Interdependencias entre la heurística y la estrategia de precios: una aplicación para productos de alimentación de gran consumo

Tradicionalmente, la investigación sobre heurísticas de precios se realiza de forma desvinculada de las estrategias de comunicación en las que se enmarcan los productos y servicios. Este estudio plantea la pregunta de si la heurística de precios funciona de forma similar y es igualmente efectiva para distintas estrategias de comunicación de precios. Concretamente, explora el papel que ejerce la heurística de anclaje de precios en la estrategia value pricing y su impacto en el valor percibido, así como la sensibilidad al precio del producto. Para ello se diseñó un estudio experimental con una muestra de 500 personas, donde el 50% de los participantes fueron expuestos a una condición de anclaje de precio referencial y el 50% restante no fue sometido a esta condición. El estudio se realizó en la categoría de pan de molde con dos productos de pan de la misma marca y línea, con estrategia de precios value pricing y un grupo de control. Los resultados identifican un efecto inverso de la heurística de anclaje en el valor percibido y en la sensibilidad al precio. Este estudio contribuye al desarrollo de la disciplina del neuropricing y la heurística de precios y los resultados tienen implicaciones para los gerentes de comunicación y marketing que desarrollan políticas de precios basados en el valor e interesados en pricing y neuropricing en general.

FISILIBILITY STUDY PENAMBAHAN VILLA PADA PT. BAGUS AGRO PELAGA DI KABUPATEN BADUNG (DENGAN PENDEKATAN ASPEK KEUANGAN DAN PEMASARAN)

Tujuan penelitian ini adalah mengetahui layak tidaknya investasi penambahan villa yang dilakukan PT. Bagus Agro Pelaga ditinjau dari aspek pemasaran dan keuangan, dengan teknik analisis menggunakan Market Share, Payback Period, NPV Profitability Index, IRR, dan Average Rate of Return. Strategi pemasaran yang digunakan ialah mempertahankan tingkat kepuasan pelanggan yang tinggi, relationship marketing, dan penyiapan produk komplementer dengan konsep one stop shopping. Strategi penetapan harga yang digunakan adalah berdasarkan perceived value pricing yaitu harga ditentukan oleh kesan pembeli (persepsi) terhadap produk yang ditawarkan, dengan harga yang kompetitif sehingga semua pelanggan dapat terlayani dengan baik, dengan strategi promosi yang dilakukan berupa periklanan (advertising), personal selling, dan public relation. Hasil pengukuran aspek keuangan menunjukkan bahwa Payback Period = 5 tahun; Net Present Value positip = Rp. 9.201.370.532,-; Profitability Index = 2,06; Internal Rate of Return = 26,12% dan Average Rate of Return = 36%. Ditinjau dari berbagai aspek studi kelayakan yang diteliti, dengan lebih mendalam pada aspek pemasaran dan keuangan menunjukkan hasil yang positip. Sehingga rencana investasi penambahan villa pada PT. Bagus Agro Pelaga layak untuk dilaksanakan.

The General Concept of the Revenue Model for Sustainability Growth

Since revenue streams provide financial stability for business development, companies are tasked with conducting an individual revenue model, that ensures their healthy and sustainable growth. Therefore, it is important to take into account the manner of creating revenues. This initiative relates to the revenue generation mechanism which describes how revenue is generated from the offer. Our research aims to find out whether the number of revenue streams (scope of the revenue model) and other financial and production indicators can predict the amount of revenue, as well as which factors can predict the scope of the revenue model. Concurrently we have focused on analyzing the sources of revenue streams and have selected key business variables in the wine producing industry. This sector had been selected as there is a significant difference between revenue streams based on manufacturing and those based on tourism activities. This concept was created by using theoretical knowledge about the value, pricing and segmentation. The goal of our research article was to design the General Concept of the Revenue Model and to identify variables with a strong influence on it. Results of the multiple linear regression analysis confirmed the significant influence of particular predictors on the scope of the revenue model, whereby the model explains up to 80% of the variance.

