В последние годы теоретики маркетинга, равно как и практики, постепенно признали важность и сложность решений по ценообразованию. Для того, чтобы быть эффективным, ценообразование должно стать результатом систематического и ориентированного на достижение целей процесса, в котором характеристики внешней и внутренней среды тщательно учтены; а стратегии ценообразования, структуры, уровни постоянных цен и временные отклонения устанавливаются для полного использования возможностей, предлагаемых данной средой.
Последние публикации по маркетингу внесли вклад в эффективное ценообразование тем, что пролили больше света на сложность реакций потребителей и конкурентов посредством описания ряда возможных стратегий ценообразования и причин, стоящих за ними, а также посредством предложения инструментов измерения и методов построения структуры цен и конкретных уровней цен. Все же многое еще предстоит сделать. Будущие научные работы должны продолжать эмпирически оценивать чувствительность потребителей к ценам и реакции конкурентов в динамичных окружающих условиях. Роль розничного продавца и возможности ценообразования для ассортимента товаров, кажется, также недооценены. Помимо всего этого, существует необходимость разработки указаний для менеджеров, таких, чтобы «искусство» в ценообразовании нашло свое применение на практике.
Katia Kampo University of Antwerp Ufsia
Els Gijsbrehts University of Antwerp Ufsia
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