Primeiro, recordar os números de Marn e Rosiello sobre o impacte do preço no lucro:
Depois ler estes trechos retirados de “No Company Ever Went Broke Turning a Profit” de Hermann Simon:
"Given its extraordinary role as a profit driver and its unusual effectiveness as a marketing instrument, one would expect that entrepreneurs and top managers pay a lot of attention to price. But in practice, that is often not the case. Instead, cost is what preoccupies managers’ thinking and consumes most of their energy. Volume—driven by marketing instruments such as advertising and sales—also tends to attract more management attention than price. Many companies do not treat price with the professionalism and seriousness it warrants.
...
A price increase of 1% is relatively small, but its effects on profits vary dramatically.
...
In one project for an industrial supplier we recommended an “anti-discount” incentive. When salespeople granted smaller discounts, their commissions would rise. The new system worked quickly and effectively. Within three months, the average discount granted by salespeople declined by 2% points, without any losses in volume or customers. That is the equivalent of a price increase of 2% with no volume decline. The resulting profit increase was 16%, which corresponds to a profit elasticity of price of 8. In absolute terms the profit increase was more than $100 million. Price is an extremely effective profit driver. That makes optimizing price worthwhile."
Sem comentários:
Enviar um comentário