Capítulo 14 Fijación de Precios

7/28/2019 Captulo 14 Fijacin de Precios

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H@DEDO Ehots Hphs h Haphsks Doovkks h ck EaodkYkchoedkok -EHHD EY$

@DRHEEDO Ehots Hphs h Haphsks Doovkks h ck EaodkYkchoedkok -EHHD EY$

Ho ck hckbkedo h hsth eahot mk pktdedpk ck haphsk HUDEBsdohss ) Akghtdol Uemc

2>>= @H HUPK H@DEDO Ehot Hph h Haphsks Doovkks h Ykchoedk -EHHD Ykchoedk$Kvk/ Bhokao Ikogcdo# ;2/ ^ke Pheoclde094=> ^kthok -Ykchoedk$

@DUHJ @hbksh Hstu`dj Lrej

AK[XHPKEDO Oht hstd ehktdv# U/C/

@HRHEMJU RHUHRYK@JU [hk dlskahoth pmdbd# shlo ktdkedo hsedtk h cs tdtckhsh Epdlmt# bk ok skoedo hstkbchedk p Ch# ck hpeedo ttkc pkedkc h hstk bk p ekcqdh ahd pehdadhot# doecdksck hplkik tktkadhot doiatde ck dstdbedo h hhapckhsahdkoth pstka pbcde/

Hsth Akokc sh mk hdtk lkedks kc kp phstk p hc DA^DYK-Dostdtt h ck Ahdkok hqhk Dostdk h ck Lhohkcdtkt Ykchoedkok$k tkvs hc Eovhod sdolck h eckbkedo pkk hc hskcc hc^lkak h Ksdsthoedk kc Haphoh/


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;0Akoukc

Idfkedo

`hprhedjs

www/hehhd/eawww/haphohaots/hs


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5/34

Do`dehD o ` d e h

5;

52

; DA^jrPKOEDK y jBfHPDYjU `H CKU `HEDUDjOHU UjBrH ^rHEDjU/

;/; `HIDODEDO `H ^rHEDj

;/2 CK DA^jrPKOEDK H HUPKBCHEHr uOK HUPrKPHLDK H rHEDjU

K`HEuK`K

;/5 IKEPjrHU [uH DOICuyHO HO CK `HPHrADOKEDO `H CjU ^rHEDjU

;/5/; IKEPjrHU DOPHrOjU

;/5/2 IKEPjrHU HxPHrOjU

2 ^rjEH`DADHOPjU `H IDfKEDO `H ^rHEDjU

2/; HOIj[uH BKUK`j HO CjU EjUPHU

2/;/; CK IDfKEDO `H ^rHEDjU UjBrH CK BKUH `H EjUPH AUAKrLHO

2/;/2 IDfKEDO `H ^rHEDjU `H KEuHr`j EjO uOK PKUK `H

rHOPKBDCD`K` jBfHPDYj

2/;/5 KOCDUDU `H ûOPj AuHrPj

2/;/0 ^rHEDjU UHLO EurYK `H Hx^HrDHOEDK

2/2 HOIj[uHU BKUK`jU HO HC ECDHOPH y HO CK EjA^HPHOEDK

5 CK ^HrEHÊDO `H ^rHEDjU

0 HUPrKPHLDKU `H ^rHEDj

0/; HUPrKPHLDKU BKUK`KU HO CjU jBfHPDYjU `H CK HA^rHUK y

EKrKEPHrUPDEKU `HC ^rjùEPj

0/;/; HUPrKPHLDKU `H ^rHEDjU `DIHrHOEDKCHU

0/;/2 HUPrKPHLDKU EjA^HPDPDYKU

0/;/5 HUPrKPHLDKU `H COHK `H ^rjùEPjU

0/2 HUPrKPHLDKU BKUK`KU HO HC EDECj `H YD`K `HC ^rjùEPj

0/2/; IDfKEDO `H ^rHEDjU HO CK HPK K `H DOPrjùEEDO `H

uO OuHYj ^rjùEPj

0/2/2 IDfKEDO `H ^rHEDjU ùrKOPH CK HPK K `H ErHEDADHOPj

0/2/5 IDfKEDO `H ^rHEDjU ùrKOPH CK HPK K `H AKùrHz

0/2/0 IDfKEDO `H ^rHEDjU ùrKOPH CK HPK K `H `HECDYH

8 DOPHrOHP y CK IDfKEDO `H ^rHEDjU


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vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrg

