The pricing of goods and services is one of the most basic and important issues in the economy, which is of special importance for all companies, sectors and even customers. The goal of every organization is to make profit and make money, and proper pricing is one of the most important factors to achieve this goal. This article explains pricing, its types and different pricing methods. You can also visit the articles page to read more articles about business.
What is Pricing?
In terminology, pricing is the process of determining the price of goods and services. In fact, pricing is a sensitive and complex process in which many different factors play a role. Totally, the main objective of pricing is to increase profit and revenue. Pricing is an important process in economics in which the value of a product or service is determined in monetary terms. In general, the price of products and services is determined according to supply and demand. In fact, pricing is an economic operation to determine the value of a good or service and compare it with the amount of money that is considered.
Pricing Terms
In the following, important concepts in the pricing of goods and services are discussed:
Equilibrium Price: It is the price where demand and supply are equal and there is no pressure to change the price.
Price sensitive point: It is the point where a small change in price causes a significant change in demand or supply. At this point, demand or supply are very sensitive to price changes.
Maximum Price: The maximum price that buyers are willing to pay for a good or service.
Minimum Price: The minimum price that sellers are willing to charge for a good or service.
Price Dynamics: Price dynamics refers to frequent changes in the price of goods or services in the market. These changes can occur in response to changes in demand, supply, raw materials and market conditions.
Informational Price: The price that is determined using the information available in the market. This information includes information about goods, services, prices, demand and supply, and market conditions.
Fixed Price: A price in which no price changes occur.
Valued Price: The price that is determined based on the specific value that is determined for a good or service. This value may be set as some kind of order or priority.
Considering the various issues raised in pricing, we can point out the importance and complexity of this field in the economy. Pricing on different products and services is very important to determine the market price and the balance of supply and demand. Also, the way of pricing may have a great impact on the behavior of customers, producers and the whole market. Therefore, providing accurate and efficient concepts and algorithms for pricing in the market is a very important and necessary thing that always seeks improvement and optimization.
Principles of Pricing Services and Goods
In the following, we discuss some principles of pricing goods and services.
Cost Determination
This principle means calculating all costs required to produce goods or services, including direct and indirect costs such as production costs, maintenance, transportation, advertising, fees paid to sellers and financial costs such as interest on loans and other bank debts. In this method, the cost price of a product is calculated by calculating its production costs, including direct costs (raw materials, labor, etc.) and indirect costs (rent, tax payments, etc.). then the desired amount of profit is added to this amount to reach the final price.
This method is usually used in industries where the costs of producing products are relatively fixed and stable. Therefore, in this method, the price of the product is determined based on its production and distribution costs. For this purpose, the costs of raw materials, labor, equipment and costs related to the distribution and sale of the product are calculated.
Estimated Demand
Estimating the demand for the product or service being priced is very important. Determining demand based on characteristics such as market conditions, customer preferences and new innovations may play a key role in determining the recovery price.
Competitors Study
It is very important to check the price of similar products and services in the market to determine the right price due to competition. It is important to examine market competitors regarding their pricing decisions and how they sell.
In this method, the price of the product is determined according to the prices of similar products and competition with them. For this purpose, first by checking the prices of the competitors, the desired product is compared with similar products, then according to the different features of the product and the sales objective, a price is determined for the desired product.
Balance of Supply and Demand
One of the main principles of pricing goods and services is the principle of supply and demand balance. In fact, the price of a product or service in the market depends on the balance between its demand and supply. If the demand is greater than the supply, the price will naturally go up. On the other hand, if the supply is greater than the demand, the price will naturally go down.
Principle of Competition
Another principle that is very important in the pricing of goods and services is the principle of competition. When there are many competitors for a product or service in a market, this competition can force sellers to charge competitive prices to attract customers. However, the existence of competition is not enough, but this competition must be done in an atmosphere of transparency and justice.
Award and Penalty
This principle means that prices should be set in such a way that sellers are rewarded for their efforts in attracting customers. Also, if people do not intend to buy a product or service, they should be prohibited from buying this product or service so that they can receive rewards and rewards as customers.
The Principle of Fairness and Economic Balance
The next principle, the principle of fairness and economic balance, means that the prices should be set in such a way that no one is harmed and all people are able to buy the product or service.
Pricing Methods for Services and Goods
The pricing of goods and services in the market refers to determining the price for the product or service that is produced or is being offered. Any error in pricing can lead to an imbalance of supply and demand, which will cause problems in the market. For example, a very high price of a product may lead to a decrease in demand and sales, while a very low price may lead to a decrease in profit or production quality.
Pricing methods for goods and services are different depending on the type of goods and services. In the following, a brief introduction and explanation of various pricing methods will be given:
Variable Pricing:
In this method, the price of the product is determined dynamically based on market demand. This method is mostly used in markets that have a lot of competition and price is known as an important factor in choosing a product by customers.
Pricing based on Innovation
In this type of pricing, the price is determined based on the innovation and technology benefits of the product. This pricing method is mostly used for products that operate in the field of technology and innovation.
Pricing on Services
In this method, the price is determined based on the quantity and quality of services provided. This pricing method is used for companies that operate in the field of customer service.
Pricing based on Target Market
In this type of pricing, the price is determined based on the target market. In this type of pricing, companies set their prices based on competitors’ prices. This method can help companies to win a competitive advantage over their competitors.
Value based Pricing
In this type of pricing of goods and services, the price of the product is determined based on its real value. This method helps companies to grow their market in the end. In this method, the price of the product is determined based on the value it has for the customer. In other words, the value the customer receives from the product is the amount he pays for it. For example, a service that gives a customer more value than maintaining their car can charge a higher amount for it. Therefore, in this method, the price of the product is determined based on its real value for customers. In other words, the price of the product is determined according to its real value to customers and not based on production and distribution costs.
