Cena jako narzędzie do zdobywania przewagi konkurencyjnejna przykładzie usług finansowych
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PRICE AS A TOOL TO GAIN A COMPETITIVE ADVANTAGE, ON THE EXAMPLE OF FINANCIAL SERVICES
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One of crucial elements of marketing strategy is pricing policy. Implementation of this policy includes the pricing of products and determinants of their role and position in relation to other marketing tools. To be effective in pricing, it is necessary to understand what the price is and what factors affect the price level and its consumer perception. Assuming that the price is the cost for consumer, the article presents the notion and elements of the price. Another discussed issue was a time considered as a factor influencing of costs, financial terms of the transaction as well as price perception. By using the example of leasing offers it has been shown the possible impact of terms of payment on financial parameters of the offer. The article also points to several options of price discrimination which justifies the use of different prices for the same type of products. Finally it also identifies the advantages resulting from the adoption of discussed solutions.
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