Markaðfræði vel

það sem átti að læra vel í markaðsfræði

Viðmiðunarverð (reference prices)  

where consumers compare the price of a product to an internal or external “reference” price to judge if it’s a good deal

• Possible reference prices include

  internal comparisons like the last price paid, what they consider a fair price, or the highest amount they’d pay. External references, like posted “regular prices” or competitor prices, also guide them.

Ímyndarverð (image pricing)

 is a strategy where companies set a high price to signal a product’s quality, status, or exclusivity.

Verðvísar (pricing cues)

are strategies used by sellers to influence how consumers perceive prices

• eins og enda verð á 9 eða setja

The pricing process includes six key steps: what are they?

1. Define the pricing objective (skilgreina markmið með verðlagningu) 

•  Decide the goal (e.g., maximizing profit, gaining market share).

2. Determine demand (ákvarða eftirspurn) :

• Estimate how much customers are willing to pay.

3. Estimate costs (áætla kostnað) :

•  Calculate production and operational expenses.

4. Analyze competitors (greina verð, kostnað og tilboð samkeppnisaðila):

•  Review competitors’ prices and offerings.

5. Select a pricing method (ákveða verðaaðferð) : Choose an approach (e.g., cost-plus, value-based).

6. Set the final price (ákveða endanlegt verð) : Decide the final price based on all previous steps.

Price Elasticity of Demand:

 Price elasticity measures how much demand changes with a price change:

Elastic Demand:

Large demand changes with small price changes. Sellers may lower prices to increase total revenue if demand is elastic.

Inelastic Demand:

 Demand barely changes with price changes, meaning consumers are less sensitive to price increases, allowing companies to raise prices without major drops in demand.

þegar verðstefna err mótuð er talað um þrjú c. Hver eru þau

1. Cost (Kostnaður) –

2. Competition (Samkeppnin) –

3. Customer (Viðskiptavinur) –

hverjir eru innri og ytri þætti sem hafa áhrif á verðlagningu.

1. Innri þættir:

   • Markmið:

   • Samval söluráða:

   • Kostnaður:

   • Ákvarðandi aðilar:

2. Ytri þættir:

   • Markaður:

   • Eftirspurn:

   • Samkeppni: Umhverfisþættir:

Verðlagning byggð á álagningu (Markup pricing)

straightforward pricing method where companies add a fixed markup to the product’s cost to set the selling price. 

Verðlagning byggð væntri útkomu (target-rate-of-return pricing)

is a method where a company sets a price to achieve a specific return on investment (ROI).

Verðlagning byggð á virði (Economic-value-to-customer pricing) -

Companies use this pricing when they believe their product gives you extra benefits that are worth paying more for, so they charge a bit higher than other products, but you get more in return!

Verðlagning byggð á samkeppni (Competitive pricing) - 

is when a company sets prices based on competitors, often following market leaders.

Verðlagning byggð á uppboðum (Auction pricing)

involves selling items through competitive bidding, often for excess or secondhand goods. The main types are:

hvað er PRICE DISCRIMINATION

Charging each customer a unique price based on their willingness to pay. This approach tailors prices individually for maximum profit

what are the degrees of price discrimination?

1. Ákefð eftirspurnar (first-degree price discrimination)- Charging each customer a unique price based on their willingness to pay. This approach tailors prices individually for maximum profit

2. Lægra verð fyrir meira magn (second-degree price discrimination) - Offering discounts for larger volumes. In some cases, tiered pricing can result in higher costs with greater usage, like with certain phone plans.

3. Mismunandi verð gagnvart mismunandi neytendageirum (third-degree price discrimination) - Charging different prices to different consumer segments based on specific factors. Examples include:

• Ólíkir hópar (customer-segment pricing)

• Mismunandi útgáfur/pakkningar (product-form pricing)

• Dreifileiðir (channel pricing)

• Staðsetning (location pricing)

• Tímasetning (time pricing) -

what is product mix pricing

refers to the strategy a company uses to set prices for a group of related products in its product mix, rather than for individual products in isolation. The goal is to maximize profits across the entire product range by considering how the prices of one product affect the demand for others.

• .gæti veirð eins og þarf að kaupa hluti í sama pakka

• eða búðir setja verð á blreymjum látt to attract customers

Insentives/ söluhveertjandi aðfeðrir

 Sales promotion tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers 

Hugmyndastefna (creative strategy)

Að ákveða hvað eigi að segja/koma á framfæri í skilaboðunum/hvernig það er gert til markhópsins

Birtingastefna (media strategy)

Að ákveða hvaða miðlategundir/miðla eigi að nota til að ná gefnum markmiðum um dekkun og tíðni gagnvart markhópnum og hvernig eigi að tímasetja birtingarnar

Integrated Marketing Communications (IMC)

is a coordinated approach to communication that uses various tools consistently to achieve a company’s strategic goals. IMC aims to make all marketing efforts cohesive, effective, and efficient. IMC can operate at four levels.

IMC verður til með fjórum leiðum. Hverjar eru þær?

1. Horizontal Integration Lárétt: Aligns all marketing actions (packaging, pricing, promotions) with the communication campaign for maximum customer impact.

2. Vertical Integration Lóðrétt: Ensures that communication objectives align with the company’s broader marketing goals.

3. Internal Integration Innri: Involves sharing information between departments (like product development and sales) to create a unified communication strategy.

4. External Integration Ytri: Coordinates the company’s communications with external partners (e.g., ad agencies and PR firms). 

Key Criteria for Successful IMC: Kríteríur fyrir samhæfinguna -  (orðin byrja öll á c)

• Coverage: The extent to which communication options reach the target audience and overlap.

• Contribution: Each communication’s ability to achieve the desired consumer response on its own.

• Commonality: Consistency of shared associations across communication options to reinforce brand image.

• Complementarity: Using different tools together to create varied brand associations (e.g., sponsorship for trust, ads for performance).

• Conformability: Messaging should work for both new and familiar audiences.

• Cost: Balancing the effectiveness and efficiency of each communication option.

hvert er hlutverk dreifiaðila

 Fyrst og síðast að skapa aukið virði umfram það sem framleiðendur geta sjálfir gert

hvaða aðilum standa dreifileiðar af?

kaupmönnum, umboðsmönnum og aðstoðarfólk  

hverjar eru misumandi dreifileiðir og mismundai flækjustig þeirra?

Beint frá framleiðanda til endalegrakaupenda/neytenda Zero-Level (Direct Channel): apple sem er framleiðandinn selur beint til viðskiptavina. 

Framleiðandi – smásali – neytandi Single-Level Channel: Involves one intermediary, typically a retailer, who sells directly to consumers. P&G (manufacturer) selling to Hagkaup (a retailer), who sells to consumers

Framleiðandi – heildsali – smásali – neytandi Dual-Level Channel - það btist við heildsali

• P&G (manufacturer) selling to ÍSAM (a wholesaler), which then sells to Hagkaup (a retailer), who sells to consumers