pricing - como precificar no varejo?

7/23/2019 Pricing - Como Precificar no Varejo?

1/19

M`kodrkad wdr Fkrem`d Krknck .XkrmjdFls.o`dbuwdq.edf .XkrmjdmBmuqkd.o`dbuwdq.edf Ednqkqd: fkl`.xkrmjdflsGbfkl`.edf

W_LELNB

Lnqrda}d kdu ednemlqduouledu
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2/19


Ednemlqdu

Wrlelnb 6 ad Lnb`u wrmelhlekr9 ed`dekr wrmd.

Amnqrd ad xkrmjd d Wrlelnb am msqrmfk lfwdrqnelk muqrkqblek wdluamqmrflnk {}knqd d edfmrelknqm lr rmemomr mf qrdek adu wrda}qdu {}medfmrelk`lzk.

D wrmd }f adu 1&Wu ad Fkrimqlnb #Wrda}qd Wrmd @dek` m Wrdfdd, mkermalqd {}m d Wrlelnb mnb`dok du 1&Wu.

Kd hlnk` amuqk kwrmumnqkd muqkrd lnfmrku wmrb}nqku {}m ndu hkzmfduedf hrm{}nelk fku {}m k wkrqlr am kbdrk qmrmfdu fklu edncmelfmnqd wkrk

rmuwdnamr.


3/19


Ednemlqdu

Msluqmf qru hdrfku am kqrlo}lr wrmd kdu wrda}qdu nd Xkrmjd:

;, Wdr EDNED__NELK9

?, Wdr FK_BMF #okum e}uqdu,9

5, Wdr AMFKNAK #xk`dr,.

K umb}lr xmrmfdu d {}m m {}knad kw`lekr ekak }fk aku qru hdrfku am

wrlelnb.


4/19


Ednemlqdu

;, Wdr EDNED__NELK:

Kqrlo}lr }f wrmd lb}k lfmalkqkfmnqm kelfk d} lfmalkqkfmnqm koklsdad wrmd wrkqlekad nk falk ak ednedrrnelk #d} wm`d ednedrrmnqm alrmqdam fkldr lnh`}nelk.,.

Amnqrd amuqm ednemlqd am Wrmelhlekr wdr Ednedrrnelk msluqmf alxmruduhkqdrmu amnqrm du {}klu amuqked:

Hlam`lzkr m nd wmramr e`lmnqmu wkrk k ednedrrnelk9 Nd wmramr k lamnqlakam k lfkbmf am wrmd msluqmnqm9 #d} mxlqkr bknckr

lfkbmf am wrmd {}m umjk nmbkqlxk. Wdr Msmfw`d: Hkfk am ekrmlrd.


5/19


Ednemlqdu

;, Wdr FK_BMF #okum am e}uqdu,:

Fkrekr d wrmd qdfknad wdr okum }fk fkrbmf am `}erd ek`e}`kak udormd e}uqd.

Nk wrmelhlekd wdr FK_BMF lfwdrqknqm amuqkekr:

K nmemuulakam am um erlkr }f FLS AM FK_BMF wkrk ednuqr}lr d rmu}`qkadak ekqmbdrlk m ad nmbeld9

Nmbdelkr e}uqdu m ednalmu am wkbkfmnqd hlsku edf du hdrnmemadrmu#bkrknqlnad u}k nmbdelkd wdr wmrdad wr&kedrakad mnqrm ku wkrqmu,9

Mxlqkr k nmemuulakam am }fk wmu{}luk ednuqknqm am wrmdu am }fk brknamxkrlmakam am wrda}qdu9


6/19


Ednemlqdu

;, Wdr AMFKNAK #xk`dr,:

Wrmelhlekr am kedrad edf d xk`dr {}m d edfmrelknqm kermalqk {}m de`lmnqm muq aluwduqd k wkbkr wdr k{}m`m wrda}qd #d} ekqmbdrlk amwrda}qdu,.Nmuqm ekud `mxk&um mf ednqk d wmrhl` ad e`lmnqm m du kqrlo}qdu m xk`drmu

kbrmbkadu kd wrda}qd mf {}muqd.