dol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y a

krghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks

IDFKEDO @H^RHEDJU

ghtdol vhotks y akrghtdol vhotks

akrghtdol vhotks y akrghtdol vh

tks y akrghtdol vhotks y akrghtdo

vhotks y akrghtdol vhotks y ak



tks y akrghtdol vhotks y akrghtdovhotks y akrghtdol vhotks y ak






akrghtdol vhotks y akrghtdol vhtks y akrghtdol vhotks y akrghtdo






ghtdol vhotks y akrghtdol vhotksakrghtdol vhotks y akrghtdol vh






vhotks y akrghtdol vhotks y akghtdol vhotks y akrghtdol vhotks






tks y akrghtdol vhotks y akrghtdovhotks y akrghtdol vhotks y ak



tks akrghtdo vhotks akrghtdo

d

t

d

t


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ol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akr

ghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks

akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotkIDFKEDO @H ^RHEDJU

;

;/; @hidodedo @h prhedjXok pjsdbch `hodedo `h prhedj pj`rk shr hc skerdedj ho

tados aohtkds qh ok phsok hbh mkeh pkkkqdd o pet shvded/ Hc phed hs ok vkdkbch qhrhhfk cjs vkcjrhs quh uo `hthradok`j ejosuad`jr jtjrlk k

o pet shvded# pdho hphshotk tkot ktdbtstkoldbchs -tdcdk# kedo# ekcdk# hte/$ ea dotkoldbchs

-daklho# dspodbdcdk# shvded doecd# hte$/;

Cs vkchs ksedks k o pet vdhoho hthadoks#o sc p cs ktdbts ppds hc pet# sdo p cspets sstdttdvs eapchahotkds ihtks hohc ahek# c qh mkeh qh hc eoehpt h vkc h opet o shk eostkoth ho hc tdhap/ Hdstho oahssikeths tkot dothos ea hthos k ck haphsk qh cpuh`ho aj`dekr y pjr cj tkotj hs ohehskrdj k`kptkr ouhstrks

hstkthldks h pheds k cks ohvks sdtkedohs/

Hc phed hs ck vkdkbch qh hthadok sd o ecdhothkqdhh o o pet/ Ud hc vkc phedbd p hceosad hs ak qh hc phed hsth c eapk ho eks eotkd o/


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=

;/2 Ck dapjrtkoedk @h hstkbChehruok hstrkthldk @h prhedjs k@h!euk@kCk hthadokedo h cs pheds hs o mhem h hsphedkchchvkoedk ho ck haphsk# ph k aho c mkehash iak bkstkoth dotdtdvk sdo phosk hehsdvkahoth hocks dapcdekedohs qh tdhoh ok ehetk hstkthldk hpheds/

K ck mjrk `h fkr uo prhedj# `hbhajs phoskr quh hs ckodek vkdkbch hc Akghtdol Ad qh pvek ok hke!edo doahdktk sbh cs dolhss# adhotks cks hstkothsspoho lksts dovhsdohs qh sc eo hc tdhappo tkedsh ho akhs vhotks/

Ekcqdh vkdkedo ho hc phed# spoh ok hsphstkdoahdktk p pkth hc eosad# p c tkot ok kh!euk`k hstrkthldk `h fkedo `h prhedjs hs iuo`kahotkc

pkk cs hsctks h ck haphsk/

uo dhetdv hbh hthadok c qh tktk h kcekok eook hedsdo pktdeck sbh pheds# hstks hedsdohshbho hckedoksh hsthemkahoth eo cs bhtdvslcbkchs h ck haphsk/

Oj jbstkoth# k o `h pj`hr ijrauckr sus jbfhtdvjs# hc

dhetdv ohehsdtk eaphoh ho tk s piodkhc hoto h pheds h s pet# hs hed hvkckss esths# ck shosdbdcdk kc phed# ck eaphthoedk ckscdadtkedohs chlkchs/

Ck iak as hihetdvk h ahk ck hotkbdcdk hck haprhsk hs fkr cjs prhedjs `h ijrak k`heuk`k/

;/5 iketjrhs quh doiCuyho ho Ck@hthradokedo @h Cjs prhedjs

Ykas k hoahk ok shdh h ikeths k eosdhk

k ck mjrk `h uok k`heuk`k fkedo `h prhedjs

dstdoldho hoth6

Iketjrhs Dothrojs6! jbhtdvs h ck haphsk! Hstkthldk h cks vkdkbchs hc Akghtdol Ad! Esths

Iketjrhs Hxthrojs6! Oktkchk hc ahek ck hakok! Eaphthoedk! jts ikeths hc hoto -Heoak# lbdho#

dothahdkds# hte/$;/5/; iketjrhs dothrojs

Ykas k eosdhk ikeths dothos ea kqhccs ks!phets sbh cs qh ck haphsk tdhoh ekpkedk h do!udr y quh ejo`dedjoko kc prhedj `h cjs prj`uetjs y shrvd!eds/ Bsdekahoth cs phas klpk ho ths lkohsbcqhs6 cs bhtdvs h ck haphsk# ck hstkthldk h cksvkdkbchs hc Akghtdol Ad cs esths/

