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Preiserhöhungen erfolgreich im Markt durchsetzen

In: Jahrbuch Markentechnik 2011/2012

Author

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  • Manfred Schmidt

Abstract

Zusammenfassung Ist ein Unternehmen gesund, die Preise der Produkte entsprechen deren Leistungen und werden im Markt angemessen durchgesetzt, dann ist eine Preiserhöhung für die Marke nicht zwingend notwendig. Leider ist es jedoch häufi g der Fall, dass Markenprodukte zu Preisen unter der wirtschaftlich sinnvollen Schwelle angeboten werden. Die harten Bedingungen des Verdrängungsmarktes und die vermeintliche Unmöglichkeit der Weitergabe erhöhter Produktionskosten an den Kunden sind dabei nur zwei der vielen Gründe, warum die Markenführung ihre Produkte unter ihrem Wertniveau anbietet.

Suggested Citation

  • Manfred Schmidt, 2010. "Preiserhöhungen erfolgreich im Markt durchsetzen," Springer Books, in: Alexander Deichsel & Manfred Schmidt (ed.), Jahrbuch Markentechnik 2011/2012, pages 75-88, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6383-3_5
    DOI: 10.1007/978-3-8349-6383-3_5
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