ENDÜSTRİYEL PAZARLAMADA FİYATLANDIRMA MİTLERİ ÜZERİNE BETİMSEL BİR ARAŞTIRMA

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.

Anahtar Kelimeler

• Endüstriyel fiyatlandırma
• fiyatlandırma
• fiyatlandırma mitleri
• otomotiv yan sanayi
• TAYSAD

A Descriptive Research on Pricing Myths in Industrial Marketing

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.

Anahtar Kelimeler

• industrial pricing
• pricing
• pricing myths
• automotive supplier industry
• TAYSAD

Kaynakça

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