Jbfhtdvjs `h ck haprhsk

Koths `h fkr uo prhedj# ck haprhsk hbhrk prhluotkrsh

ekc vk k sh ck hstkthldk lcbkc pkk s pet/ Kothhc ckokadhot h o pet# ck haphsk hbh dhotd!ekr su pbcdej jbfhtdvj y pjsdedjokrcj k`heuk`kahoth#

pjr tkotj# cks `hedsdjohs sjbrh ck fkedo `h prhedjs hs !to ho lko ahdk hthadokks p ck pedo h psd!edokadhot hchldk/

^has klpk cs bhtdvs as eaohs phshld!s p cks haphsks bk ck sdldhoth tdpclk6 sph!vdvhoedk ho hc ahrek`j# akxdadzkr cjs bhohedjs# ejo!shld ok hthadokk etk h ahek cdhklho ekcdk/

Hc bhtdv h suphrvdvhoedk ho hc ahrek`j suhch fkrsheko cks haphsks sh hoihotko k pbchaks hsbh!ekpkedk# k ihths phsdohs h eaphtdhs k o eaptkadhot ekabdkoth h cs eosadhs/

^kk ph lkkotdk ck sphvdvhoedk# ok haphsk


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4

puh`h fkr uo prhedj bkfj ejo ck hsphrkozk `h vhr ks

kahotk ck hakok h s pet/ Adhotks# hbhbsek hc a h ppedok k s pet o vkckkd p hc qh cs eosadhs hsto dsphsts kpklk as# phpkksh pkk hskpkheh/

Hc bhtdv h akxdadzkr cjs bhohedjs spoh mkehok hstdakedo h ck hakok esths pthoedkchs kdihhoths pheds pkk hchld kqhcck pedo qh p!`ueh hc axdaj bhohedj/

Eoshld ok `hthradok`k eujtk `h ahrek`j shchcchvk kpkhk o phed c as bk psdbch/

^ ctda hc cd`hrkzlj ho ekcd`k`supjoh fkr uo prhedjkct qh ebk ck kctk ekcdk cs hchvks esths hohskcc h doovkedo/

Kcloks haphsks tkabdo phho pckothksh bhtdvsas eoehts6

Idfkr prhedjs bkfjs pkrk hvdtkr ck hotrk`k `h eja!phtdhs ho hc ahek # p hc eotkd# phhofkr cjs prhedjs kc odvhc `h cjs `h sus ejaphtd`jrhs

pkk hstkbdcdk hc ahek/ Cjs prhedjs puh`ho fkrsh phosko`j ho akothohr

ck `hcd`k` y hc kpjyj `h cjs `dstrdbud`jrhs/

Cjs prhedjs puh`ho bkfkrsh thapjrkcahoth pkrk

ekptk ck kthoedo h cs eosadhs sbh opet pkk ekptk as ecdhoths ho hc pot hvhotk/

Pkabdo sh puh`h fkr hc prhedj `h uo prj`uetj ejo

ck dothoedo h doehahotk cks vhotks h t p!et h ck adsak cohk/

O bstkoth hdstho hthadokks lkodkedohsqh p s eketh pbcde p o thoh oda hce phho kptk ts bhtdvs h pheds adihhoths# p hhapc# ok odvhsdk phthohok hephkedo pkedkc h cs esths sh sdhapheosedhoth qh hbh kpksh ho cks kks pbcdeks okedohs pdvkks pkk siklk hc hst/

Cs bhtdvs ahoedoks o so atkahothhechoths/ Cks haphsks phho thoh dihhothsbhtdvs h pheds# kclos h cs ekchs phhouskrsh `h ijrak ejabdok`k/ ^jr hfhapcj# sd ojs fkajs

ho hc shet h cs esatdes hc s h o phed kct#fk`j `hcdbhrk`kahoth# puh`h ejoshludr uok daklho `h

ekcdk qh kh k akdadk ck hotkbdcdk k cklpck kshlh ok pdk hephkedo h ck dovhsdo/

Hs iokahotkc eoeh hthadok cs bhtdvs

phshlds p ck haphsk pkk ph kk vkphed k s eosheedo/

Hstrkthldk `h cks vkrdkbchs `hc Akrghtdol Adx

^kk hskcck eo dt cks hedsdohs h akghtdolhbhas edok cks keedohs h akghtdol h iakqh eosdlkas sdohldks hoth hccks/

