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Hermann Simon and Martin Fassnacht

Price Management

Strategy, Analysis, Decision, Implementation



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 Springer Nature Switzerland AG 2019

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 2

 








 


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    (1)   (3) ( Simon-Kucher & Partners)



   .2.1.      ,  ࠖ  .    -.

 I   ໠     .        ,            .   ,   ,    ,       ,     .           ,         .

     ,   II  IV.     ,   ,      .  II      .

          .       ,               .   IV  ,   .    ,          ,     .   II  IV   :   ,   .        III,     .     ,      ,        ,  .

 . 2.1         . CEO     ,       ,       .      堖   .   ,            ,     . 2.1.     ,    ,             .  蠖 ,    ,      .     -    :       0,1%,  - .       20%,    .          ,         :   ,    젖    蠖     .

     ?           ?  -.   ,  ,        ,  PIMS (    ).       .2.2.    ,       (      ),          .           (ROI),    3    ROI    .      :          !

,        ࠖ     ,     蠖      .        ,      .      ,      ,       [2].       ,  (  ,     ),   .






.2.2.   PIMS [1]

*    (  )   .



     PIMS  ,    .       , CEO General Electric  1981  2001 .

       ,  General Electric      ,            .

    :          - ,     .        ,       .   ,             ,     PIMS. Farris  Moore [3]      .

           :      ,         .          ,      . Ailawadi   [4] :              ,            ,      ,     .

   Lee [5]    ,    50%                  . ,  ,          ,  , ,    [5].

          Edeling  Himme [6].   635         ,        ,     1%.   ,           ,     .  ,          (0,159),   .

      . ,     50%,  蠖 10%.      150,5%,      10,0159%.      1055%,     10,159%.    Edeling  Himme [6]                0,052,    .             .

       -   (      ).        Lanzillotti [7].        -    ROI. Armstrong  Green [8] : -    . ,                .

                Rego   [9].     200                 ,            [10].       :    ,     .        ,      ,    ,         . ,          ,     .      [11].  ,   ,      ,       ,            .








       .  50%-      $10     $5.      $150        $75.       ,               .

        CEO Geberit  .         :     .          .   -  ,    [12].  Geberit         .     5    .   , ,        ,           .

  ,    .   Geberit          ,       .

  ,       ,  ,    .            ,           .     ,     ,   ,  ,  -     .  ,  , ,          .              ,        .               .   , , Chu et al. [13],           ().    :                   .

,           .            ,       .            ,   .         .




2.2. -   


  蠖    .           ,   ,        .   -            ,        [14].     ,        ,    .                           [15].








   ,           ,   .        .       .  ,  ,          ,   () .

        (2),    ,      ,    .      -    .      ,       ,       .     67%-        2 .                      .

        -,   ,           .            .      ,   .       .  .2.3          [16].        , :        .      ,      .             .        ࠖ   .         廠    .






.2.3.        [16]



        ,      .          -,     .               ,        $10  .          12- .         $120.






.2.4.   Praktiker [19]



       .   Hermes               .    Wall Street Journal: Hermes     ,      [17].     ,   , Hermes          .         JBEF    2015    2017 ,   Hermes      .           .

,           ,     Praktiker       -  .

  2007    Praktiker  30.       20%   ,    .  Praktiker     25%    ⠖  , 25%        [18]. Praktiker          ,         .    :     .

     .   2008        10.      .   Praktiker    2010    (     20%       ),     .  .2.4      Praktiker  2007  2013  [19].

 ,               .  Praktiker ,                  .  ,      ,    Praktiker.   2013       .

     ,          .        ( ).     ,        , ,   .

  2013                        .             .  .2.5         .        [20].






.2.5.    [20]






.2.6.   J.C. Penney [22]



     ,       .       ,       J.C. Penney.   2011   ,    CEO   .

   .        Apple,      2000 .     ,            J.C. Penney.

     ,        ,  :  Apple     [21].     J.C. Penney        50%  .                  ,       1200  .  2012      3%,             .        ,       2012     $152 (     $378  2011  ).           CEO,           ,    .2.6.

