based pricing.
Value-based pricing in its literal sense implies basing pricing on the product benefits perceived by the customer instead of on the exact cost of developing the product. For example, a painting may be priced as much more than the price of canvas and paints: the price in fact depends a lot on who the painter is. Painting prices also reflect factors such as age, cultural significance, and, most importantly, how much benefit the buyer is deriving. Owning an original Dalí or Picasso painting elevates the self-esteem of the buyer and hence elevates the perceived benefits of ownership.
Value-based versus cost-based pricing[edit]
Price should be controlled within the value of the benefits that one business provides for its customer, while at the same time considering the price that their competitors' charge.[3] Thus, prices are to be set according to the value that the business provides for its customer. To maximize the profitability of the products sold by the business, the business has to measure the benefit of the product that they provide to their customers, survey the criteria for the customers' buying decision (speed of delivery, convenience or reliability, etc.) and also identify the value of the benefits provided to the customer.
Cost-plus pricing[edit]
Cost-plus pricing is an approach which takes the total cost of producing the product or service and adding some amount to allow the business to make a profit.[1] For example, in a retail store, if a merchant buys something for $5, and they sell it for $10 to a customer, this is called cost-based pricing. However, the willingness for the customer to pay is limited by the benefits they can receive: "Benefits are net benefits, where any cost that the customer firm incurs in obtaining the sought benefits, apart from purchase price, are included" (Anderson and Wynstra, 2010,31).[4] Thus, the customer-perceived value is different between the net benefit they received and the price the customer paid, the supplier will not make any profit if the products are sold below the cost.
