Usmp - Sesion 1 Estrategia De Fijacion De Precios - Diplomado 2009 Ii

›
 

       
      


     ›
   


„

¥
    

  ¥                  ¥        
¥   

„ „ „

„ „

¥    ¥    ¥       ¥  
  ¥    ¥       

   ! " # 

! %# #&

#'

$   



(

„

          ¥   ¥ ¥   ¥     

  ¥

 
 ¥

 ¥   

 ¥     ¥   ¥   
   

„

„

„

             ¥ ¥  ¥   ¥ 
 

 
   ¥   
   ¥       ¥   ¥    

 





:

¥ !"# $"# %&"'()"*( '+# $+ , '+' ,%+*( " #-# ,% !-*. # #+%/(*( # %+*( # ('.+%' # 0 ,%+*( # +1.+%' # ¥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

    ¥ „

„

„

„

"$ % !+$ ,% !-*.  9+'+4(*( *+'.%"$< +#,+%"! < 0 /"$ %+# "="!(! #< +.* "$ % !+ $ # #+%/(*( # #+# %>" !+ ,%+ /+'." 0 , #. /+'."< +1,+%(+'*(" !+ * 2,%"< 2"'.+'(2(+'. < +.* "$ % !+ $" (2"&+' +$+2+'. # /(#-"$+# "$ % !+$ ,+%# '"$  2"9($(!"!< * '4("9($(!"!< +1,+%(+'*("< +.*

¥   
 „

„

„ „ „

.($(!"! !+$ *$(+'.+ &"'"'*(" ,+%*(9(!" %+*( 2 '+."%(  /"$ % !+ ('.+%*"29(   #. !+ .(+2,  '+%&>"  #. ,#(* $5&(*  %+$"*( '"! # * ' +$ *"29( 

ù
!#) *###+#

# ,% 9"9$+2+'.+ $" /"%("9$+ !+ 2"0 % (2, %."'*(" 0 #+ !+4('+ * 2 +$ /"$ % 8-+ +$ * 2,%"! % !" " *"29( !+ $" -.($(!"! 8-+ %+*(9+ , % $" "!8-(#(*(5' !+ -' 9(+' #+%/(*( 

 
  ( . Es el valor monetario en que se estima una cosa. Es decir la cantidad de dinero que pagamos por una mercancía o servicioµ.  # ,%+*( # #+ +'4 *"' .+'(+'! & ,- #!  2"'.+'+%

$ # #(&-(+'.+#

  6"-2+'."%

+$

'(/+$

9;+.(/ # !+

/+'."#

('*%+2+'."% $" ,"%.(*(,"*(5' +' $+ 2+%*"! 7

$& ,- #! 
##!&
& ,- #! % # #!&

!#!#!#! $

,%+*( +# -'" !+ $"# /"%("9$+# *$"/+# !+ $" * 2+%*("$()"*(5' 2+%*("$()"*(5' + $ *"%"*.+%()" * 2 -'" #,  , ,+% +' $" ,%?*.(*" ' +# "#> 0" 8-+< #( 9(+' +# +$ &+%+'.+ * 2+%*("$ +$ 8-+ 4(;" +$ ,%+*( < +' $" 2"0 %>" !+ $ # *"# # .(+'+ 8-+ #-;+."%#+ " * '!(*( '+# 8-+ +#*","' . ."$2+'.+ " #- * '.% $ $ $ +;+*-.(/ ,-+!+ 2+; %"% $" *"$(!"! !+ #-# !+*(#( '+# !+ 4(;"*(5' !+ ,%+*( # 2+!("'.+ -'" %!#+ 2?# ('.+&%"$ !+ $"# *
/! +%#!0 !#+1#! " 1! 8-+ "*.@"' # 9%+ $" "!2('(#.%"*(5' 0 !+.+%2('"*(5' !+ $ # ,%+*( # #

  
 2 %+*( 9# $-. 6!+ 2+%*"! 7 3& %+*( +$".(/  &%+*( +"$ A %+*( 9# $-. B  ,& %+*( +$".(/ #,+*(4(*  A C'!(*+ !+ %+*( # "$  '#-2(! %


 
 4

5

6# ,!
7
! !#+4
5 D
 
## "#";+# < 4$+.+#< * #. !+ , %.-'(!"! D
  
## #4-+%) +' (%< +$+&(%< "'"$()"%< +'#"29$"%< $$+/"%< +.*


!#*##+!
 !  # # #+ ! 8   % #

 
U

U



 # %

! ## # $" /"%("*(5' %+$".(/" 8-+ +1,+%(2+'." $" *"'.(!"! !+2"'!"!" !+$ ,% !-*. "$ 2 !(4(*"%#+ +$ ,%+*( 

 !%##!# # #!

