1. Mezcla de Promoción M.M Rocío del Cariño Romero Mariscal Introducción a la Mercadotecnia UNIVERSIDAD AUTÓNOMA DE BAJA CALIF0RNIA FACULTAD DE TURISMO
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15. Proceso de Venta personal Busqueda de prospecto Preacercamiento Acercamiento Presentacion Manejo de objeciones Cierre
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19. Estrategia de Mezcla de Promoción PRODUCTOR DETALLISTA Y MAYORISTA CONSUMIDOR PRODUCTOR DETALLISTA Y MAYORISTA CONSUMIDOR ESTRATEGIA DE EMPUJE ESTRATEGIA DE ATRACCION Actividades de mkt del productor Actividades de mkt del revendedor Actividades de mkt del productor
24. Factor es a considerar al fijar precios Factor es interno s Decisiones de fijación de precios Factor es externo s Mercado meta Objetivos de de posicio-namiento
25. Factores internos que afectan las decisiones de fijación de precios Objetivos de m arketing Estrategia de mezcla de m arketing Cost o s Considera ciones de organización
26. Objetivos de marketing que afectan las decisiones de fijación de precios Objetivos de marketing Su pervivencia Precios bajos para cubrir costos variables y algunos costos fijos y seguir operando. Maximiza ción de utilidades actuales Escoger el precio que produzca la utilidad, flujo de efectivo o ROI más alto ahora . Liderazgo en participación de mercado Precios lo más bajos posible para ser quien más participación tenga en el mercado . Liderazgo en calidad de producto Precios altos para cubrir los costos de una mayor calidad en el desempeño
27. Variables de mezcla de marketing que afectan las decisiones de fijación de precios Estrategia de mezcla de marketing Diseño y calidad de producto Distribu ción Promo ción Factores no de precio
28. Tipos de factores de costo que afectan las decisiones de fijación de precios Costos totales Sum a de los costos fijos y variables para un nivel de producción dado Costos fijos (Overhead) Cost os que no var ían con los niveles de ventas y producción Salarios de gerentes Rent a Costos v ariable s Cost o s que sí varían en proporción directa al nivel de producción . Materias primas
29. Factores externos que afectan las decisiones de fijación de precios M ercado y d emand a C ostos, precios y ofertas de c ompeti dores Ot ros f actor es externo s Condiciones económicas Necesidades de revendedores Acciones del gobierno Cuestiones sociales
30. Factores de demanda y mercado que afectan las decisiones de fijación de precios Compet encia pura M uchos compradores y vende- dores que afectan poco el precio Compet encia monopolista M uchos compradores y vendedores operan en un intervalo de precios . Compet encia oligopolista Pocos vendedores, sensibles a sus estrategias de precios/marketing Monopol io puro Un solo vendedor Di stintos tipos de mercados
31. Precios basados en valor Precios basados en costo Precios basados en valor Product o Cost o Pr ecio Val or C lientes C lientes Val or Pr ecio Cost o Product o
32. Precios Basados En Competencia Fijación de precios Licitación sellada Se fijan los precios con base en lo que se cree que los competidores cobrarán . Tasa vigente Se fijan los precios con base en lo que están cobrando los competidores . ? ?
Notas del editor
The Buyer Decision Making Process This CTR corresponds to Figure 5-6 on p. 153 and relates to the material on pp. 152-156. Teaching Tip: Consider asking students to describe some of their purchases decisions made at the beginning of the term and link them to steps in the process. Stages in the Buyer Decision Process Need Recognition. Problems are recognized when people sense a difference between an actual state and some desired state. Problem recognition can be triggered by either internal or external stimuli. Information Search. Consumers vary in the amount of information search they conduct. Information search may be a survey of information stored in memory or may be based upon information available externally. Search effort varies from heightened awareness corresponding to increased receptivity for relevant information to active information search modes where the person expends some energy to obtain information that is desired. External information vary in their informational and legitimizing characteristics. Riskier decisions usually elicit more search behavior than non-risky decisions. Evaluation of Alternatives. Following information search, the person compares decisional alternatives available. Criterion for evaluation compares product attributes of the alternatives against degrees of importance each attribute has in meeting needs, beliefs about the product or brand's ability and utility, and an evaluation procedure that ranks the alternatives by preference that forms an intention to buy. Purchase Decision. - The individual buys a product. Purchasing other than the intended product may be due to attitudes of others exerted after the evaluation of alternatives is completed or unexpected situational factors such as point of purchases promotions that affect the alternatives' ranking. Post-purchase Behavior. This involves comparing the expected performance of the product against the perceived performance received. Cognitive dissonance describes the tendency to accentuate benefits and downplay shortcomings.
