No / Pricing is a critically important management activity with major strategic and operational implications. However, pricing is a much-neglected and ineptly administered marketing responsibility, and numerous errors are made. A prime reason for this is that firms are preoccupied with the use of convenient, often singularly cost-based, pricing methods that fail to assimilate the impact of the full range of effective pricing determinants. This article introduces the concept of the pricing wheel that is a multistage process for effective price management. It provides a systematic means for analyzing and incorporating into decision making the strategic role of price, pricing objectives, the plethora of internal and external pricing determinants, pricing strategy, the pricing technique, and the necessary implementation and control procedures. As a key element of the pricing process, the article advocates utilization of an integrative pricing technique, and it proposes a logical sequence in which it can be applied.

Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2016-03-18T13:31:32Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) JULIANA GONÇALVES DE ARAÚJO.pdf: 1787399 bytes, checksum: d65991a8871963306287690805764d38 (MD5) / Made available in DSpace on 2016-03-18T13:31:33Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) JULIANA GONÇALVES DE ARAÚJO.pdf: 1787399 bytes, checksum: d65991a8871963306287690805764d38 (MD5) Previous issue date: 2015-02-10 / O objetivo deste trabalho foi investigar qual o nível de utilização das informações gerenciais pelos gestores do Arranjo Produtivo Local de confecção do Estado de Pernambuco no momento de tomada de decisões. Os dados foram coletados através da aplicação de um questionário no ano de 2014, cuja elaboração foi realizada através da elaboração de uma matriz com estudos anteriormente realizados. O instrumento constou de 46 questionamentos segregados em três seções: variáveis de perfil, variáveis de gestão de custos e formação de preço e gestão de caixa. A coleta de dados se deu através de visitas aos eventos de moda e empreendedorismo, assim como visitas in loco. Para verificar se os gestores empregam as ferramentas estudadas (gestão de custos e formação de preço, e gestão de caixa), fez-se uso da estatística descritiva e inferencial, com a aplicação do Teste de Qui-Quadrado, adotando-se um nível de confiança de 95%. A amostra desse estudo resumiu-se a 52 empresas, caracterizadas, na maior parte, como Microempresa, e, em menor grau, como Pequena Empresa, de tais formas classificadas segundo o número de funcionários. Como resultado, percebeu-se que as empresas apresentam um nível de utilização das ferramentas insatisfatório e que é preciso atentar para a importância da continuidade da formação educacional dos indivíduos. Constatou-se, também, que as ferramentas são utilizadas de modo intuitivo, posto que a maioria dos respondentes não detém conhecimento conceitual mínimo acerca das práticas estabelecidas, como ponto de equilíbrio, métodos de custeio, margem de contribuição e orçamento de caixa. Quanto às associações encontradas, observou-se que o fato de a empresa ser mais antiga, possuir maior faturamento, segregar entre os gastos pessoais e empresariais, ter gestor com maior formação acadêmica ou atentar para relatórios na tomada de decisão influencia o nível de utilização das ferramentas. Por outro lado, aqueles que possuem recursos advindos de assistência familiar tendem a demonstrar menor utilização das ferramentas gerenciais. Esse estudo apresenta como limitação a quantidade obtida de questionários respondidos e a restrição quantitativa de análise. Como sugestão para pesquisas futuras, enfatiza-se a averiguação de fatores que influenciam na determinação do preço de venda, visto que esse estudo encontrou variáveis com associações estatisticamente significantes. / This study aimed to investigate the degree of adoption of management information by managers in the clothing cluster of the state of Pernambuco at the time of decision making. The data were collected through a survey applied in the year 2014. To verify if managers adopt the accounting tools studied (cost management and pricing, and cash management), descriptive and inferential statistics were used with the application of the Chi-Square test, accepting a 95% confidence level. The sample of this study comprised 52 firms, characterized mostly as Microenterprise, and to a lesser degree, as Medium-sized enterprises, taking into consideration the number of employees. As a result, it was observed that firms have a poor degree of use of the aforementioned tools and that the importance of the educational background of individuals should not be overlooked. It was also revealed that these tools are used intuitively, since the majority of respondents does not have minimum conceptual knowledge of conventional practices, such as break-even point, costing methods, contribution margin and cash budget. As for the associations found, it was observed that firms that are older, have higher sales, segregate between personal and business expenses, have well-educated managers or that considerate reports in decision-making are prone to use accounting tools. On the other hand, those with resources obtained from family support tend to demonstrate a lower use of accounting tools. This study is limited to the amount of surveys obtained and the quantitative restriction of the analysis. As a suggestion for future research, it is emphasized the investigation of the factors that influence the establishment of selling price, as this study found variables with statistically significant associations.

