La politique de prix Présenté par : Hafssa Quledy BASTAOUI Saousane Pr .NAJARI

La politique de prix Présenté par : Hafssa Quledy BASTAOUI Saousane Pr .NAJARI Abdelhak Sous l’encadrement de : 3 4 2021 5 Introduction Problématique Caractéristique Conclusion 6 2 1 3 Etude de cas Définition de la politique de Prix, Prix Plan de travail Définition la politique de prix : Est un ensemble de décisions et d’actions réalisées pour déterminer le prix des produits et des services de l’ entreprise proposés aux clients conquis ou à conquérir. C’est une politique complémentaire car elle va situer le produit. C’est l’une des quatres constituants du Marketing mix qui sont : La politique de produit. La politique de prix.  politique de distribution.  politique de communication. Introduction Le prix :est la seule variable marketing qui génère des revenus à l’entreprise, la notion de prix a une double signification suivant que l’on se place: Pour le consommateur: le prix est une dépense à supporter pour obtenir un bien. Pour le vendeur le prix est la seule variable du marketing mix génératrice de recettes et de profits Le prix à un role important sur le comportement d’ achat du consommateur puisqu’il se traduit souvent par un choix: achat ou non achat Le prix à un impact direct sur la rentabilité de l’entreprise. Le prix est un élement d’action sur le marché,il doit être en cohérance avec les autres variables du marketing (4P). Introduction I. Problématique Face à la concurrence sur le marché, toutes les entreprises cherche à renouvler leurs politiques afin d’ attirer davantage les consommateurs.Par ailleurs, ces derniers se situent au sein d’ une masse d’information et d’un marché plein de choix,ils ne sont satisfaits qu’avec les produits nettement saillants en modèles, parfaits en qualité. Alors dans quel mesure la politique de prix contribue t-il à instaurer un marketing efficace afin que les entreprises peuvent favoriser un succès? Influence du prix sur les consommateurs et sur l’entreprise: Couvrir les charges et assurer une marge Influence directement le niveau de la demande Outil de positionnement de la marque Positionnement La rentabilité La demande Méthode de fixation d’ un prix de vente fixer un prix de vente Estimez le cout de revient Relevez les prix pratiqués par vos concurrents Etudier le prix que vos client potentiel sont prêts à payer Déterminer votre stratégie marketing 1 2 3 4 5 Calculez le prix optimal Timeline Style 2014 2015 2017 2018 2016 Text Here You can simply impress your audience and add a unique zing and appeal to your Presentations. Text Here You can simply impress your audience and add a unique zing and appeal to your Presentations. Easy to change colors, photos and Text. 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