#

#     ! !  9
 ! - #* #%

(+'+# !+ * '#-2 ('!-#.%("$+# +%/(*( # ,% 4+#( '"$+# ¥%"9"; # 2"'-"$+# ¥%"9"; !+ -'" ; %'"!" $8-($+% !+ ('2-+9$+# +8-(, # %+*( !+$ !('+% -%# #< #+2('"%( #<  +%/(*( ,@9$(*

# !+ "-. ,(#."# '+%&>" +$E*.%(*"< "&-"< .+$E4 '  +&-% #

#%#! 
% %: #1

a a a a

# -' #! 
%  " corto plazo plazo # -' 4-+%.+ ('#.%-2+'. * 2,+.(.(/  # +$ @'(* ('#.%-2+'. 8-+ 
 #1!! #1!! ¥(+'+ (2, %."'.+# 
!#! ,#(* $5&(*"# !, 
!
#
!
#

a

' 2-*3"# !+*(#( '+# !+ * 2,%" +# $" @'(*" ('4 %2"*(5' %2"*(5'


## !*#-#+# a a a a


"%* $+&"$
+%*"! 0 * 2,+.+'*(" 9;+.(/ # !+ $" +2,%+#"
@$.(,$+# ,"%.+# ('.+%+#"!"# a '.+%2+!("%( # a **( '(#."# a ¥%"9";"! %+# a % /++! %+# a *%++! %+# a %&"'()"*( '+# !+ * '#-2(! %+#


## !*#-#+# a $"#.(*(!"! *%-)"!" a '.+%"**(5' +'.%+ $ # ('#.%-2+'. # * 2+%*("$+# a  #.+# 0 *-%/" !+ +1,+%(+'*(" !+$ ,% !-*.  a (*$ !+ /(!" !+$ ,% !-*. 

ù
; 
$   
 )

    
;
  
 
 

 $  ›     

#!#+*#-#+#!< #

aÕebe

guardar coherencia interna en la organización, * '#(!+%"'! $" +#.%-*.-%" 0 * #. # !+$ ,% !-*. 0 $"# -.($(!"!+# +#,+%"!"# aÕebe guardar coherencia externa, 9#+%/"'! $" %+"$(!"! !+$ 2+%*"! +' *-"'. " $" *","*(!"! !+ * 2,%" !+ $ # *$(+'.+# 0 ,%+*( # !+ $" * 2,+.+'*("

#!#+*#-#+#!< #

adonstituye un proceso esencialmente dinámico, ,-+# .(+'+ 8-+ ";-#."%#+ ,+%2"'+'.+2+'.+ " $"# '-+/"# *(%*-'#."'*("# 8-+ #+ /"0"' ,%+#+'."'! +' "29 # * '.+1. # 6+$ ('.+%' 0 +$ +1.+%' 7 aÕepende en gran medida del poder de que disponga la empresa para establecerlo, +$ *-"$ +# -'" 4-'*(5' !+ -'" #+%(+ !+ 4"*. %+# ."$+# * 2 #, #(*(5' +' +$ 2+%*"! < +$ *(*$ !+ /(!" !+$ ,% !-*. < $" !-%"9($(!"! !+$ ,% !-*. 6#( +# ,+%+*+!+% < , % +; #( #+ /+ -%&(!" " /+'!+%$ 7< #-9(*"*(5' +' +$ *"'"$ !+ !(#.%(9-*(5'< +.*

„

„

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

„

„

 # * '#-2(! %+# ' .(+'+' -' #+'.(! +1"*. !+$ ,%+*( !+ $ # ,% !-*. # 8-+ * 2,%"'

'" ('/+#.(&"*(5' %+"$()"!" " * 2,%"! %+# +' #-,+%2+%*"! #< +'.%+/(#."! # ;-#. !+#,-E# !+ 3"9+% +#* &(! +$ ,% !-*. < !+.+*. 8-+  ¡
+' # !+ $" 2(."! !( -'" %+#,-+#." *+%.+%" ¡ " 2"0 %>" !( -' ,%+*( ('4+%( % "$ %+"$ 0 ¡  % $ 2+' # +$ G H ' #+ ".%+/(5 " *"$*-$"% +$ ,%+*( 

„

' +1,+%(2+'. # %+"$()"! # * ' *".?$ & # #+ +'* '.%5 8-+ #( #+ "&%+&" -' $+.%+% !+ 4+%." "$ ,%+*( #(' *"29("% +#.+ #+ $ &% 3"#." -' "-2+'. !+ :GH !+ $"# /+'."#

.($(!"! ,"%" +$ *$(+'.+

.($(!"! ,"%" $" +2,%+#"

       

¥

 

    

"$ % +'.%+&"! "$ *$(+'.+ /"$ % . ."$ ,"%" +$ *$(+'.+ I * #. . ."$ ,"%" +$ * '#-2(! %