Question
मार्केट स्किमिंग मूल्य निर्धारण रणनीति तथा मार्केट पेनिट्रेशन मूल्य निर्धारण रणनीति
Answer :
Word Count : 1444
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मार्केट स्किमिंग मूल्य निर्धारण रणनीति तथा मार्केट पेनिट्रेशन मूल्य निर्धारण रणनीति विपणन प्रबंधन में अपनाई जाने वाली दो महत्वपूर्ण मूल्य निर्धारण रणनीतियाँ हैं। किसी नए उत्पाद को बाजार में प्रस्तुत करते समय कंपनी के लिए यह निर्णय लेना आवश्यक होता है कि उत्पाद का प्रारंभिक मूल्य कितना रखा जाए। मूल्य निर्धारण केवल लागत और लाभ पर निर्भर नहीं करता, बल्कि बाजार की प्रकृति, उपभोक्ताओं की क्रय-शक्ति, प्रतिस्पर्धा, उत्पाद की नवीनता, मांग की लोच तथा कंपनी के विपणन उद्देश्यों पर भी निर्भर करता है। मार्केट स्किमिंग और मार्केट पेनिट्रेशन दोनों रणनीतियाँ नए उत्पादों के लिए विशेष रूप से उपयोगी हैं, लेकिन इनके उद्देश्य, मूल्य स्तर और लक्षित उपभोक्ता अलग-अलग होते हैं। मार्केट स्किमिंग मूल्य निर्धारण रणनीति में कंपनी नए उत्पाद को बाजार में अपेक्षाकृत बहुत अधिक प्रारंभिक मूल्य पर प्रस्तुत करती है। इसका उद्देश्य उन उपभोक्ताओं से अधिकतम लाभ प्राप्त करना होता है जो नए उत्पाद के लिए अधिक कीमत देने को तैयार होते हैं। बाद में जैसे-जैसे बाजार विकसित होता है, प्रतिस्पर्धा बढ़ती है और अधिक उपभोक्ता उत्पाद को अपनाने लगते हैं, कंपनी धीरे-धीरे कीमत कम कर सकती है। इसे स्किमिंग इसलिए कहा जाता है क्योंकि कंपनी बाजार की ऊपरी परत से शुरुआत करते हुए अधिक भुगतान करने वाले उपभोक्ताओं को लक्षित करती है और उसके बाद अपेक्षाकृत कम कीमत वाले उपभोक्ता वर्गों तक पहुँचती है। इस रणनीति का प्रयोग प्रायः अत्यधिक नवीन, तकनीकी, विशिष्ट या प्रतिष्ठित उत्पादों के लिए किया जाता है। उदाहरण के लिए, कोई कंपनी नया स्मार्टफोन, अत्याधुनिक इलेक्ट्रॉनिक उपकरण या नई तकनीक बाजार में लाती है तो प्रारंभ में उसका मूल्य ऊँचा रखा जा सकता है। ऐसे उत्पादों में उपभोक्ता केवल कीमत को ही नहीं देखते, बल्कि नवीन तकनीक, बेहतर सुविधाओं, ब्रांड प्रतिष्ठा और विशिष्टता को भी महत्व देते हैं। इस कारण कुछ उपभोक्ता अधिक
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