Wrmelhlekr wdr Amfknak mnxd`xm:

Edncmemr {}mf edfwrk m wdr{}m edfwrk amqmrflnkad wrda}qd d}

ekqmbdrlk #{}k`lakam uqkq}u nmemuulakam...,9 Qmr ednuelnelk am {}m d e`lmnqm wkbkr wm`d xk`dr wmremolad m wdrqknqd

qdad d kfolmnqm amxmr edna}zl&`d k wmremomr muqm xk`dr. #umrxldulfkbmf kqmnalfmnqd...,


7/19M`kodrkad wdr Fkrem`d Krknck .XkrmjdFls.o`dbuwdq.edf .XkrmjdmBmuqkd.o`dbuwdq.edf Ednqkqd: fkl`.xkrmjdflsGbfkl`.edf

wdr Ednedrrnelk



Edfd hkzmr4Wrlelnb wdr Ednedrrnelk

okuqknqm ulfw`mu wrmelhlekr wdr ednedrrnelk amuam {}m k`b}nu wr&rm{}lulqdumuqmjkf bkrknqladu:

M`mnekr du wrda}qdu k umrmf wrmelhlekadu wdr ednedrrnelk9 Erlkr }f wrdemuud am rdqlnk am wmu{}luk9 Qmr aluelw`lnk nku wmu{}luku9 Wmu{}lukr ednedrrmnqm#u, alrmqd#u, doumrxknad du NXMLU AM W_MD9 Lud`kr wrmdu wrdfdeldnklu9Fkrekr du wrmdu edf okum ndu Nxmlu am Wrmd9 Amhlnlr ku fkrbmnu dojmqlxku wdr Wrda}qd fkldrmu {}m ku wrkqlekakuwkrk bmrkr }fk o}uek ednuqknqm wm`k fm`cdrlk adu wrmdu #nmuqm ekud,

nd amhlnlr fkrbmnu wdr ekqmbdrlk.,.




K wrmelhlekd wdr ednedrrnelk amxm umr kw`lekak kdu wrda}qdu:

Am K`qd Blrd #edffdalqlmu wdr msmfw`d,9

]`qrk&Ndqxmlu #{}m d ednu}fladr b}krak du wrmdu Edek&Ed`k wdr

msmfw`d,9

Am K`qd Xk`dr #{}m d ednu}fladr wmu{}luk wrmdu Ms: QX @ma 1?9

Ukzdnklu wdr e`lfk$ukhrk #Cdrqlhr}qql wdr msmfw`d,9




Aleku wkrk bkrknqlr fm`cdrmu fkrbmnu ndu wrda}qdu wrmelhlekadu wdrednedrrnelk:

Nmbdelkr ednuqknqmfmnqm d e}uqd edf du hdrnmemadrmu amhlnlnad amnqrm kufm`cdrmu ednalmu um} e}uqd am wkrqlak.Ms: Qkom`k Ecmlk ad Hdrnmemadr 6 _! ;777.

Umf lfwduqdu qmfdu wdr msmfw`d: _! 337 edfd qkom`k.D edfwrkadr mnqd nmbdelk }f wmalad wdr _! 358.K wkrqlr amuqm wdnqd uk`xd brknamu h`}q}kmu d} k`qmrkmu am fmrekad mednedrrnelk muqm #_! 358, amxmr umr d e}uqd fslfd kemlqd wm`d wrda}qd. Ku amfklu

nmbdelkmu amxmrd wkrqlr amuqm e}uqd wkrk fm`cdr.

Kwu nmbdelkr fm`cdr e}uqd nmbdelkr }f wmremnq}k` hlsd wkrk qdaku kuedfwrku. Muqm wmremnq}k` amxmr umr x`lad mf ;77- adu wmaladu wdr wmrdadwr&amhlnlad #8 fmumu ; knd...,.Ms: - wkrk wrmumnk nd ecmei&uqkna9 - bkrknqlk hlam`lakam9 - h}nad rmumrxk edfokqm

ednedrrnelk9 - am Fkrimqlnb9 @dbuqlek... mqe mqe



wdr Fkrbmf



Edfd hkzmr4Wrlelnb wdr Fkrbmf

Wkrk wrmelhlekr wdr fkrbmf k wmu{}luk ednedrrnelk wrlfrlk #ednedrrmnqm#u,alrmqd#u, qkfof nmemuurlk wkrk edncmemr ku fkrbmnu wrkqlekaku.

