ΤΙΜΟΛΟΓΙΑΚΗ ΠΟΛΙΤΙΚΗ
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τιμολογιακη πολιτικη
Transcript of ΤΙΜΟΛΟΓΙΑΚΗ ΠΟΛΙΤΙΚΗ
-
, 2009
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1
MARKETING
1.
2. MARKETING
3. MARKETING
4. MARKETING
5. ,
MARKETING
6. MARKETING MIX
7. () MARKETING MIX
2
1.
2.
3.
4.
5.
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9.
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21
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Borden N. (1984) marketing mix
marketing
managers marketing marketing.
, marketing mix :
1.
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b.
c.
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b.
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d.
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Rao V.R. (1984),
marketing
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Benham (1972), Eskin and Baron (1977), Wittink (1977)
Albion and Farris (1981)
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Jacob M.E.L. (2007)
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. Webster's Ninth New Collegiate
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Gabor A. Granger C. W. J. (1973)
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Avlonitis G. J. Indounas K. A. (2005).
(ROI) (ROA)
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55
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10% 30%
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R. L. , 2003)
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58
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(promotion mix).
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Shankar V. Bolton R. N. (2004),
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Oxenfeldt A.R. (1983)
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Granger C. W. J. (1973),
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(, , ).
88
-
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
2.3 : .
1. :
. ""
() .
,
, ""
. ,
-
.
2. :
,
. ""
.
-
.
89
-
3. :
.
. "
"
.
4. :
.
, "" .
.
""
.
5. :
.
,
.
6. :
,
.. ..
.
90
-
7. :
.
,
. " "
,
.
8. :
,
.
,
.. 10.000
,
( )
.
9. :
.
,
.
""
. -
.
( . . , 1992)
,
.
. ,
91
-
. (Smith, G. E. ,
1995)
-
.
,
,
.
,
.
(loss-leader pricing)
( )
, ,
.
,
' . ,
(.. ),
.
.
,
,
, . ,
(.. air-
condition, cd) (optional-product pricing). ,
92
-
(by-products),
.
,
.
H
, (price, bundling of
products). H
. ,
,
. ,
,
, ,
. ,
,
.
marketing (relationship
marketing), .
.
(relationship pricing)
. ,
,
,
93
-
. ,
, ,
.
,
. Easy Jet,
,
,
, . ( N . , 2005)
.
, ,
, .
,
.
.
,
. (Mitchell E.G. , 1997)
,
.
94
-
, . ,
,
.
"free"
.
. (Rowley J. , 1997)
,
(negotiated
pricing), (competitive bidding),
(yield management),
(commission), (results
based pricing) (variable pricing).
,
. ( N . , 2005)
14.
. .
. ,
. :
a. - (Cost Plus)
b. (Mark Up)
c. (Target Rate of
Return)
95
-
d. (Break Even)
- (Cost Plus)
-, ,
.
. ,
, ,
. .
,
, .
-
. :
= + (% )
(Mark Up)
,
. ,
.
,
.
, , ,
, ,
,
(). ,
, .
(Target Rate of Return)
,
,
96
-
.
.
, .
, ,
.
, , ,
, , ..
(, . . , 1989) ,
:
[ + ( )] =
. ,
,
,
, , .
( N . , 2005)
(Break Even)
,
. ,
,
. .
. 2.4
.
97
-
2.4 :
:
=
-
. ,
, .
,
(
),
, ,
. /
, /
. , .
'
(.. ).
,
. ,
.
, '
. , '
98
-
, ,
. (, . . , 1989)
:
(value based pricing)
, (target
pricing)
, ,
.
. .
(Total Economic Value, TEV).
(reference value)
(differentiation value). ,
,
.
,
.
Target pricing
, target pricing,
,
.
99
-
, ,
.
, .
( N . , 2005)
,
. ,
.
,
.
,
. (, . . , 1989)
, ,
,
.
(
), ( )
( )
.
.
,
, (
).
.
100
-
. ,
,
, ,
. ( N . ,
2005)
.
. ,
.
.
,
. (Rowley J. , 1997)
.
.(Cannon H. M. Morgan F. W.
, 1990)
,
.
,
.
. -
101
-
-
.
,
.
,
.
,
, . ,
,
.
.
.
,
/
/ .