Management of the potential of tourism destinations

Purpose. The aim of the study is to develop the parameters of capacity utilization assessment and innovative development of tourist destinations at the expense of the created tourist product of the destination; studying the basic principles of its formation. Methodology of research. The empirical methods of research are used in the course of the research, namely: the method of generalization – when forming a multi-vector approach to the development of tourist destinations; the method of expert assessments – when positioning the tourist product in the tourism system; method of classification and system analysis – in the study of innovativeness of components of the tourist product. Methods of analysis and synthesis, scientific generalization and comparison – when researching data of scientific sources (monographs, articles of domestic and foreign scientists), as well as open sources of statistical information and official data of forums, ratings, international tourist barometer are used in the research process. Findings. As a result of research the problems of assessment of tourism potential are updated as a source of innovative development of tourism; indicators and methods of measurement are analyzed; definition of the category “innovative potential of tourism” is substantiated and a model of its evaluation at different levels of implementation, with various forms of interpenetration and facilities of influence, implementation of effectiveness, perception and realization of the potential of tourism enterprises is presented. The proposed valuation tools that allow to use the tourism resource potential of the country / region / destination have a positive impact on the value pricing of exhaustible resources for sustainable tourism development, allow forming capital resource potentially attractive resorts that will affect their investment and reputational status. At the end of the article the factors of formation of innovative tourist product of destination as an effective tool of realization of tourist potential of the region are offered. Originality. The complementary factors of influence on the formation of a tourist destination management system by realizing existing and enhancing effective development potential are determined. Unlike the existing ones, these factors make it possible to estimate the direct and indirect contribution of tourism in the country's GDP by exploiting existing and enhancing excellent tourism potential. Practical value. The proposed structure and content of the tourist product of the destinations, its innovative component is the basis for the formation of the product strategy of the destination product, raising its competitive status, sustainable development. Key words: tourism potential; innovative development; evaluation of tourism potential; tourism product; destination.

Evaluation of market growth rates based on analysis of cadastral record-keeping in different periods

The article proposes a method for evaluating the growth rate of the real estate market, the method being derived from the joint normal law of distribution of price logarithms applied to cadastral value. Pricing factors are considered both as qualitative and continuous ones. Qualitative factors are used to divide sets of objects into clusters. Analysis of two-dimensional distributions of cadastral values and dependencies that are derived from them (including growth rates) is carried out for each cluster separately. The proposed method involves the use of large amounts of data, which do not allow applying the usual methods of testing statistical hypotheses immediately. A method of testing large two-dimensional samples for joint normality is proposed for the two-dimensional samples of cadastral (and market) values. All examples are based on a comparison of the results of cadastral valuation of built-in commercial real estate in St. Petersburg in 2015 and 2018.

Models of the Yield Curve and Term Structure

This chapter presents an overview of the modern state of term structure modeling techniques. It provides an analytical framework that is applicable to all short rate models and considers them from the point of view of the classic approach of pricing by replication. The market price of risk and its relation to the drift of a short rate model are important considerations in modeling the term structure. The notable short rate models used in the industry for relative value pricing are introduced with a brief description of the class of affine short rate models employed for forecasting the real-world dynamics of bond prices. The chapter also includes a description of the Heath-Jarrow-Morton derivative pricing framework and an analysis of the LIBOR market model.

Yellow Brick Roadmap to Demand-Based Parking Pricing: Findings from Washington, D.C.

Washington, D.C. (the District) has been a national leader with its progressive approach to parking management. Owing to the District’s strong housing and employment growth over the past decade, the District Department of Transportation (DDOT) needs a program to balance the competing parking needs of residents, commuters, visitors, and businesses. Using Federal funding from the Federal Highway Administration (FHWA) Value Pricing Pilot Program, DDOT planned and implemented a demand-based parking pricing pilot program in the Penn Quarter and Chinatown neighborhoods. The results of the pilot program confirmed that demand-based pricing programs can be both cost-efficient and effective, and highlighted a path to expanding demand-based pricing Districtwide. Using lessons learned from this project, practitioners will be better prepared to plan their own demand-based pricing programs, positioning themselves to effectively balance parking supply and demand in their own communities. The paper discusses the impacts of demand based pricing on a range of metrics such as parking search times, cruising, occupancy, and length of stay. It also assesses the impacts of the strategies on the larger transportation system and the study area.