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ENDÜSTRİYEL PAZARLAMADA FİYATLANDIRMA MİTLERİ ÜZERİNE BETİMSEL BİR ARAŞTIRMA

Yıl 2021, Cilt: 22 Sayı: 40, 153 - 182, 31.01.2021
https://doi.org/10.21550/sosbilder.749818

Öz

İşletmelerin kârlılıklarını arttırmanın yollarından biri de fiyatlandırmaların doğru bir şekilde yapılmasıdır. Fiyat aynı zamanda etkili bir rekabet aracı olarak kullanılabilir. Pazarlama karmasında bulunan diğer unsurlar ile karşılaştırıldığında fiyatın gelir getirici yönü vardır ve aynı zamanda ikna aracı olarak da kullanılabilir. Tüm bu olumlu özelliklerine rağmen fiyat ve fiyatlandırma konusu akademik alanda yeterli ilgiyi görmemektedir. Özellikle endüstriyel fiyatlandırma konusunun pazarlama bakış açısıyla ele alınması hakkında literatür gelişmiş değildir. Bu nedenle de bu durum endüstriyel fiyatlandırmada bazı ön kabullere ve ön yargılara (efsanelere / mitlere) hareket alanı sağlamaktadır. Bu makalenin temel amacı otomotiv yan sanayinde fiyat karar vericilerinin endüstriyel fiyatlandırma ile ilgili literatürde mevcut olan fiyatlandırma mitlerine ilişkin algılarını ölçmek ve betimsel çıkarımlarda bulunmaktır. Araştırmanın ana kütlesi TAYSAD üyesi olan işletmelerin fiyatlandırma konusunda karar veren yöneticileridir. Çalışmada toplamda altı adet fiyatlandırma miti incelenmiş ve sonuçlar değerlendirilmiştir.

Kaynakça

  • Alpugan, O., Demir, H., Oktav, M., Üner, N. (1990). İşletme ekonomisi ve yönetimi. Beta Basım Yayınları.
  • Amaral, J. V. & Guerreiro, R. (2019). Factors explaining a cost-based pricing essence. Journal of Business & Industrial Marketing, 34(8), 1850-1865.
  • Anterasian, C., Graham, J. L., Money, R. B. (1996). Are U. S. managers superstitious about market share?. MIT Sloan Management Review, 37(4), 66-77.
  • Avlonitis, G. & Indounas, K. (2006). How are prices set: an exploratory investigation in the Greek service sector. Journal of Product and Brand Management, 15(3), 203-213.
  • Dolgui, A. & Proth, J. M. (2010). Pricing strategies and models. Annual Reviews in Control, (34), 101-110.
  • Evanschitzky, H., Kenning, P., Vogel, V. (2004). Consumer price knowledge in the German retail market. Journal of Product and Brand Management, 13(6), 390-405.
  • Gaston Breton, C. & Raghubir, P. (2013). Opposing effects of sociodemographic variables on price knowledge. Marketing Letters, 24(1), 29-42.
  • Hinterhuber, A. & Liozu, S. (2012). Is it time to rethink your pricing strategy. MIT Sloan Management Review, 53(4), 69-79.
  • Hinterhuber, A. (2015). Value delivery and value-based pricing in ındustrial markets. Advances in Business Marketing and Purchasing, 14, 381-448.
  • Hinterhuber, A. (2016). The six pricing myths that kill profits. Business Horizons, 59(1), 71-83.
  • Indounas, K. (2006). Making effective pricing decisions. Business Horizons, 49(5), 415-424.
  • Jobber, D. & David, S. (2001). Integrative pricing via the pricing wheel. Industrial Marketing Management, 30(3), 301-314.
  • Kleinaltenkamp, M. (2018). LaPlaca the best marketer of ındustrial and B2B marketing research. Industrial Marketing Management, (69), 125-126.