Specific Pricing
In this type of pricing, the price of goods and services is determined based on their production costs, management costs and company profits. This pricing method is used for standard and specific goods.
The Importance of Pricing in Business
The pricing of goods and services is one of the basic factors in business that can have a great impact on its profitability and success. For businesses, setting the price correctly and appropriately can create a competitive advantage over their competitors.
If the price of a product is too high, customers are likely to look for similar and more expensive alternatives instead. At the same time, the low price can also be harmful for the business for two reasons. Firstly, the low price may lead to losses and not covering production costs, and secondly, it can destroy the product and endanger the producer.
Therefore, correct and balanced pricing can help the business to make its products and services competitive with its competitors and provide the best offer to its customers.
How to Price the Customer?
How to price the customer is one of the important things in sales and marketing management, which requires considering various factors. Here we will review the important steps and factors in pricing for customers:
Determining Production Costs: For proper pricing, you must first carefully calculate the production costs of the desired goods or services. It includes direct and indirect costs related to production, including raw material costs, workers’ fees, maintenance and repair costs, etc.
Determining the Sales Target: The sales target should be determined according to the production costs. For example, if the cost of producing a product is $100 and we want to make a profit of 20% of the production costs, the selling price of the product should be $120.
Market Research: At this stage, marketing research should be conducted to examine competitors’ prices and customer needs.
Determining the Base Price: According to the marketing research and the sales target, the base price is determined for the goods or services.
Determining the Discount Method: There are different methods of discount that can be offered to customers if needed. Some common methods include discounts for volume purchases, discounts for regular customers, etc.
How to Reduce the Sensitivity of the Customer to the Price?
We can use different methods to reduce the customer’s price sensitivity, some of these methods are mentioned below:
Providing more Value: By providing services or products with high quality and value, customers are willing to pay more because of the added value of our products.
Clarification of Costs: By clarifying the costs related to the production and distribution of the product, customers will have a better understanding of the price of the product and the probability of its acceptance will be higher.
Offering Other Options: By offering other options at a different price, customers are encouraged to choose an option with a lower price and reduce price sensitivity.
Offering Special Discounts: Offering special discounts to customers can reduce their price sensitivity and encourage them to buy.
Examining the Prices of Competitors: By examining the prices of competitors and determining the price that the market considers acceptable, we can determine the appropriate price for our product.
Using Reward Methods: By offering a reward to customers who buy our products at a higher price, we can reduce their price sensitivity.
Using Installment Payment Methods: By offering the option of installment payment, we can attract many people who cannot afford to pay at once.
How to Announce a Price Increase?
The price increase may be due to various reasons such as increased production costs, exchange rate fluctuations or higher demand. In these cases, companies must inform their customers that the price of their products and services will increase. But announcing a price increase may have a negative impact on the relationship with customers and may cause them to lose some. To reduce these possibilities, companies can act in the following ways:
1. Early Announcement of Price Increase
Companies should inform their customers in time that the price of their products and services will increase in the future so that customers can make the best decision to buy or not to buy the company’s products and services.
2. Presenting the Reasons for the Price Increase
Instead of just letting your customers know that prices have gone up, make an effort to explain to them why the price increase has occurred. If we clearly explain the reasons for the price increase to the customers, we will help them to reduce their dissatisfaction. Companies should explain to customers the reasons for the price increase. For example, we can mention the increase in production costs, exchange rate fluctuations or higher demand.
3. Providing Discounts
Another way to reduce the impact of price increases on customers is to offer them discounts. By offering a discount, we can show customers that we intend to help them deal with price increases and reassure them that we still want to do business with them. Companies can offer discounts to their customers to compensate for the increased price.
4.Determining the Right Price
The price should be set in a way that is suitable for the company and also acceptable to the customers. It is better to check the market carefully before setting the price and consider the price of the competitors.
5.Turning the Price Increase Announcement into a News Event
If the price increase is an important and meaningful event for us and our customers, it is better to introduce it as a news event. Use things like sending newsletters, e-mails, sending SMS, posting on social networks, etc. to inform customers.
Confidence in Giving the Price to the Customer
Confidence in giving a price to the customer is one of the important things that must be considered for success in business. If we have good confidence in our product and the price we have set for it, we can probably easily negotiate the price with our customers and come to an agreement with them.
To increase our confidence in pricing, we can use the following methods:
1. Market Study: To determine the pricing of goods and services, we must carefully study the market and know the prices of our competitors. By studying the market, we can set a price for our product that fits its features and is competitive at the same time.
2. Determination of Competitive Advantage: In order to determine a price for our product that will attract customers, we must seek to determine the competitive advantage of our product. This advantage can include product features, quality, after-sales service, etc., which make customers choose to buy our product instead of their competitors.
3. Setting the Goal: We must define our goal in pricing. Are we going to increase our sales or increase our profit? By determining our goal, we can set a price for our product that will make us achieve our goal.
Up to Sum
As we have seen, the pricing of goods and services is one of the most important and influential variables that affect the performance and profit of companies. In this regard, a correct and accurate understanding of pricing and its different methods can help reduce costs and increase the profitability of companies.
Since today’s markets are very dynamic and complex, pricing as one of the basic tools in business management is very important and companies should pay special attention to it.
According to the issues discussed in this article, it can be concluded that in order to succeed in the market, companies must pay attention to the pricing of their products carefully and according to the market conditions and competitors, and use appropriate methods and Use according to the needs of customers. Also, providing quality and market-friendly services and products can have a significant impact on the success of companies in the market. Stay with the specialists of Uprodemy website to get business advice and international trade.