       2013 . 30  2012     J.C. Penney  $41,81.   2017      $3.         (DJIA)    12 623    23 000.

              .   , ,     .    83  Edeling  Fischer [10] ,       ,       (      )      .     0,04,    ⠖ 0,54.  , 1%-         0,54%.       ,   -        .

            . Pauwels et al. [23]    :         ,   蠖 .   Srinivasan   [14]    .          ,    (      ), ,   .    ,      .              .    ,      .             堖     Praktiker    .




2.3.   


         .    :       ?    :   . ,      , ,   ,         .     ,     .        ,    ,        ,      ( ).          ,         [24].     ,    ,         .

           .     pretium     ⠖  ,  .  ,     ,        .         ,         .          .

 . ,  ,     ,  ,   ..      .        ,         .

  .   ,    (      )        .       ,           .

 . ,       ,           .        (   )        .

        ,       .   (              ),             . Ramanujam  Tacke [25]      ,          .  ,      ,   ,         ,  .            .          ,  .        ,      , ,   ,    [26].

    (16011658)       : ,     ,     [27].   ,   ,    ,         .        ,      ,            .

   :    ,          ,   . ,   ,  .  ,     ,     ,     .

   :  ,   .  ,       ,    ,    .   ,       ,        .      ,       - ,    ,   ,   ࠖ  ?

 ,          ,        .

      (18191900)     :    ,      .     ,   - .  .      ,    ,         .      -  .         ,     ,   .      , ,    ,     -  [28].

,     , ,            .




2.4. 


       ,       .      ,          ,    ,        [29].  .2.7   .








 , 堖    ,   ,       .             .         .   堖  .       .            $2.






.2.7.   



      .     $10,  堖 $2  .  ,  ,    ,      .

           ,       ,   .               -.          .      ,  ,       .

         ,         ,  ,   .          :

;

;

;

.



                    [30].          ,  ,  ,              .        ,      .       ,         .   ࠖ      .

    ,      ,      .     ,       ,  ,       .    ,             .      ,     ,      .             .

    ,        ,       .         -   ,    (  )    , ,   .  ,           [30].         .  , , Rolex,     Zegna     ,        .         ,   ,      . ,     Porsche  Toyota Prius,         .

   ,      -    ,    .    ,   .       ,       .                    ,       [30].        Procter & Gamble     =  .     UNICEF                          .   ⠖      Volvic       Estee Lauder.              .        .




 

          ,  ,    .  ,               .        , , ,     ,     ,   .

    -      ,    ,        .    ,   ,        .





2.5. 


       .    .2.7,                 .     .2.7  , , ,     .           ,      .  堖  ,    .

            .     (-    )    -.        .    ,     ,       .            :  ࠖ 1,2.    750.  ,    堖    60  !       60% .       .








 2016   Sprint              .        1% ! Sprint  , ,        ,   AT&T  Verizon,     ,      .          ,    -   蠖       .        McDonalds:  -    $4,80.    蠖     [31].

       ,    . -,              .     ,     .   ࠖ     .             ,          .        ,             .   Apple  2015      ,  Apple Watch      ࠖ  $349  $18 000   [32].

       $249  $1399.      .

    ,    ,  ,  , .             .     ,       ,     .              .               .

    ,  ,  .          ,    .   , ,  , , ,    ,    .            ,       ,    .               .      ,          .

          .       ,      . ,    ,      .

 2001             $4950.     i2 SE  $6694         .        50 000 ,     5      40 000 .       5      4800   .          88%.

    , ,      [33].

 2014  Amazon   Fire   $200.             Android    .     Fire   . , Amazon    $1,   ,   ,     .       $170. ,  Amazon          [34].

      Gucci       ,  ,             .              -        .   ,             [35].         Mulberry    .           .        .

    蠖  ,       . 堖   ,     ,      [36].

     ,         . Playmobil         69,90.       eBay  84,09   ,      .  2014  Microsoft    Surface Pro 3,     .    .           ⠖ Apple  Samsung.   Newnet     ?21,95  ,    600      .       60%  ?34,95.     Asus  - Eee PC  299.       Microsoft,     .        10%  .




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