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Mktg Kotler Essay

854 words - 4 pages

Resumen capítulo 13

- Competencia de precios contra competencia ajena al precio: Al desarrollar un programa
de marketing, la administración debe decidir si va a competir sobre la base del precio o de
elementos fuera del precio.
• Competencia por precio: una compañía entra en la competencia de precio al ofrecer
regularmente productos a precios lo más bajos posible.
• Competencia ajena al precio: los vendedores mantienen los precios estables y tratan
de mejorar sus posiciones de mercado poniendo de relieve otros aspectos de sus
programas de marketing.

- Estrategias de entrada al mercado: la administración debe decidir si adoptarán una estrategia
de asignación de precios ...view middle of the document...

• Bonificaciones postales: el cliente llena un breve formulario, adjunta prueba de la
compra y envía ambas cosas a una dirección especificada. Si está bien, después llega
un cheque de reembolso.
La intención de la individualización del precio es establecer precios diversos sobre la base
de cuánto valor asignan diferentes personas a un producto. Una rebaja promocional es una
reducción del precio otorgada por un vendedor en pago por servicios promocionales realizados
por los compradores.

- La ley Robinson- Patman y la discriminación de precios:
Las diferenciaciones de precios representan discriminaciones de precios. Ésta está prohibida
por la Ley Robinson- Patman.

Diferenciación de precios + Daño a la competencia = Violación a la Ley
A MENOS QUE: Diferenciación de precios = Diferenciación de costos

- Estrategias geográficas de asignación de precios: el vendedor debe considerar los costos de
enviarle los bienes al comprador.
• Asignación de precios de punto de producción: el vendedor pone el precio de venta
en el punto de producción y el comprador selecciona el modo de transportación y
paga todos los costos de flete.
• Asignación de precios de entrega uniforme: se da el mismo precio de entrega a todos
los compradores, independientemente de sus ubicaciones.
• Asignación de precios de entrega por zona: divide el mercado de un vendedor en un
número limitado de amplias zonas geográficas y luego pone un precio uniforme con
entrega para cada zona.
• Asignación de precios de absorción de fletes: el fabricante cotiza al cliente un precio
de entrega igual a su precio de fábrica más los costos de envío que cobraría un
vendedor competitivo situado cerca de ese cliente.


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