BS Models 147

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cvV-10.3 bZzb cY¨ I cY¨ wgkÖ‡Yi g~j¨ wba©viY †KŠkjmg~n


Pricing Strategies of New-Product and Product Mix

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mKj welq we‡ePbv K‡i c‡Y¨i g~j¨ wba©viY K‡i| wKš‘ cÖwZôvb †Kv‡bv c‡Y¨i Rb¨ GKK g~j¨ wba©viY K‡i bv eis
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cwi‡e‡ki mv‡_ cwiewZ©Z nq| GB cv‡V wewfbœ g~j¨ cwiw¯’wZ‡Z c‡Y¨i g~j¨ Kxfv‡e wba©viY Kiv nq Zvi
†KŠkjmg~n Av‡jvPbv Kiv n‡q‡Q|
bZzb c‡Y¨i g~j¨ wba©viY †KŠkjmg~n
New-Product Pricing Strategies
c‡Y¨i RxebP‡µi cÖwZwU ch©v‡qi mv‡_ mv‡_ c‡Y¨i c‡Y¨i g~j¨ wba©viY †KŠkj cwiewZ©Z nq| bZzb c‡Y¨i †ÿ‡Î
g~j¨ wba©vi‡Yi †KŠkj mvaviYZ `yB iKg n‡q _v‡K, Zv wb‡P Av‡jvPbv Kiv n‡jvÑ
1. evRvi w¯‹wgs g~j¨ †KŠkj (Market-Skimming Pricing): GB †KŠk‡j bZzb cY¨ cÖeZ©bKvix cÖwZôvb
Zv‡`i c‡Y¨i R‡b¨ D”P g~j¨ avh© K‡i Ges evRv‡ii Av‡qi AskUzKz Zz‡j †bq| G‡ÿ‡Î cÖwZôvb Ggbfv‡eB
Zvi evRvi jÿ¨w¯’Z K‡i †hb wbw`©ó †mB evRvi wefvM D”P g~‡j¨ cY¨ µq Ki‡Z mÿg I AvMÖnx _v‡K|
evRvi w¯‹wgs †KŠk‡j cÖwZôvb Aí msL¨K weµ‡q †Rvi †`q wKš‘ cÖwZwU weµqB jvfRbK weµq n‡q _v‡K|
D`vniY wn‡m‡e A¨vcj (Apple Inc.)-Gi K_v ejv hvq| AvB‡dvb, AvBc¨vW ev g¨v‡Ki cÖwZwU bZzb
cÖR‡b¥i bZzb g‡Wj D”P g~j¨ wba©viY K‡i weµq K‡i| evRvi w¯‹wgs g~j¨ †KŠk‡ji wbw`©ó kZ© i‡q‡Q, KviY
me cÖwZôvb GB †KŠkj Aej¤^b K‡i jvfevb n‡e bv| cÖ_gZ, c‡Y¨i ¸Ygvb Ges eª¨vÛ B‡gR Aek¨B Gi
D”PZi `vg‡K mg_©b Ki‡e Ges ch©vß †µZv cY¨wU D”P g~‡j¨ µq Ki‡Z PvB‡e| wØZxqZ, Aí msL¨K
c‡Y¨i Drcv`b e¨q †ewk n‡e bv Ges me©‡k‡l cÖwZ‡hvMxiv mn‡RB evRv‡i cÖ‡ek Ki‡Z m¶g n‡e bv|

2. evRv‡i cÖ‡ek g~j¨ †KŠkj (Market-Penetration Pricing): e¨emvq cÖwZôvb bZzb c‡Y¨i m~Pbv c‡e©
evRv‡ii Mfx‡i `ªæZ cÖ‡e‡ki Rb¨ Kg g~j¨ avh© Kivi †KŠkj‡K evRv‡i cÖ‡ek g~j¨ †KŠkj e‡j| Gi
D‡Ïk¨ n‡”Q `ªæZ cÖPzi msL¨K †µZv‡K AvKl©Y Kiv Ges e„nËi evRvi Ask `Lj wbwðZ Kiv| cÖwZôvb GB
†KŠkjwU AbymiY K‡i, †ewk cwigv‡Y weµ‡qi Rb¨ Zviv Kg g~j¨ avh© K‡i ev evÆv †`q| weµq e„w×i mv‡_
mv‡_ Zv‡`i LiP K‡g Av‡m, ZLb Zviv Av‡iv Kg `v‡g cY¨ weµq Ki‡Z cv‡i| †hgb: wmçwb
(Symphony) †gvevBj †mU †Kv¤úvwb Kg g~‡j¨ ¯§vU©‡dvb evRv‡i wb‡q Avmvi gva¨‡g wbw`©ó evRv‡i GKwU
¯’vb `Lj K‡i †bq| evRv‡i †XvKv g~j¨ †KŠkj wbw`©ó kZ© cvjb Ki‡j djcÖm~ nq| c‡Y¨i evRviwU AZ¨šÍ
g~j¨ ms‡e`bkxj n‡Z n‡e, hv‡Z Kg g~‡j¨ cY¨ weµq Kivi gva¨‡g Av‡iv evRvi cÖe„w× wbwðZ nq| weµq
e„w×i mv‡_ mv‡_ Drcv`b I eÈb LiP Aek¨B n«vm †c‡Z n‡e Ges wb¤œ g~j¨ †KŠkjwU cÖwZ‡hvMx‡`i `~‡i
mwi‡q ivLvi Rb¨ h‡_ó n‡e|

BDwbU `k c„ôvÑ 141

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