.
.
(every day low pricing),
.
.
"-" , ,
,
.
(Kotler P. , 2001)
102
-
15.
.
.
.
( . ., 1992)
:
,
, ,
.
. ,
2/10/30 .
2% ,
10 . ,
30 , , , .
:
,
(..
).
, : )
'
(
103
-
), ) , )
.
,
, , :
1.
2.
:
,
.
. ,
.
, , :
1.
.
2. ,
.
, , ,
.
,
,
.
:
,
104
-
.
( ) .
,
(.. )
. ( ., . . , 2002)
:
(, , )
. ,
( ), . ( N
. , 2005)
:
.
.
. (Kotler P. Keller L. , 2006),
:
,
,
.
.
( 6% 10% )
' .
""
105
-
. ( . ., 1992)
..
" ",
, ""
"" .
, , . , ,
. , ,
.
.
: , , ,
, 2.5. ,
. (Nagle T.T. and Hogan J.E.,
1987),
2.5 :
106
-
,
(new-to-the company),
(new-to-the world). ,
, :
( )
,
,
,
.
(positioning)
, ,
( - ),
premium ( - ),
( - ) ( -
).
,
(innovator)
107
-
(follower), .
:
, , , , .
,
:
marketing .
,
,
:
(skimming pricing) (penetration pricing).
,
(.. ,
) , ,
:
108
-
- (cost-benefit analysis),
,
,
, , ,
,
, ,
(price
bundling)
,
.
,
, ,
,
, marketing
(consolidation
strategy).
,
, ,
109
-
(retrenchment strategy).
(harvesting strategy),
, ,
marketing
(R&D),
(
), ,
. ( N
. , 2005)
;
,
. ,
.
, ,
.
.
,
. : (1)
; ,
,
; (2)
; (3)
, ;
; (4)
;
,
.
110
-
.
:
. (1) ,
, (2) , (3)
. ,
,
, .
,
.
. , , .
,
.
. . (1)
, (2)
, (3)
.
.
.
.
.
,
,
, ,
,
.
111
-
.
.
. 2.6 ,
. (Kotler P. and
Keller L., 2006)
2.6 :
112
-
3
1.
, .
.
,
, , .
.
,
.
.
,
.
,
,
, (..
).
() ,
.
,
.
113
-
2.
.
.
, . ,
1970
, ,
.
, , ,
. , ,
,
.
wheel of
retailing. ,
, ,
.
, . ,
, ,
. , ,
,
,
114
-
,
.
, (trading
up), ,
,
. , ,
, ,
.
,
. . ,
,
,
.
3.1 :
,
( 3.1). ,
, .
115
-
.
,
, ,
, ,
...
3.
, : ,
, , .
,
.
(product life cycle)
. ,
, , , .
,
.
. ,
.
,
. ,
, ,
. ,
marketing.
.
. ,
. ,
116
-
,
, , , ...
, ,
.
.
.
, .
,
. ,
.
, .
, .
,
.
,
. , , ,
,
. ,
,
.
.
retail accordion model.
.
, ,
.
117
-
4.
,
.
.
.
, ,
. ,
, ,
,
.
, ,
, :
i) .
,
, . ,
.
ii) . ,
,
.
iii) .
,
, .
iv) ,
.
v) .
. ,
118
-
,
. ,
,
. ,
,
.
vi) .
. ,
.
,
.
.
,
, ,
, ,
, ...
5.
.
: , ,
.
,
.
, , .
,
.
(, ) .
119
-
, ,
.
.
,
, , , ...
, .
.
,
.
,
.
,
, , ...
. ,
. ,
.
, .
.
, .
,
. ,
. , ,
,
,
.
120
-
6.
, .
, :
,
(..,
franchising).
.
,
. ,
.
marketing. , ,
,
.
,
.
,
.
, . , marketing
121
-
,
,
. ,
.
..
,
.
,
, ,
,
.
.
.
. ,
.
.
, Gucci, Channel, ...
,
.
122
-
. ,
.
(franchising)
,
.
marketing. franchising.
, .
(franchiser)
(franchisee).
.
franchisee ,
.
,
:
(convenience stores)
,
.
.
(.. , , )
. ,
. ,
123
-
. (convenience shopping)
.
(specialty stores)
.
, , , .
