Summary of KOTLER CAPÍTULO 11 😊 (11.4) | Cómo subir o bajar LOS PRECIOS DE LOS PRODUCTOS | Fijación Precios

00:00:00 - 00:10:00

Kotler discusses the decision of whether to raise or lower prices on products. He talks about how changes in prices does not always have an impact on demand for products, and how pricing decisions can lead to different consequences. He also presents four reasons that competitors might think that you are raising prices.

• 00:00:00 In this video, love discusses the decision of whether to raise or lower prices on products. Four circumstances that lead to pricing decisions are discussed, and the opposite situation of pricing down is also discussed. The video also discusses the potential consequences of pricing decisions.
• 00:05:00 Kotler discusses how changes in prices does not always have an impact on demand for products. When there is an inelastic demand curve, quantity demanded does not change much when prices change. This could lead to an increase in profits if prices are raised, but it also means that our contribution to costs starts to fall, which can lead to different reasons for price increases, such as changes in the exchange rate. Internal action must focus on communicating this to consumers, as they are more likely to understand these extreme circumstances if they are warned in advance. Taking care not to create an excessive demand for our products is also important, as it can lead to sales falling and even be harmful to our own business. Kotler presents four reasons that competitors might think that we are raising prices to gain an advantage in the market. First, they may think that we are trying to increase our market share. Second, they may think that our company is in a tight spot and that we need to quickly move products off the shelves in order to survive. Third, they may think that we are trying to stimulate sales in general by lowering prices. And last, they may think that we are trying to drive down the prices of all products in the market, which would benefit us more than our
• 00:10:00 In this video, Kotler discusses how to lower or raise prices in the market. Take care when competing with aggressive competitors, as they may react to your actions. Thirdly, consider the consumer and competitors' reactions to your actions, as well as your own reaction. Finally, consider introducing a fighting brand, which has a lower price point and strategic marketing to compete with lower-priced products.