The hotel industry is characterized by perishability, which means that its services cannot be stored and saved to a later sales opportunity. In that world, a room that is not booked is lost forever. Another thing that also characterizes the industry is that it is seasonally controlled, thus the demand varies between different periods of time and occasions. As hotels tend to have high fixed costs, companies often choose to price their services higher when the opportunity that consumers pay a higher price appears. This can lead to a situation when the consumers feel fooled by the fact that the hotel itself does not create the new conditions that makes the demand rise. As a support for the interviews conducted, a research focused on the real prices has also been conducted where the prices of fifteen hotels in Stockholm were checked for three months on three occasions. To investigate the relationship between these two phenomena, seven hotel employees have been interviewed and shared their experiences of the reality and strategies within hotel industry. In order to get an overall picture, fifty consumers having profiles of potential hotel guests, have been interviewed where they answer questions about different scenarios and estimated prices for hotels of three different classes in Stockholm. The research made it possible to determine some conclusions. It appeared to be important for hotel industry to optimize prices in a way that they reflect the demand. An important tool to achieve this optimization is yield management and it confirms by the driving forces that identifies most often. The result of this reality is that the hotels experience fluctuations of prices over time, with rarely occurring stable pricing curves. Price awareness of customers tend to be raised when their experience of similar purchases is high. It has also been found that high prices do not necessarily have to lower the consumer value and that hotel guests may be willing to pay a higher price due to certain external factors. The relation between pricing and customer value was found to be complex and as there are some factors preventing the customer value to get lowered by price increase, it might be beneficial for hotels to take these factors into account. / Hotellbranschen kännetecknas av förgänglighet, vilket innebär att dess tjänster inte går att spara till ett senare försäljningstillfälle. I den världen går ett rum som inte bokas för alltid förlorad. Något som också kännetecknar branschen är att den är säsongsstyrd och därmed varierar efterfrågan mellan olika tidsperioder och tillfällen. I och med att hotell tenderar att ha höga fasta kostnader, väljer företagen ofta att prissätta sina tjänster högre när möjligheten för att konsumenter betalar ett högre pris uppstår. Detta kan leda till att konsumenterna känner sig lurade i och med att hotellet inte självt skapar de nya förutsättningarna som gör att efterfrågan stiger. Som ett stöd för de genomförda intervjuerna har även en prisundersökning genomförts där priserna på femton hotell i Stockholm under fyra månaders tid kontrollerades vid tre tillfällen. För att utreda hur relationen mellan dessa två fenomen ser ut har sju hotellmedarbetare intervjuats och beskrivit den verkligheten och de strategierna som finns. För att kunna få en helhetsbild har även femtio konsumenter, alltså potentiella hotellgäster, intervjuats där de svarar på frågor om olika scenarier samt uppskatta priser på hotell av olika klasser i Stockholm. Slutsatserna till undersökningen förblev att hotell till en övervägande majoritet använder sig av verktyg som yield management för att hantera dessa fluktuationer i efterfrågan och därmed ser också ett hotells priskurva väldigt sällan stabil ut. De potentiella hotellgästerna ställer sig kluvna i frågan om hur priset på ett hotellrum påverkar det upplevda värdet, vilket också delvis ställer det teoretiska ramverket och det empiriska resultatet emot varandra. Slutsatsen av det är att det finns en komplexitet i detta fenomen, där det finns ett flertal faktorer som erfordras att undersökas vidare för att nå en djupare och bredare förståelse.

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