Nichtlineare Preisbildung by Georg Tacke at Bookstore UAE
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Nichtlineare Preisbildung

Nichtlineare Preisbildung


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About the Book

Das Erste Gossensche Gesetz besitzt eine zentrale Bedeutung in der Wirtschaftstheorie. Es besagt, daß der Grenznutzen oder zusätzliche Nutzen eines Gutes mit zunehmender Menge sinkt. Um so erstaunlicher ist es, daß die preispolitischen Implikationen dieses Gesetzes erst in allerjüngster Zeit untersucht worden sind. Um das Problem zu illustrieren, stellen wir uns vor, ein durstiger Wanderer komme an eine Gaststätte. Das erste Glas Bier, das er dort trinkt, stiftet ihm einen höheren Nutzen als z. B. das fünfte Glas. Warum fordert der Wirt angesichts dieser Situation für das erste Glas nicht einen höheren Preis als für das fünfte? Bei einem mengenunabhängigen Einheitspreis verschenkt der Wirt Gewinnpotential, der Wanderer hingegen realisiert eine Konsumenten- rente, d. h. er braucht für bestimmte Einheiten weniger zu zahlen als er bereit wäre. Dies ist in vereinfachter Form die Problemstellung der nichtlinearen Preisbildung. Es geht darum, die Preisstruktur in Abhängigkeit von der gekauften Menge so zu optimieren, daß die Zahlungsbereitschaft der Kunden möglichst weitgehend ausgeschöpft wird und damit deutlich höhere Gewinne als bei einem Einheitspreis erzielt werden. Strategisch ist die nichtlineare Preisbildung der Marktsegmentierung zuzurechnen, wobei sich die Kunden durch ihr tatsächliches Nachfrageverhalten selbst bestimmten Segmenten zuordnen.


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Product Details
  • ISBN-13: 9783409133487
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1989 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 17 mm
  • Weight: 548 gr
  • ISBN-10: 3409133488
  • Publisher Date: 01 Jan 1989
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 298
  • Series Title: Beiträge Zur Betriebswirtschaftlichen Forschung
  • Sub Title: Höhere Gewinne Durch Differenzierung
  • Width: 170 mm


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