Kupon rabatowy i jego funkcja ekonomiczna

• Autorzy: Bogdan Rogoda

Warianty tytułu

The Discount Coupon and its Economic Function

• Języki publikacji: PL

Abstrakty

Celem niniejszego artykułu jest przeanalizowanie funkcji ekonomicznej rabatu kupowanego z perspektywy przedsiębiorstwa, a w szczególności ustalenie, czy stanowi on narzędzie polityki promocyjnej z zakresu promocji sprzedaży, czy polityki cenowej. Rozstrzygnięcie tego problemu ma znaczenie nie tylko teoretyczno-poznawcze, ale również użytkowe, ponieważ wpływa na decyzje dotyczące strategii stosowania rabatu, a zwłaszcza jego horyzontu czasowego. (fragment tekstu)

EN

The discount coupon may be treated both as a promotional tool and as a price discrimination mechanism. Thanks to coupons acquired outside the place of sale, but available without formal restrictions, the autosegmentation of customers can occur. This form of price differentiation may be applied even in the case of completely different segments; it provides the company applying it with higher profits and, at the same time, significant protection against price arbitration. Of key importance to using discount coupons as a tool for price differentiation is the switching coefficient, which defines the propensity of clients with low price sensitivity to take advantage of discount coupons. If the value of this coefficient is stable or diminishing over time, then the discount coupon may be used as a strategy for differentiation without restriction. The danger that differentiation using coupons will be less effective than a uniform price occurs when the switching coefficient increases over time. This implies a decrease in the optimum size of the discount and a simultaneous decrease in profit. However, profit may fall below its uniform price level if the increase in revenues achieved thanks to price differentiation is lower than the cost of distributing coupons. In such cases, discount coupons should be treated as a promotional tool and their time horizon restricted. This will occur most frequently in relation to coupons that are printed in newspapers or distributed in the form of flyers. However, companies that distribute coupons via the Internet can reduce this risk to a minimum. In practice, when coupons are distributed on the Internet, the costs of printing them (i.e., variable costs) are transferred to the customer, and the company incurs only minor fixed costs related to expanding its website. (original abstract)

Słowa kluczowe

PL

Marketing; Formy promocji; Metody promocji; Techniki promocji

EN

Marketing; Promotion forms; Promotion methods; Promotion techniques

• Czasopismo: Zeszyty Naukowe / Uniwersytet Ekonomiczny w Krakowie
• Rocznik: 2009
• Numer: nr 799
• Strony: 173--187

Twórcy

autor

Bogdan Rogoda

• Uniwersytet Ekonomiczny w Krakowie

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