COLEGIUL AGROINDUSTRIAL UNGHENI

Fisa instructiva nr. 2

Unitatea de curs Marketing II
Unitatea de învățare Politica de preț
Unitatea de conținut: Determinarea unei strategii de preț optime. Rezolvarea testului: Prețul în viziunea marketingului.
Locul de lucru Cabinet
Durata 180 min
Obiectivul dominant formarea/dezvoltarea competentei privind stabilirea strategiei de pret
Obiective operationale
O1. A identifica strategiile de preţ la diferite produse
O2. A alege cea mai optimă strategie de preţ
O3. A formula concluzii privind rezultatele obţinute.
Utilarea locului de lucru
● Rechizite scolare;
● Fisa instructiva nr. 2
Bibliografie
1. PETROVICI, S.; BELOSTECINIC, Gr. Marketing. Chisinau: editura UNIVERSITAS, A.S.E.M., 1998. 380p. ISBN 9975 – 9541 – 0 – 3.
2. CHIRAN, Aurel; GÎNDU, Elena. Marketing agrar: îndrumător pentru aplicaţii practice. Iaşi: Editura Periscop, 1997. 161p. ISBN 973-
96942-6-8.
3. CHIRAN, Aurel. ş.a. Agromarketing. Chişinău: Evrica, 1999. 407 p. ISBN 9975-941-62-1.
Cerintele securitatii muncii si protectiei utilajului
In timpul lucrului eleva(ul) va respecta cerintele instructiunii cu privire la protectia muncii in cabinetul de studiu, inclusiv:
- sa nu fie deranjati ( cu vorba sau cu fapta ) cei prezenti;
- locul de lucru nu va fi parasit fara voia profesorului;
- lucrarea se va indeplini conform cerintelor lucrarii practice.
Sarcina de lucru
1. Reactualizarea conostintelor teoretice referitoare la stabilirea strategiei de pret 10 min
2. Rezolvarea situatiilor de probleme propuse 160 min
3. Prezentarea, controlul si sustinerea darii de seama 5 min
4. Analiza gradului de atingere a obiectivelor 5 min.
Succesiunea si continutul indeplinirii sarcinilor
Termenii cheie:
• Preţ
Unitate ce este folosita pentru efectuarea schimbul intre indivizi.
• Cerere
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• Concurenţă
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Răspundeți la întrebările de control:
1. Enumerați factorii ce influențează prețul.
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2. Enumerați funcțiile prețului.
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3. Clasificați strategiile de preț.
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Problema 1
Sa se precizeze ce produs va fi exportat si ce stategie de pret va alege o societate comerciala ce are posibilitatea sa exporte
unul din cele doua produse cuprinse in tabel, cu costurile aferente, daca probabilitatea unei conjuncturi favorabile este de 0,7
iar cea a unei conjuncturi nefavorabile este de 0,3.
Produsele,costurile fixe si directe
Produsul Costuri fixe ( mln lei ) Costuri directe ( lei/bucata )
A 4 10
B 5 8
Produsele, preturile si vinzarile
Produsul Strategia de pret Pret de vinzare ( lei/buc) Vinzari ( mii bucati )
Conj. Fav. Conj. Nefav.
A - inalt 28 400 100
- modern 25 500 250
-scazut 22 600 400
B - inalt 25 500 250
- modern 23 600 300
- scazut 21 680 350
Situaţia încasărilor pentru produsele A şi B
Produsul Strategia de pret Pret de vinzare În condiţiile conjucturii
( lei/buc) Favorabile Nefavorabile

