July 2011
Intermediate to advanced
488 pages
15h 53m
French
Content preview from L'essentiel du marketing
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Chapitre 11
Management des prix
La fixation du prix de vente d’un produit doit respecter plusieurs contraintes : les réactions psychologiques du consommateur, fréquemment déterminées par comparaison avec les prix pratiqués par la concurrence, et les impératifs de rentabilité financière. La difficulté majeure pour une entreprise est d’arriver à concilier ces éléments, souvent contradictoires. Nous les analyserons dans un paragraphe distinct. Ensuite, la fixation du prix devant prendre en compte le niveau des autres variables du marketing mix, nous aborderons ces points dans un troisième paragraphe. Enfin, nous traiterons les aspects stratégiques permettant au manager marketing de fixer un « juste prix ».
CONSEILS DE LECTURE : Au terme de ce ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.