.
, ,
.
. ,
.
(variety stores)
,
,
.
( ),
().
,
, (self service).
,
. ,
, ,
.
,
.
124
-
,
.
(department stores)
. .
, , , , ,
.
.
.
. 0
, .
, .
.
,
.
,
. ,
, .
(discount stores)
.
,
. ,
. , ,
. ,
.
,
.
125
-
(category killers)
. ,
.
, , , , .
,
, ' category killers.
(.. )
(.., , ,
).
, . ,
,
. ,
, . ,
, ..,
.
,
, .
,
. , .
,
.
. , ,
,
.
126
-
() (catalogue showrooms)
.
.
, .
, .
,
. ,
. ,
, ,
.
, ,
, , , ...
, Argos.
, ,
. ( N . , 2005)
7.
,
,
. , ,
. ,
.
i)
. ,
, . ,
,
127
-
.
ii) ,
,
.
,
.
, ,
. .. ,
. , ,
.
, , .
iii) ' .
, ,
. , , ,
,
, . , ,
,
.
iv)
. "...
,
".
, ,
, ,
.
128
-
8.
.
,
. ;
. ,
. ,
,
.
,
.
,
.
:
,
.
. , ,
, ,
, .
.
.
129
-
.
'
.
, ,
: ) , )
/ , )
) .
. ,
, ,
.
: ()
, () , ()
() .
:
a. .
, ,
, .
,
5% '
,
- .
,
,
.
130
-
b. . ,
,
.
, category management, '
. ,
. ,
(category-by-category).
c. .
.
, ,
,
, .
,
.
d. .
3,90 ,
9 3,99 .
3% .
, 3,90 ' ,
, .
e. .
.
, .
f. - .
.
131
-
9.
,
. .. , 1/4
. ,
,
, ,
.
, ,
.
. , ,
, . ,
. ,
,
. ,
, .
,
, .
.
;, .
I) . ,
.
.
. ' ,
, ,
, , ""
, .
132
-
II) "".
. ,
,
. , , ,
. ..
.
. ( .
. , 2001)
,
.
:
.
100.000
.
.
.
. ' :
. . ,
,
.
133
-
.
.
.
.
,
'
. ,
, .
.
.
,
.
, ,
( ).
, ,
,
, ,
( ).
, ,
.
(one-stop-shopping) ,
, .
:
134
-
,
.
.
. ,
,
. (, ,
, , ..)
.
,
,
, ,
.
.
. ,
, , marketing
,
. ,
, , ,
. ,
,
(loyalty)
. ()
()
135
-
.
.
( N . , 2005),
. :
, , ( )
.
.
. :
.
.
.
, .
.
,
, .
( ).
.
:
136
-
, .
,
: , , ,
, , ,
.
1.
, ,
.
2.
.
3.
,
.
,
, ,
( ) .
4.
.
5.
.
137
-
,
.
,
.
6.
.
, .
,
.
7.
.
.
,
.
,
.
, ( )
.
.
( ) ,
.
.
, . "
" .
138
-
,
, , (.
).
.
.
. ,
" ".
, .
,
.
.
,
.
,
,
, . ,
. ,
" ",
, , .
139
-
10.
, ,
.
:
1. .
. '
. ,
.
2. ,
.
3.
" ". .. 999,90 .
4. .
.
,
.
5.
. .. 100 .,
180 . ( 200 .),
300 . .
6.
.
.
.
140
-
7.
.
,
,
. ,
. ,
,
. ( . . , 1994)
N . (2005)
EDLP HILO:
,
,
.
EDLP (everyday low pricing)
HILO (high/low pricing).
. ,
.
:
, .
, .
141
-
,
.
, .
(stock-outs) (backup stock).
, (menu cost).
, .
, .
. ,
,
. ,
.
:
, . ,
, ,
.
(price
discrimination). ,
,
. ,
.
.
142
-
.
() , .
, ,
.
,
.
,
.
, ,
.
,
.
, ,
. ,
,
.
:
(Market Penetretion)
,
.
, .
.
. ( .
, 1996) " "
143
-
.
,
, .
" " ,
.
. ,
.
, ,
.
" " .
( . . , 1994),
(Skimming the cream)
"" .
.
.
.
.. Harrolds .
.
,
.