A - inalt
- modern
-scazut
B - inalt
- modern
- scazut
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Situaţia costurilor pentru produsele A şi B
Produsul Strategia de pret Favorabil cost (mln lei) Nefavorabil cost (mln lei)
Fixe Directe Total Fixe Directe Total
A - inalt
 - modern
-scazut
B - inalt
- modern
- scazut
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Încasările, costurile şi profitul produselor Aşi B
Produsul Strategia de pret Favorabil Nefavorabil
Încasări Costuri Profit Încasări Costuri Profit
A - inalt
- modern
-scazut
B - inalt
- modern
- scazut
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Problema 2
Sa se precizeze ce produs va fi exportat si ce stategie de pret va alege o societate comerciala ce are posibilitatea sa exporte
unul din cele patru produse cuprinse in tabel, cu costurile aferente, daca probabilitatea unei conjuncturi favorabile este de 0,8
iar cea a unei conjuncturi nefavorabile este de 0,2.
Produsele,costurile fixe si directe

Produsul Costuri fixe ( mln lei ) Costuri directe ( lei/bucata )

A 10 60
B 11 70
C 12 80
D 15 100
Produsele, preturile si vinzarile

Produsul Strategia de pret Pret de vinzare ( lei/buc) Vinzari ( mii bucati )

Conj. Fav. Conj. Nefav.
A - inalt 750 5000 1100
- modern 520 6000 2300
-scazut 400 7000 3600
B - inalt 680 4000 2000
- modern 480 6000 3000
- scazut 390 8000 4100
C - inalt 800 3500 1200
- modern 550 5500 2800
-scazut 410 9000 3000
D - inalt 850 4500 1500
- modern 570 7000 4200
-scazut 440 9000 6000

Situaţia încasărilor pentru produsele A şi B

Produsul Strategia de pret Pret de vinzare În condiţiile conjucturii
( lei/buc) Favorabile Nefavorabile
 A - inalt 750 3750 825
- modern 520 3120 1196
-scazut 400 2800 1440
B - inalt 680 2720 1360
- modern 480 2880 1440
- scazut 390 3120 1599
C - inalt 800 2800 960
- modern 550 3025 1540
-scazut 410 3690 1230
D - inalt 850 3825 1275
- modern 570 3990 2394
- scazut 440 3960 2640

Ai=750∗3750000=¿
Am =¿520*3120000=
A s=400*2800000=
Bi=680*2720000=
Bm=480*2880000=
Bs =390*3120000=
C i=800*2800000=
C m=550*3025000=
C s=410*3690000=
Di=850*3825000=
Dm=570*3990000=
Ds =440*3690000=

Situaţia costurilor pentru produsele A şi B

Produsul Strategia de pret Favorabil cost (mln lei) Nefavorabil cost (mln lei)
Fixe Directe Total Fixe Directe Total
A - inalt 10 300 310 10 66 76
- modern 10 360 370 10 138 148
-scazut 10 420 430 10 216 226
B - inalt 11 280 291 11 140 151
- modern 11 420 431 11 210 221
- scazut 11 560 571 11 287 298
C - inalt 12 280 292 12 96 108
- modern 12 440 452 12 224 236
-scazut 12 720 732 12 240 252
D - inalt 15 450 465 15 150 165
- modern 15 700 715 15 420 435
- scazut 15 900 915 15 600 615
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Încasările, costurile şi profitul produselor Aşi B
Produsul Strategia de pret Favorabil Nefavorabil
Încasări Costuri Profit Încasări Costuri Profit
A - inalt 3750 310 3440 825 76 749
- modern 3120 370 2750 1196 148 1048
-scazut 2800 430 2370 1440 226 1214
B - inalt 2720 291 2429 1360 151 1209
- modern 2880 431 2449 1440 221 1219
- scazut 3120 571 2549 1599 298 1301
C - inalt 2800 292 2508 960 108 852
- modern 3025 452 2573 1540 236 1304
-scazut 3690 732 2958 1230 252 978
D - inalt 3825 465 3360 1275 165 1110
- modern 3990 715 3275 2394 435 1959
- scazut 3960 915 3045 2640 615 2025
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Elaborați un test cu 5 itimi.

Concluzii generale.
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Elevul, grupa ____________________________________________

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