20370572
Descrição
Mapa Mental por Iliyana Nur, atualizado more than 1 year ago
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Criado por Iliyana Nur
aproximadamente 5 anos atrás
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Chapter 10
- Price of Mobile Apps
- Freemium: when
company ofer basic
product for free &
upgraded version
for a fee
- Eg: Spotify
- Eg: Spotify
- Lite: version sold at
low prices with
fewer features
- Eg: Monthly fees
- Eg: Monthly fees
- Full Price:
include more
features
- Eg: Netflix, Unifi
- Eg: Netflix, Unifi
- Freemium: when
company ofer basic
product for free &
upgraded version
for a fee
- Internet
Changes
Pricing
Strategies
- Price is sum of all
values that buyers
exchange for the
benefits of a good or
service
- Prices were
negotiated; fixed
price policies are
modern idea
- Dynamic pricing:
varying prices
for individual
customers
(bulks/bundle)
- Allows price
transparency;
both buyers &
sellers can view
price online
- Price is sum of all
values that buyers
exchange for the
benefits of a good or
service
- Buyer & Seller Perspective
- Buyer View
- Includes money, time consuming, energy, psychic costs
- enjoy cost savings
- Internet is convenient & fast
- Self-services saves time
- One-stop shoping & integration save time
- Automation saves energy
- Buyer control
- Buyer set price &
seller decide to
accept the prices in
reverse auction
- buyer bids for
excess inventory at
exchange in B2B
market
- Government
buyers request
tender/proposal
for materials &
labor
- Buyer power online
is based on the huge
quantity
information on the
web
- Eg: Feedback, critic, review, comment
- Info from third party (consumer)
- Eg: Feedback, critic, review, comment
- Buyer set price &
seller decide to
accept the prices in
reverse auction
- Shift in power
affects pricing
strategies
- Includes money, time consuming, energy, psychic costs
- Seller View
- internal factors:
pricing objectives,
marketing mix strategy
and information
technology
- External factors:
market structure &
market efficiency
- Pricing Objective
- Profit oriented
(Supreme)
- Market oriented
(rely on market
trend)
- Competition
oriented
(Festive cookies)
- Profit oriented
(Supreme)
- internal factors:
pricing objectives,
marketing mix strategy
and information
technology
- Buyer View
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