Price-sales functions in the product life cycle

Preis-Absatz-Funktionen im Product life cycle – Die Preis-Absatz-Funktionen eines Anbieters sind im Zeitablauf nicht konstant (Carry-over-Effekte, Spekulationseffekte). Im Lebenszyklus der Produkte ändern sich die direkten und indirekten Preis-Absatz-Funktionen und damit auch die direkte und indirekte Preis-Elastizität der Nachfrage. Die direkte Preis-Absatz-Funktion eines neuartigen Produktes kann sich in den einzelnen Lebensphasen beispielsweise wie folgt ändern:

When the product is introduced, the price-sales function has a large and steep monopoly area, ie the demand is inelastic. In the introductory phase, a price reduction results in only a relatively small increase in sales because the market resistance is based less on the high price than on the low level of awareness of the product.

If the advertising and sales expenses are increased, there is a strong increase in demand. The product enters its growth phase and the price-sales function shifts to the right.

In the maturity phase, the monopolistic area of the price-sales function becomes smaller and flatter due to increasing competition, ie demand becomes more elastic. The older the product gets, the weaker the preferences of the customer and thus the weaker the supplier's pricing policy. The price difference compared to the competing products tends towards zero, and the supplier ultimately becomes the volume adjustor for this product.

In the shrinking phase of the life cycle, the price-sales function shifts to the left. In this phase, the provider has to decide whether or not to accept the low market price. If the achievable price is too low, a relaunch with a higher price must be attempted or the elimination of the product initiated. If the relaunch of the product is successful, its price-sales function shifts to the right again.

Wenn das Produkt aus dem Sortiment eliminiert werden soll, beginnt dessen Auslaufphase und die Preis-Absatz-Funktion verschiebt sich weiter nach links bis zum letzten Verkaufstag. Die Veränderungen der Preis-Absatz-Funktion im Produktlebenszyklus erfordern eine phasenspezifische Optimierung der Pricing policy.

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