Prissætningen

Prissætningen, or pricing, is the process by which a seller determines the selling price of a product or service. The objective is to set a price that reflects the perceived value to customers while covering costs and supporting strategic goals such as profitability, market share, or brand positioning.

Several factors influence the chosen price, including fixed and variable costs, demand and price elasticity, perceived value, competitive landscape, and legal or ethical considerations. External conditions such as seasonality, supply constraints, and channel terms can also affect pricing decisions.

Common strategies encompass cost-based pricing (adding a markup to costs), value-based pricing (pricing according to customer perceived value), and competition-based pricing (aligning with rivals). Other approaches include dynamic or optimized pricing, psychological pricing, penetration pricing, price skimming, and bundling.

A typical prissætningsprocess involves defining objectives, analyzing costs and margins, assessing demand and willingness to pay, selecting an approach, setting the price, and implementing monitoring. Prices are reviewed regularly and adjusted in response to sales data, elasticity estimates, and market changes.

Ethical and regulatory considerations include avoiding price fixing and deceptive practices, complying with consumer protection laws, and ensuring fairness across customer segments. Pricing decisions also interact with marketing, distribution, and long-term brand effects.