  • Kotler, P. (2003). Principle of marketing. Pearson Education.
  • Küçük ve Orta Ölçekli İşletmeleri Geliştirme ve Destekleme İdaresi Başkanlığı (KOSGEB). (2019). https://www.kosgeb.gov.tr/site.
  • Liu, W. & Atuahene Gima, K. (2018). Enhancing product innovation performance in a disfunctional competitive environment: the roles of competitive strategies and market-based assets. Industrial Marketing Management, 73, 7-20.
  • Lowengart, O. & Mizrahi, S. (2000). Appliying international referance price market structure, information seeking and consumer welfare. International Marketing Review, 17(6), 525-537.
  • Marn, M. & Rosiello, R. L. (1992). Managing price, gaining profit. Harvard Business Review, 70(5), 84-93.
  • Mitchell, G. E. (1985). Profitable pricing strategies. Alexander Hamilton Institute.
  • Monroe, K. (1990). Pricing: making profitable decisions. McGraw-Hill.
  • Nagle, T. & Holden, R. K. (2002). The strategy and tactics of pricing: a guide to profitable decision making. Prentice Hall.
  • Oxenfeldt, A. (1975). Pricing strategies. Amacon.
  • Plank, R. E. & Ferrin, B. G. (2002). How manufacturers value purchase offerings: an exploratory study. Industrial Marketing Management, 31(5), 457-465.
  • Pride, M. W. & Ferrell, O. C. (2000). Marketing consepts and strategies. Houghton Mifflin Company.
  • Porter, M. (2010). Rekabet stratejileri: sektör ve rakip analizi. (Çev: G. Ulubilgen), Aura Yayınevi.
  • Reen, N., Hellström, M., Wikström, K., Perminova Harikoski, O. (2017). Towards value-driven strategies in pricing IT solutions. Journal of Revenue and Pricing Management, 16(1), 91-105.
  • Reimann, M., Schilke, O., Thomas, J. S. (2010). Toward an understanding of industry commoditization: its nature and role in evolving marketing competition. International Journal of Research in Marketing, 27(2), 188-197.
  • Schindler, M. R. (2012). Pricing strategies: a marketing approach. Sage Publication.
  • Shapiro, B. P. & Jackson, B. B. (1978). Industrial pricing to meet customer needs. Harvard Business Review, (56), 119-127.
  • Snelgrove, T. (2012). Value pricing when you understand your customers: total cost of ownership - past, present, and future. Journal of Revenue and Pricing Management, 11(1), 76-80.
  • Stoppel, E. & Roth, S. (2015). Consequences of usage-based pricing in ındustrial markets. Journal of Revenue and Pricing Management, 14, 140-154.
  • Taşıt Araçları Tedarik Sanayicileri Derneği (TAYSAD). (2019). https://www.taysad.org.tr/tr/.
  • Tellis, J. G. (1986). Beyond many faces of price: an integration of pricing strategies. Journal of Marketing, 50(4), 146-160.
  • Thrane, S., Jarmatz, M., Laursen, M. F., Kornmaaler, K. (2019). A practice-based approach to collective decision making in pricing. Qualitative Research in Accounting & Management, 16(1), 117-143.
  • Türkiye İhracatçılar Meclisi. (2019). İhracat rakamları. https://www.tim.org.tr/tr/ihracat-rakamlari.
  • Ulaga, W. & Eggert, A. (2006). Value-based differentiation in business markets: gaining and sustaining key supplier status. Journal of Marketing, 70(1), 119-136.