K aho cks haphsks psdedoko ss pets

bksosh ho hc phed/ Hst dapcdek kkptk cs hashchahotjs `hc akrghtdol adx kc prhedj quh mko fk`j/Ho hsth eks hc phed hs o iket eedkc pkk hc psd!edokadhot hc pet/ Hc phed ketk hc ahekho oh qhhas vhoh hthadok qdhohs soohsts eaphtdhs ea hbh sh hc dsh hcpet/

^kk dcstk hstk dhk polkas hc hhapc h okhaphsk qh ckok o phiah k o phed kct pkktkosadtd ok eootkedo h kctk ekcdk/ Hc dsh

hc pet# ck ekapkk h pbcdedk# hc ekokc h ds!tdbedo hseld hbho hstk ho eosokoedk eo hsthphed/ Ud hc eosad hoehotk hsth phiah ho osphahek h hsehot# p hhapc# ekabdk sphehpedo psdedokadhot hc pet/

Aemks haphsks hsto k ikv h hsth tdp h hstkth!ldks h psdedokadhot p phed cks poho ho pke!tdek ahdkoth ok teodek hoadokk teodek `hc jbfh!tdvj `h ejsths# quh hs uo atj`j `h fkedo `h prhedjs

ho hc qh ho pdah clk sh pckothk o phed dhkc k


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;>

eotdokedo sh pckothk o bhtdv ho esths qh mklkpsdbch hsh phed/

Ejsths

Cs esths so ck bksh hc phed qh ck haphsk pebk p s pet/ Ck haphsk hshk iheh ophed qh ebk ss esths h peedo# dstdbedo vhotk hc prjùetj# y quh k`has ch rhpjrth uo bhohedj

st k ekabd hc hsih dhsl ksad/ Cs esthsphho sh o hchahot daptkoth ho ck hstkthldk hpheds h ok haphsk# ok haphsk eo esths asbks phho iheh pheds aks eaphtdtdvs p ctkotj ejoshludr akyjrhs vhotks y bhohedjs/

;/5/2 iketjrhs hxthrojs

Uo o kapcd eoot h ksphets qh sh hoehotkoho hc hthd h ck haphsk# sbh cs ekchs ck lk!odkedo# dspoh h o aho ph h ohledkedo

`h douhoedk phrj quh `hthradoko ck fkedo `hc prhedj/Bsdekahoth so6 ck oktkchk hc ahek ck hako!k# ck eaphthoedk ts ikeths hc hoto ea ckheoak# hc lbdho# cs dothahdkds# hte/ Yhkascks ehstdohs as daptkoths pkk ekk ok h cksths ekthlks hooedkks/

Okturkchzk `hc ahrek`j y ck `hako`k

Ea mhas eahotk ho hc hplkih kothd csesths hbho hstkbcheh hc phed aoda h o p!

et shvded# phs bdho hc ahek ck hakok

hcdadtko hc ada2/ Pkot ho hc ahek h eosaea ho hc dostdkc so cs eosadhs qdhohs hstd!ako hc vkcjr `h uo prjùetj shlo cjs bhohedjs quh

sth chs kptk/

Ck fkedo `h prhedjs ho `dihrhoths tdpjs `h ahrek`j

Koqh schas mkbck h heoaks h ahek eocdbrh fkedo `h prhedjs# ck ketukedo `h ck ejaphthoedk

eodedok ho lko ahdk cks hedsdohs sbh phedsh tkc a qh shlo ekc shk ck sdtkedo eaphtdtdvk

ho ck qh sh hoehotk ck haphsk stk tho ak ahojr cdbhrtk` pkrk fkrcjs/

jt ksphet k thoh ho ehotk hs ck ekpkedk hhsphstk h ohstk eaphthoedk sbh t skpdh# ekot as pdk sh ck hsphstk h oeaphtd aho sh hc hsctk bthod eo cksaj`dekedjohs `h prhedj/

Cs mbdts estabhs hc ahek# ck ectk ckiakedo heoadek h cs eosadhs phho shuo ejo`dedjokoth dapjrtkoth k ck mjrk `h fkr cjs prh!eds# dapddho ck hkcdkedo h ekabds bses qhphko phdekcs/

Ck fkedo `h prhedjs `hpho`h tjtkcahoth `h ck hstrue!tk eaphtdtdvk hc ahek# ks phas dstdoldekt tdps h hstetks h ahek6

