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Sachliche Preisdifferenzierung Beispiel Essay

Preisdifferenzierung Definition

Preisdifferenzierung bzw. Preisdiskriminierung ist ein Instrument der Preispolitik bzw. des Marketings. Preisdifferenzierung bedeutet, dass ein Unternehmen nicht einen für alle gültigen Einheitspreis für sein Produkt hat, sondern zu unterschiedlichen Preisen verkauft, um die Preisbereitschaft / Zahlungsbereitschaft und das Budget verschiedener Käufergruppen anzusprechen.

Arten der Preisdiskriminierung sind z.B.:

  • räumliche Preisdifferenzierung: z.B. werden PKW-Modelle in verschiedenen Ländern zu unterschiedlich hohen Preisen angeboten (z.B. auf der Kaufkraft der Länder basierend); auch die Benzinpreise sind nicht an jedem Ort in Deutschland zu einem bestimmten Zeitpunkt gleich hoch. Die räumliche Preisdiskriminierung setzt letztlich voraus, dass die Kunden sich die Produkte nicht leicht an einem anderen Ort besorgen können (wären Bücher in Köln günstiger als in München, könnte ein Münchner Kunde sie sich einfach zusenden lassen – bei Benzin und PKWs ist das schon umständlicher);
  • zeitliche Preisdifferenzierung: Frühbucherrabatte, Last-Minute-Angebote, Happy Hour, Winter-"Sale", etc.
  • personelle Preisdifferenzierung (nach Kundengruppen): Studenten erhalten Zeitungsabos günstiger, Schüler zahlen weniger im Freibad, Beamte erhalten günstigere Versicherungen, Unternehmen haben günstigere Einkaufspreise für Büromaterial als Privatkunden, Kundenkarteninhaber erhalten besondere Rabatte etc.;
  • nach Mengen: Mengenrabatte, "6 Flaschen Wein, nur 5 Flaschen bezahlen", Naturalrabatte;
  • nach Absatzwegen: das identische Bier beim Discounter wird (in neutraler Verpackung) günstiger als das gleiche "Markenbier" im Fachhandel verkauft (sog. verdeckte Preisdifferenzierung);
  • sachliche Preisdifferenzierung: nach dem Verwendungszweck, z.B. Heizöl und Diesel oder Alkohol (für Schnaps etc. oder Reinigungs-/Desinfektionsmittel);
  • leistungsbezogene Preisdifferenzierung: z.B. 1. und 2. Klasse-Tickets oder Gold-, Silber-, Bronze-Kreditkarten oder Basis- und Premiumsoftware etc.; dies ist keine Preisdifferenzierung im engeren Sinne, da keine komplett identischen Produkte vorliegen, aber die Produkte liegen nahe beieinander im Vergleich zu den Preisunterschieden und auch hier werden unterschiedliche Zahlungsbereitschaften abgeschöpft.

Alternative Begriffe: Preisdiskriminierung.

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