, ,
.
.
, ,
.
144
-
.
.
. ,
,
:
i) ,
ii) ,
iii) ,
iv)
. ( . , 1996)
:
, .
, .
, ,
,
.
,
.
, -.
, ,
,
145
-
,
.
. ,
.
()
, , 9.
. , 1,99
2 .
, .(Zentes J., Morschett D. and Schramm-Klein H.
, 2007)
(Dia, Bazaar,
..). ,
.
,
.
marketing
.
,
,
, ,
, ,
,
146
-
..
. '
: ,
, ,
.
, , , ,
.
, , , , , .
.
.
,
.
.
,
,
.
, , , .
,
.
.
-,
147
-
,
,
.
, .
,
.
, ,
,
.
,
:
.
8 12
.
,
.
,
-.
.
, . '
,
.
,
. (
)
.
148
-
,
, ,
.
. ,
.
private label.
,
.
,
. ( N . , 2005)
private label
.
, ,
,
.
,
,
.
,
. ( . , 2007).
149
-
11.
(yield management).
.
,
.
(yield management)
,
. ,
,
.
, , ..
, , ,
.
, ,
.. , , ..
,
. , '
,
, ' ,
.
150
-
.
.
,
,
. ,
, .
,
, ,
.
,
,
. ,
. ,
, , ,
.
. , '
'
.
, () .
151
-
. ,
. ,
.
,
. ,
.
, ,
, ,
. ,
250, 330, 500, 1000 2000 ml.
,
.
, ,
() (),
.
, ,
, .
, ,
,
. , 2000 ml
500 ml, ml
.
, ,
( )
152
-
. , ,
, ,
.
(quantity surcharge).
,
,
( N . , 2005)
12.
,
.
,
. , ,
, ,
, . ,
,
: )
, II) , )
IV)
, , .
, .
,
. ,
, .
153
-
.
, ,
,
, .
,
.
( 3.2):
3.2:
(markup). To markup
. .. '
500 . 1000 ., markup
50%, 100%.
( 3.3):
154
-
3.3 :
, 500 .,
.
,
, (
3.4):
3.4 :
, ,
. ,
. , ,
:
a. .
b. .
155
-
, ,
, .
, ,
, .
,
, ,
.
, , :
a. .
b.
.
c. (
), , ,
.
d.
.
e.
, .
, ,
.
,
,
.
,
.
, ,
. ,
156
-
,
.
. , ,
. ,
, ( 3.5).
3.5 :
, ,
100.000.000 . 85%
, 10.000.000
.
.
,
2% .
20%, 120.000.000 . ,
,
5.000.000 5.600.000 .
157
-
, ,
, ..
.
. , , ,
,
. ( . . , 2001)
13.
.
Loss Leader
-, , ,
,
.
, .. ,
, 240 ., 235 . 1/4
100 .
. ,
,
, .
.
, .
Loss leader,
.
.
:
158
-
) ,
)
,
)
, , ..
. ,
.
.
( . , 1996)
.
, (direct mail), , ,
stand, ..
,
,
.
. ,
.
, ,
.
.
,
,
. ,
. , ,
EPOS.
159
-
. ,
. ,
, .
,
, .
, , .
,
.
,
.
.
,
.
,
. ,
,
.
,
,
. , , .
.
.
160
-
(cash rebates)
.
.
.
(, ).
, .
(leader line pricing)
,
(..,
, ).
.
(loss leader)
.
.
,
.
(..,
),
,
.
, .
,
,
.
(price bundling)
, ,
. :
161
-
. .
.
- ,
.
. . , ,
50% .
.
. , ,
,
.
EPOS,
.
,
. ,
,
, .
(multiple unit pricing)
() .
.
.
. ,
. ,
.
162
-
,
. ( N . ,
2005)
163
-
4
1.
,
.
, 60%
,
. ,
,
.
,
.
, .
, . ,
.
,
.
, .
, .
, , .
164
-
.
.
, , . ( . , 1999)
. . (2001),
, .
,
. , ,
. , ,
,
.
, marketing, ,
..
, ,
. ,
,
.
, .. .
, ,
, ..
165
-
2.
,
.
.
.
( 4.1)
4.1:
. , ..,
. ,
marketing ,
.
. Practiker,
marketing,
, , ,
-
.
