EDLP jako przykład polityki cenowej detalicznych firm handlowych

• Autorzy: Dominika Kubacka

Warianty tytułu

EDLP as Example of Pricing Policie of Retail Trade Companies

• Języki publikacji: PL

Abstrakty

Jedną z ważnych decyzji, jaka musi zostać podjęta w przedsiębiorstwie komercyjnym jest wybór spośród dwóch polityk cen promocyjnych jakimi są: Every Day Low Prices i High Low Prices. W opracowaniu podjęto próbę przybliżenia tych pojęć, skutków ich wdrażania w przedsiębiorstwie handlowym oraz przedstawiono ocenę skuteczności i warunków sukcesu każdej z metod.

EN

One of the most important decisions a commercial company ought to take is choosing either of two price promotional policies i.e., Every Day Low Prices or High Low Prices. The aim of the paper is to throw light on both approaches, their effects on companies, and to ascertain the effectiveness as well as the requirements for success of each method. The author wishes to concentrate on the EDLP strategy that has for years been implemented by many magnates of global marketing but has been relatively unknown and less popularized in Poland. EDLP was the main object and topic of fascination in 2000 but actual practice has gone its separate way. EDLP is in its pure, non-promotional form being practised by few companies. The life that promotions bring into a shop is so significant to its customers that resigning from them would be tantamount to being against the companies interests. Buying alone on its own is boring. Customers therefore demand something to enliven it, cherishing theatre, opportunities and good bargains. Moreover, concentrating only on EDLP is half-way solution since customers are as equally interested in a wider range of services, comfort, accessibility and quality as in prices. Permanently low prices may be satisfactory to some while the lack of promotions may be an estrangement to others. This being the reason why many retail companies choose promotional approaches in their businesses in spite of the numerous of the EDLP comes with. (original abstract)

Słowa kluczowe

PL

Zarządzanie sprzedażą; Przedsiębiorstwo handlowe; Handel detaliczny; Strategia cen; Promocja sprzedaży; Analiza piśmiennictwa ekonomicznego

EN

Sale management; Commercial enterprises; Retail trade; Pricing strategies; Selling promotion; Economic literature analysis

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 2004
• Numer: nr 664
• Strony: 83-98

Twórcy

autor

Dominika Kubacka

Bibliografia

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