A Descriptive Research on Pricing Myths in Industrial Marketing

Yıl 2021, Cilt: 22 Sayı: 40, 153 - 182, 31.01.2021
https://doi.org/10.21550/sosbilder.749818

Öz

One of the ways to increase the profitability of company is pricing correctly. The price also can be used as an effective competitive tool. Compared to other elements in the marketing mix, it has an income generating aspect and can also be used as a persuasion tool. Despite all these positive features, the subject of price and pricing does not get enough interest in the academic field. Especially the industrial pricing literature with marketing perspective is not developed. For this reason, this provides space for some pre-acceptance and prejudices (legends / myths) in industrial pricing. The main purpose of this article is to measure the perceptions of price decision makers in the automotive supplier industry regarding the pricing myths available in the literature on industrial pricing and make descriptive inferences. The universe of the research is the managers of TAYSAD members who decide on pricing. In the study, six pricing myths in total were examined and the results were evaluated.

Kaynakça

  • Alpugan, O., Demir, H., Oktav, M., Üner, N. (1990). İşletme ekonomisi ve yönetimi. Beta Basım Yayınları.
  • Amaral, J. V. & Guerreiro, R. (2019). Factors explaining a cost-based pricing essence. Journal of Business & Industrial Marketing, 34(8), 1850-1865.
  • Anterasian, C., Graham, J. L., Money, R. B. (1996). Are U. S. managers superstitious about market share?. MIT Sloan Management Review, 37(4), 66-77.
  • Avlonitis, G. & Indounas, K. (2006). How are prices set: an exploratory investigation in the Greek service sector. Journal of Product and Brand Management, 15(3), 203-213.
  • Dolgui, A. & Proth, J. M. (2010). Pricing strategies and models. Annual Reviews in Control, (34), 101-110.
  • Evanschitzky, H., Kenning, P., Vogel, V. (2004). Consumer price knowledge in the German retail market. Journal of Product and Brand Management, 13(6), 390-405.
  • Gaston Breton, C. & Raghubir, P. (2013). Opposing effects of sociodemographic variables on price knowledge. Marketing Letters, 24(1), 29-42.
  • Hinterhuber, A. & Liozu, S. (2012). Is it time to rethink your pricing strategy. MIT Sloan Management Review, 53(4), 69-79.
  • Hinterhuber, A. (2015). Value delivery and value-based pricing in ındustrial markets. Advances in Business Marketing and Purchasing, 14, 381-448.
  • Hinterhuber, A. (2016). The six pricing myths that kill profits. Business Horizons, 59(1), 71-83.
  • Indounas, K. (2006). Making effective pricing decisions. Business Horizons, 49(5), 415-424.
  • Jobber, D. & David, S. (2001). Integrative pricing via the pricing wheel. Industrial Marketing Management, 30(3), 301-314.
  • Kleinaltenkamp, M. (2018). LaPlaca the best marketer of ındustrial and B2B marketing research. Industrial Marketing Management, (69), 125-126.
  • Kotler, P. (2003). Principle of marketing. Pearson Education.
  • Küçük ve Orta Ölçekli İşletmeleri Geliştirme ve Destekleme İdaresi Başkanlığı (KOSGEB). (2019). https://www.kosgeb.gov.tr/site.
  • Liu, W. & Atuahene Gima, K. (2018). Enhancing product innovation performance in a disfunctional competitive environment: the roles of competitive strategies and market-based assets. Industrial Marketing Management, 73, 7-20.
  • Lowengart, O. & Mizrahi, S. (2000). Appliying international referance price market structure, information seeking and consumer welfare. International Marketing Review, 17(6), 525-537.
  • Marn, M. & Rosiello, R. L. (1992). Managing price, gaining profit. Harvard Business Review, 70(5), 84-93.
  • Mitchell, G. E. (1985). Profitable pricing strategies. Alexander Hamilton Institute.
  • Monroe, K. (1990). Pricing: making profitable decisions. McGraw-Hill.
  • Nagle, T. & Holden, R. K. (2002). The strategy and tactics of pricing: a guide to profitable decision making. Prentice Hall.
  • Oxenfeldt, A. (1975). Pricing strategies. Amacon.
  • Plank, R. E. & Ferrin, B. G. (2002). How manufacturers value purchase offerings: an exploratory study. Industrial Marketing Management, 31(5), 457-465.
  • Pride, M. W. & Ferrell, O. C. (2000). Marketing consepts and strategies. Houghton Mifflin Company.
  • Porter, M. (2010). Rekabet stratejileri: sektör ve rakip analizi. (Çev: G. Ulubilgen), Aura Yayınevi.
  • Reen, N., Hellström, M., Wikström, K., Perminova Harikoski, O. (2017). Towards value-driven strategies in pricing IT solutions. Journal of Revenue and Pricing Management, 16(1), 91-105.
  • Reimann, M., Schilke, O., Thomas, J. S. (2010). Toward an understanding of industry commoditization: its nature and role in evolving marketing competition. International Journal of Research in Marketing, 27(2), 188-197.
  • Schindler, M. R. (2012). Pricing strategies: a marketing approach. Sage Publication.
  • Shapiro, B. P. & Jackson, B. B. (1978). Industrial pricing to meet customer needs. Harvard Business Review, (56), 119-127.
  • Snelgrove, T. (2012). Value pricing when you understand your customers: total cost of ownership - past, present, and future. Journal of Revenue and Pricing Management, 11(1), 76-80.
  • Stoppel, E. & Roth, S. (2015). Consequences of usage-based pricing in ındustrial markets. Journal of Revenue and Pricing Management, 14, 140-154.
  • Taşıt Araçları Tedarik Sanayicileri Derneği (TAYSAD). (2019). https://www.taysad.org.tr/tr/.
  • Tellis, J. G. (1986). Beyond many faces of price: an integration of pricing strategies. Journal of Marketing, 50(4), 146-160.
  • Thrane, S., Jarmatz, M., Laursen, M. F., Kornmaaler, K. (2019). A practice-based approach to collective decision making in pricing. Qualitative Research in Accounting & Management, 16(1), 117-143.
  • Türkiye İhracatçılar Meclisi. (2019). İhracat rakamları. https://www.tim.org.tr/tr/ihracat-rakamlari.
  • Ulaga, W. & Eggert, A. (2006). Value-based differentiation in business markets: gaining and sustaining key supplier status. Journal of Marketing, 70(1), 119-136.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Recep Tepe 0000-0001-7196-6222

Çağatan Taşkın 0000-0002-0655-5061

Yayımlanma Tarihi 31 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 22 Sayı: 40

Kaynak Göster

APA Tepe, R., & Taşkın, Ç. (2021). ENDÜSTRİYEL PAZARLAMADA FİYATLANDIRMA MİTLERİ ÜZERİNE BETİMSEL BİR ARAŞTIRMA. Uludağ Üniversitesi Fen-Edebiyat Fakültesi Sosyal Bilimler Dergisi, 22(40), 153-182. https://doi.org/10.21550/sosbilder.749818