166
-
, , , ,
. , ..,
.
, , .
, ,
. ,
.., ,
, , ,
, .
,
. ,
: ,
.
.
3.
: ,
, , , ,
.
marketing. ,
marketing
.
.
167
-
, .., ,
, , .., , ,
.
.
,
,
.
.
,
. ( . . , 2001)
4.
,
, ,
, ,
,
, marketing ..
,
.
,
-.
.
.
168
-
'
.
4.2
,
.
4.2 :
() ,
4x4 = 16. () .
.
, ,
.
)
, ) , ) .
.
169
-
4.3:
, , :
i. .
ii. ,
.
iii. .
. ,
, ,
. :
:
) ' ,
.
.
) ,
.
) ,
, , ..
:
) .
) .
) , ,
..
170
-
) .
) .
) "" ,
"", "" "" , .
,
, .
, .
.
,
.
,
,
, ' , , ,
. ( . , 1996)
5.
. . (2001),
: 1) ,
, 2) , 3)
.
:
. . :
, .
, , ,
171
-
, ,
marketing, ..
. , , ,
, , ..
. .
. . :
Cash and Carry, .
,
.
Makro Praktiker.
, ,
.
(Truck Wholesalers), .
, , .
. , ,
.
.
. . :
. , ..
, , ..
, .
-,
:
172
-
. (Selling Agents).
, , .
,
marketing.
. .
. ,
(.. , ).
.
. (Commission Merchants).
. ,
- ,
.
:
. (Sales Offices),
.
. (Sales Branches),
.
.
6.
.
. (1996),
,
:
173
-
) : .
) : ,
, ) ) , .
)
.
. :
) .
) .
) .
,
.
.
,
,
. ,
. ,
. ,
.
.
,
.
, ,
.
,
- .
174
-
.
.
.
: 1) 2)
.
, , , ..
, .
, , ,
..
, , , ,
.. ,
,
' (), ..
,
.
,
:
1.
,
, , , .. " "
.
175
-
.
, .. , .,
, .. ,
, ..
2.
. , , ,
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176
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.
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, , , ,
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. , ,
.
177
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178
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179
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180
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. . (Kotler P. and Keller
K.L. , 2006)
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181
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182
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Lusch, Zizzo, Kenderine 136
:
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.
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, .
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code) (scanning), ,
(EDI),
(IT).
4. (Total Quality Management -
TQM):
.
,
, .
,
.
5. marketing:
, ,
marketing. (Kotler P. and Keller K.L. , 2006)
183
-
10.
marketing.
.
Baumback et al. :
.
, ,
.
,
. (Smith M. ,1983)
,
. ,
, ,
,
, .
-
(Zatland S. ,
2008)
184
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,
. Dell ,
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.
.
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.
.
,
mail
.
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.
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.
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185
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. (Simchi-Levi D., Kaminsky P., Simchi-Levi E.
2003)
,
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.
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.
franchise
-
.
,
.
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186
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.
.
.
.
, ,
,
.
/
. (Das C. and Tyagi R., 1999)
. Levy et al.
(1997)
. Ball Mankiw (1994)
.
.
Basu (1995)
,
. Mandsen Yang (1998)
.
.
,
187
-
.
.
,
.
. ,
,
.
,
. ,
. (Ray S., Chen H., Bergen M.E.
and Levy D. , 2005)
11.
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-,
188
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,
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, .. akro, Praktiker, Dia, Discount Super Market,
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. ( .
. , 2001)
12.
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189
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. 21
.
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( . , 1996).
marketing.
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.
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190
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191
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Berry.
, Business Magazine Services
Marketing Is Different, :
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.
192
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193
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194
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).
marketing .
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. marketing
.
. ,
. (Kotler P. and Keller L. , 2006)
3.
.
. ,
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195
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, :
196
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.
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marketers
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.
197
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.
.
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.
Mc Donald ,
.
. ,
20% ,
.
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. '
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,
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. ( ., . . , 2002)
,
.
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. ,
. (Cowell D. W. , 1984)
198
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.
marketing .
marketing
, marketing
.
. ,
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.
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199
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,
,
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. ,
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.
,
200
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201
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.
202
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.
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.
.
.
.
.
.
To
,
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( back-office, )
,
.
203
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