Određivanje cena zasnovano na vrednosti
Value-Based Pricing
Apstrakt
Osnovni cilj rada je predstavljanje metoda određivanja cena baziranog na vrednosti. U tom smislu, u radu su upoređena dva osnovna pristupa u određivanju cena – određivanje cena zasnovano na troškovima i određivanje cena zasnovano na vrednosti. U radu je predstavljena i tehnika „Price Sensitivity Meter“ za određivanje preferencija potrošača u pogledu cene. Druga tematska oblast u radu odnosi se na model percipirane vrednosti i obuhvata određivanje pojma, konstitutivne komponente percipirane vrednosti, načine za njeno određivanje i povećanje. Dodatno su u radu prezentovane i najbolje strategije za određivanje cena na osnovu percipirane vrednosti za potrošače koje primenjuju vodeće svetske kompanije.
Abstract
The main aim of the paper is to present the value-based pricing. Therefore, the comparison between two approaches of pricing is made – cost-based pricing and value-based pricing. The “Price sensitively meter” is presented. The other topic of the paper is the perceived value – meaning of the perceived value, the components of perceived value, the determination of perceived value and the increasing of perceived value. In addition, the best company strategies in matrix “value-cost” are outlined.
Reference
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