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Abstract


Mobil Telekomünikasyon Piyasalarında Fiyatlandırma Stratejileri

The aim of this study is to discuss new and innovative pricing strategies based on basic pricing methods by examining basic pricing processes and taking into account the specific characteristics of mobile telecommunications markets. The study attempts to better understand the pricing processes used in mobile telecommunications markets and does not test any hypothesis or theory. In this context, the objectives of pricing are examined in three categories as profit, sales and status-oriented objectives and the factors affecting the pricing decisions are discussed as internal factors and external factors. Then, pricing methods are considered as three basic methods: cost-based, demand-based and competition-based. Subscription types and invoicing methods are examined which are two of the determining factors of the pricing processes. In this context, the advantages and disadvantages of prepaid and postpaid subscriptions are established and two invoicing methods; calling party pays and receiving party pays are analyzed comparatively. Finally, as the most common pricing strategies in mobile telecommunications markets which are two-part pricing, flat rate pricing, discount pricing, bundling pricing, skim pricing, penetration pricing and cooperative pricing strategies are discussed with examples encountered in mobile telecommunications market of Turkey.



Keywords
Mobile Telecommunications Markets, Pricing Strategies, Calling Party Pays, Receiving Party Pays



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