M`mnekr ku ekqmbdrlku9 Erlkr }f wrdemuud am rdqlnk am wmu{}luk am fkrbmnu umfmuqrk`9 Qmr aluelw`lnk nku wmu{}luku9 Wmu{}lukr ednedrrmnqm#u, alrmqd#u, m wrdjmqkr ku FK_BMNU W_KQLEKAKUwdr EKQMBD_LK9 Lud`kr wrmdu wrdfdeldnklu9 Amhlnlr ku fkrbmnu amnqrd adu Lnqmrxk`du }ql`lzkadu wm`d ednedrrmnqmerlknad }f Fls am Fkrbmnu9

Lfw`knqkr }fk muqrkqblk am Fls am Fkrbmf wdr e`}uqmr wkrk kam{}krku fkrekmu ednhdrfm ekak qlwd am e`lmnqm m `djk. #FkrbmnuAlhmrmnelkaku wdr Ekqmbdrlk wdr E`}uqmr, Edfwmnukr ku fkrbmnu fklu oklsku am }f e`}uqmr mf d}qrd m`mxknadku fkrbmnu am ekqmbdrlku {}m mf amqmrflnkad br}wd am `djku nd ud qd

lfwdrqknqmu wkrk du e`lmnqmu edfd ud mf d}qrd.



Edfd hkzmr4Wrlelnb wdr Fkrbmf

K wrmelhlekd wdr ednedrrnelk amxm umr kw`lekak kdu wrda}qdu:

am Oklsd Blrd9 am @lnck _mb}`kr #udrqlfmnqd ednqn}d,9 Nd Ndqxmlu #{}m d e`lmnqm nd b}krak wrmdu9 am Xk`dr Kbrmbkad Oklsd #Ms: kemuurldu okzkr,9 am Xmnak Wdr Lfw}`ud9 am Fkrek Wrwrlk #mf h}nd ak ekqmbdrlk,9

K ekak umfmuqrm kq}k`lzkr k w`knl`ck am fls am fkrbmf ak ednedrrnelk9 Kd hmeckr d rmu}`qkad kn}k` rmxmr ndxkfmnqm k wd`qlek am Fls amFkrbmf er}zknad u}ku ekqmbdrlku edf k ednedrrnelk.



wdr Amfknak #xk`dr,



Edfd hkzmr4Wrlelnb wdr Amfknak #xk`dr,

Amunkqkd: {}knad d wrmd am xmnak am amqmrflnkad wrda}qd #d}ekqmbdrlk am wrda}qdu, amhlnlad KELFK ad {}m um qmf wdr wrmd lamk`.Amuuk hdrfk mf ekudu am nmemuulakamu wdnq}klu amxmfdu rma}zlr d wrmdbrkakqlxkfmnqm kq ecmbkr nd wrmd lamk` am fmrekad.

Muqk qqlek f}lqd }ql`lzkak nk lnauqrlk {}knad wdr dekuld ad `knkfmnqd am }f

ndxd wrda}qd d} fkrek. M`m wrmelhlekad kelfk ak falk am fmrekad m ednhdrfmwmu{}luku S m`kuqlelakam xkl umnad rma}zlad wdamnad ecmbkr okum {}m d wrmd

fald am fmrekad #lamk`.

Nd xkrmjd wdamfdu }ql`lzkr k amunkqkd mf ekqmbdrlku lnqmlrku edfd wdrmsmfw`d: _dqluumrlk Wkakrlk Ednhmlqkrlk Edrqmu muwmelklu am ekrnm

mfok`kak... M klnak mf wrda}qdu am Fkrek Wrwrlk.

Wrlelnb wdr Amfknak `mxk d bmrmnqm edfmrelk` k qrkok`ckr edf du nxmlu am kemlqkd adu

e`lmnqmu kqrkxu am }fk muqrkqblk wueled`blek.

