Stan Lipovetsky, Shon Magnan, Andrea Zanetti Polzi
GfK Custom Research North America, Minneapolis, USA
E-mail: stan.lipovetsky@gfk.com, shon.magnan@gfk.com, andrea.zanettipolzi@gfk.com
Received March 27, 2011; revised July 27, 2011; accepted August 5, 2011
GfK Custom Research North America, Minneapolis, USA
E-mail: stan.lipovetsky@gfk.com, shon.magnan@gfk.com, andrea.zanettipolzi@gfk.com
Received March 27, 2011; revised July 27, 2011; accepted August 5, 2011
Abstract : Pricing a product is one of the most important decisions an organization can make. Marketing research has developed several different approaches to price optimization. They include direct methods such as estimation of willingness to pay, indirect methods such as Gabor-Granger and van Westendorp techniques, and prod-uct/price mix methods such as various discrete choice models. All of them are widely used in practical mar-keting research for evaluation of optimal prices for different products and product innovations. This work describes and compares several main of these approaches.
Abstrak : Harga produk adalah salah satu keputusan paling penting dalam suatu organisasi. Riset pemasaran telah mengembangkan pendekatan yang berbeda untuk optimasi harga. Metode tersebut yaitu metode langsung seperti estimasi kemauan untuk membayar, metode tidak langsung seperti Gabor-Granger dan teknik van Westendorp, dan metode campuran produk/harga seperti berbagai pilihan model diskrit. Metode-metode tersebut yang banyak digunakan dalam praktisi penelitian marketing untuk evaluasi harga yang optimal untuk berbagai produk dan inovasi produk. Karya ini menggambarkan dan membandingkan beberapa pendekatan utama.
http://www.scirp.org/journal/PaperInformation.aspx?paperID=7186
