Professional Documents
Culture Documents
Price: Zeithaml (1988) mengemukakan bahwa dari perspektif konsumen, hargaadalah perihal apa yang diberikan atau dikorban dalam upaya untuk memperolehsuatu produk. Jacoby dan Olson (1977) dalam Zeithaml (1988) membedakan hargamenjadi harga obyektif (harga aktual dari suatu produk) dan perceived price (hargamenurut konsumen).
Price Reference
2. Determining Demand
Determining price sensitivity (price-demand elasticity). Estimating demand curve
3. Estimating Cost
Determing type of cost (fixed cost, variable cost) Estimating cost production
4. Analyzing Competitors
the company will need to research the competitors current financial situation, recent sales, customer loyalty, and corporate objectives. If the competitor has a market share objective, it is likely to match price differences or changes. If it has a profit-maximization objective, it may react by increasing its advertising budget or improving product quality