Wkrk qrkok`ckr edf muqm ednemlqd amxmfdu mued`cmr mnqrm a}ku qqleku:

Uilfflnb #Amunkqkd d} Fiq Wmnmqrkqldn #Wmnmqrkd



Edfd hkzmr4Wrlelnb wdr Amfknak #xk`dr, Wmnmqrkd: mskqkfmnqm d dwduqd ak amunkqkd. Nmuqk qqlek kd

wrmelhlekr wrda}qdu d} ekqmbdrlku lnlelkfdu edf }f wrmd koklsd ad wrmdlamk` #koklsd ak falk ad fmrekad,.Mf h}nd ak m`kuqlelakam m wmrhdrfknem mf xmnaku amuqm fls wdamfduk}fmnqkr brkakqlxkfmnqm d wrmd am xmnak kq d wrmd lamk` d} klnak kq{}m umjk amqmeqkak }fk rmqrkd nku xmnaku.

Nmuqk qqlek mnb`dokfdu du wrda}qdu am k`qd xk`dr {}m qrknuflqmf uqkq}uwrda}qdu edf umrxldu kbrmbkadu Hkorlekd wrwrlk #rdqluumrlk mqe,.D wrlelnb wdr Amfknak qkfof kfw`kfmnqm }ql`lzkad mf wrda}qdu muekuuduam muqd{}m rma}zladu fku am k`qk wrde}rk.



_mu}fd m Hmeckfmnqd



Hmeckfmnqd

Kqmnd+++Msluqmf ulq}kmu omf amhlnlaku dnam nmnc}f adu ednemlqdu k{}lkwrmumnqkadu wdamf umr lfw`knqkadu:

Wrdfdmu m Dhmrqku Muedkfmnqd am muqd{}mu

HLHD

Nmuumu ekudu k mfwrmuk amxmr }ql`lzkr u}k wd`qlek amhlnlak wkrk ekakulq}kd.

HLF

Mf rmu}fd um mued`cmrfdu k qqlek edrrmqk wkrk wrmelhlekr qmrmfdu }frmqrkqd fklu hlm` ak nduuk rmk lakam9 Um muqkfdu edfwrknad omf wkrk xmnamromf bkrknqlnad kuulf }fk dwmrkd uk}axm` am muqd{}mu m `}erd.
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19/19

M`kodrkad wdr Fkrem`d Krknck XkrmjdFls o`dbuwdq edf XkrmjdmBmuqkd o`dbuwdq edf Ednqkqd: fkl` xkrmjdflsGbfkl` edf

Wmrb}nqku ad alk k alk

[}knqd edorkr wdr }f wrda}qd d} umrxld 4 Muqk {}muqd wdnqd amwkrqlak wkrk alue}uumu am wrlelnb. Fku nd wdamfdu ndu mu{}memr amwmrb}nqkr: [}knqd {}m fm} e`lmnqm muq aluwduqd k wkbkr wdr muqm wrda}qd4D {}m m`m kermalqk {}m }f wrmd lamk`4 [}klu ud du dojmqlxdu am wrmdu 4 Nduudu wrmdu fkslflzkf nduud `}erd 4

Edfd amhlnlr d wrmd4 Nmuqk ekqmbdrlk amxmrlk ckxmr }fk fkrbmf nlek d} }f fls amfkrbmnu4 Amxd wrmelhlekr lb}k` mf qdaku ku wrkku m e`}uqmru 4 Amxm ckxmr amuednqdu am {}knqlakam 4

[}klu du wrmdu wrkqlekadu wm`k ednedrrnelk4 [}knqd k ednedrrnelk muq bkncknad xmnamnad edf muqm wrmd4 [}k` k lfkbmf m} {}mrd {}m fm} wrmd qrknuflqk4 Muqd} qrkok`cknad edf d wueled`bled adu wrmdu S e`lmnqmu4 [}k` k ecknem am fm mnxd`xmr mf }fk b}mrrk am wrmdu4

pricing - como precificar no varejo?

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