Einordnung, Aufgaben und Rahmenbedingungen der Preiskommunikation

Kalka, Regine; Krämer, Andreas

doi:10.1007/978-3-658-28028-4_1

Cited by 3 publications

(2 citation statements)

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“…", "If I now compare the time spent and the turnover, then perhaps it was still a deal in which we earned money. " Previous research suggests that the PWYW method can lead to high customer acceptance, although the so-called price discrimination aims to sell the same good at different prices (Kalka & Krämer, 2020). This approach suggests that higher sales and profits can be achieved than, for example, with uniform price bids (Kalka & Krämer, 2020).…”

Section: Resultsmentioning

confidence: 99%

“…Previous research suggests that the PWYW method can lead to high customer acceptance, although the so-called price discrimination aims to sell the same good at different prices (Kalka & Krämer, 2020). This approach suggests that higher sales and profits can be achieved than, for example, with uniform price bids (Kalka & Krämer, 2020). Certainly, not every customer is willing or able to name a price.…”

Section: Resultsmentioning

confidence: 99%

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Sales Experiment of a Newspaper Publisher: "Pay What You Want"

Bruns

2021

PEB

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Digitalization poses great challenges for companies and especially for newspaper publishers. Due to the large number of digital competitors on the advertising market, media companies are forced to proactively win customers. A major German media company has thus dared to experiment and put the question of pricing for booking newspaper advertising in the hands of its customers. With the so-called "pay what you want" (PWYW) payment model, customers can be won and additional budgets spent. This paper explores the question of whether PWYW is a suitable sales model for newspaper companies and which factors have an influence. The results of the interviews with those involved show solutions, opportunities, problems and that additional turnover can be generated.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%