Factors to Consider When Setting Prices This CTR corresponds to Figure 10-1 on p. 303 and relates to the discussion on pp. 303-313.
Marketing Objectives The overall marketing objectives that influence price: Survival. This can be the primary factor in setting price especially in marginal businesses or industries. Price is used to stay in business in hopes of making profits when conditions improve. Current Profit Maximization. This objective means the company is emphasizing short term results over long-run performance. Market-Share Leadership. This factor affects price when the company seeks the dominant market share. Low prices increase demand so that later volume creates profit. Product-Quality Leadership. This tends to push prices high. This pricing strategy may be linked to niching strategy in other discussions. Internal Factors Affecting Pricing Decisions This CTR relates to the discussion on pp. 303-304.
Internal Factors Affecting Pricing Decisions This CTR relates to the discussion on pp. 304-305. Marketing Mix Strategy Price must be considered in light of its role in support of the overall marketing mix. Price is one kind of information the consumer receives about the product. Price should consistently support the overall positioning strategy targeted by the marketing mix.
Internal Factors Affecting Pricing Decisions This CTR relates to the discussion on pp. 305-306. Costs Costs set the pricing floor that the company can charge for its product. Types of costs include: Fixed Costs (or overhead) are costs that do not vary much with production or sales levels. Variable Costs vary directly with the level of production. Total Costs are the sum of the fixed and variable costs for any given level of production.
The Market and Demand This CTR relates to the discussion on pp. 309-310. The Market and Demand Types of Markets. Each presents distinct pricing challenges: Pure Competition - is characterized by many buyers and sellers to that no one agent affects pricing. Going rate pricing is the rule. Monopolistic Competition - consists of many buyers and sellers trading over a range of prices. Products can be differentiated in quality, features, or styles. Oligopolistic Competition - consists of few sellers each sensitive to the other's pricing and marketing strategies. Barriers to entry prohibit new sellers from entering the market. Pure Monopoly. This market consists of a single seller. The seller may by a government, private regulated monopoly, or unregulated monopoly. Pricing may be linked to other than cost or profit factors, including fear of competition entering or regulation. Consumer Perceptions of Price and Value. Buyers ultimately decide prices. Marketers must combine technical expertise with creative judgment and an awareness of buyers’ motivations.
Value-Based Pricing This CTR corresponds to Figure 10-7 on p. 316 and relates to the discussion on pp. 316-318. Buyer-Based Approach Value-Based Pricing . This approach uses the buyer's perception of value as the key to pricing. Strategy under this approach utilizes non price mix variables to help set perceived value in the buyer's mind. As illustrated on the CTR, this approach is the reverse of the cost-based approach to pricing. The key is that the marketer must have an accurate view of what benefits and features consumer want and are willing to pay for in setting a specific value-pricing goal. Discussion Note: Toyota Motor company used a value-based approach on its lower end cars like the Tercel and the Corolla in the early 1980s. Once the value price was determined and profit per car objectives set, engineers and designers were challenged with the task of making the cost of production support those goals.
Competition-Based Pricing This CTR relates to the discussion on pp. 318-319. Competition-Based Approach Going-Rate Pricing . This approach bases price largely on what competitors charge for their products. This approach is popular in markets where demand elasticity is difficult to measure. Sealed-Bid Pricing . This approach involves competition between sellers attempting to under price each other while still covering costs. Winning a sealed bid contract requires careful estimation of competitor's costs and likely profit margins to bid successfully. This approach is common in bidding for government contracts. Teaching Tip: You might consider giving students an out of class assignment to obtain bids on one or more projects from cooperating vendors in your area. For example, a two-car garage pricing might vary by 100% among three contractors in a sealed bid.
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