… The basic pricing policies (see the section on price formation) are (1) cost-based policies, (2) policies that respond to consumer behavior, and (3) competitor-based policies. (1) Cost-plus pricing is the method of determining the selling price by adding a fixed markup (usually customary profit) to the cost of the product, and (b) variable markup pricing is the method of determining the selling price by varying the markup as appropriate while taking into account various factors. (2) Examples of pricing include (a) prestige pricing, which takes advantage of the consumer psychology that the higher the price, the higher the product and the higher the user's status, as in the case of cosmetics; (b) customary pricing, as was once seen with caramel and soap, where a certain customary price exists, and if the price is raised, sales drop drastically, and if the price is lowered, sales do not increase much, so the customary price is maintained for a long period of time; (c) odd pricing, which tries to give the impression of a bargain by setting a fractional price such as 98 yen or 998 yen; and (d) price lining policy, which makes it easier for consumers to choose by limiting the price to the best-selling price, and simplifies inventory management. *Some terminology explanations that mention "mark-up" are listed below. Source | Heibonsha World Encyclopedia 2nd Edition | Information |
… 基本的な価格設定政策(〈価格形成〉の項参照)としては,(1)原価を基準にした政策,(2)消費者行動に対応した政策,(3)競争相手を重視した政策,があげられる。(1)には,(a)商品原価に一定のマークアップmark‐up(通常は慣習的利潤)を加えて売価とする〈原価加算方式cost‐plus pricing〉,(b)諸条件を考慮しながらマークアップを適宜変化させて売価を決める〈変動マークアップ方式〉がある。(2)には,(a)化粧品のように,価格が高いほど高級で使用者のステータスも高くみられると考える消費者の心理を利用した〈名声価格制prestige pricing〉,(b)かつてキャラメルやセッケンにみられたように,ある一定の慣習化した価格が存在しており,値上げすると極端に売上げが落ち,値下げしてもあまり売上げが伸びず,したがって長期に慣習化した価格を維持する〈慣習価格制customary pricing〉,(c)98円とか998円といった端数の価格をつけることで割安の印象を与えようとする〈端数価格制odd pricing〉,(d)売れ筋の値ごろに価格をしぼることで消費者の選択を容易にするとともに,在庫管理の簡素化を図る〈プライス・ライン制price lining policy〉などがある。… ※「mark-up」について言及している用語解説の一部を掲載しています。 出典|株式会社平凡社世界大百科事典 第2版について | 情報 |
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