Ejaphthoedk phrihetk6 Hs o tdp h hstetk ho ohhoeotkas k aems eapkhs vhohhs qh

eahedko eo o pet maloh/ uo hhapc`h hstjs prjùetjs sjo cjs vkcjrhs okoedhrjs/ Xo

pet o phh ebk o phed sphd kc phedh ahek# k qh cs eosadhs phho eoshldtkotk ekotdk ea qdhko hc pet kc phed hcahek# tkape dothotko ebk o phed doihd#k qh eo hc phed hc ahek phho vhoh tkotkekotdk h pets ea qdhko/

Mkbckhas h ejaphthoedk daphrihetk eko ho hc

ahek o sh eapch kclok h cks ekkethstdeks

Pks cks hstkthldks h cks vkdkbchs hc AkghtdolAd hbho hstk ho eosokoedk# h iak qhcs hsctks eoshlds p hc eoot h ckskeedohs hskcckks# shko sphdhs k cshsctks qh bthokas p ck sak h ekkok h cks keedohs p shpkk/

Cs esths spoho hc cadth doihd# p hbk hceukc uok haprhsk oj `hbhrk fkr sus prhedjs/


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eodedohs h ck eaphthoedk phihetk/ Uh tktk h otdp h ahek as mkbdtkc ho hc qh cks haph!sks dothotko eoshld hc ak eotc psdbch sbh hcahrek`j pkrk pj`hr doudr ho hc prhedj `hc prjùetj y

ahfjrkr su bhohedj/ Euko`j mkbckajs `h ejaphthoedk

daphihetk dstdoldas ths tdps6

Ejaphthoedk ajojpjcstdek6 hc ahek hstiak p o lko oah h eapkhs vhohhs ho c sh vhoho pets sdad!ckhs ph o malohs/ Ks ekk haphsk

dothotk dihhoedk s pet h cs has ktkvs iokahotkcahoth h ck pbcdedk h cksakeks eo hc bhtdv h dodvdkcdk kc adas ahek h vhotks/ Uh tktk h eoshld oksheedo aopcstdek pkk o pet h okhaphsk hot h o ahek h eaphthoedk/

Jcdljpjcdj6 hs o ahek ho hc qh eoeho a!ems eapkhs sc kclos vhohhs/ Hcpet sh vh a kihetk p cks hstkthldks hfkedo `h prhedjs quh k`jptho sus ejaphtd`jrhs/

Hc pet eahedkcdk phh sh maloh-keh# kcadod$ mhthloh -eemhs# hok!hs$/ ^ hhapc# sd o pet h kcadod h!eh s phed stdekahoth# o oah hchvkh eosadhs eapko hc kcadod k hsthpvhh/ Cs has peths hbho hedtkabdo ss pheds doehahotk cs shvdedsiheds kc ecdhoth# sd o pet hchvk ss ph!eds# phh qh ss eaphtdhs o sh oko k sdodedktdvk# sd hs ks# hc pdah pet hbh h!

ooedk k ck sbdk hc phed hsdloksh k phhk cs eosadhs k ikv h ss eaphtdhs/

Ajojpjcdj6 hs o ahek ho hc qh hdsth o od!e sadodstk/ Ho o aopcd pdvk hlck-ok eapkk hcetdek ok ktpdstk phkh$ hcljbdhroj phradth k ck haprhsk fkr prhedjs quh ch

kpjrtho uo bhohedj fustj# quh ch phradtko ako!thohsh eheh c ohehskd/ hc eotkd ho oaopcd pdvk o hlck hc pet hs cdbh

`h fkr eukcqudhr prhedj quh sjpjrth hc ahrek`j/ Xo

aopcd pbcde# phh phshld dstdots bh!tdvjs ho prhedjs# puh`h fkr prhedjs quh oj eubrko

cs esths p sh o bdho ohehskd vdehvhskfkr uo prhedj auy kctj pkrk irhokr hc ejosuaj/

^hrehpedo `h cjs ejosuad`jrhs sjbrh hc prhedj y

hc vkcjr

Hc eosad hs qdho hedh sd hc phed h o peths hc khek o/ Eko o eosad eapk opet# pklk o vkc -phed$ k ekabd h t6 hcbhohedj quh ch kpjrtk hsh prjùetj j shrvdedj/ @hstkekr

quh cjs bhohedjs phredbd`js oj scj `hpho`ho `hc

phed sdo tkabdo h ts ikeths ea hc oabh hck akek# hc clk h eapk# hte/ y qh cs eapkhso lko cs pheds dodvdkcahoth# sdo qh asbdho eapkko eoots h pheds# tkchs ea pheds

mdstdes# pheds h pets eaphtdhs phedsh pets sstdttdvs/ Cks hsphstks h cs ecdhothsk cs pheds sh bksko ho kcl qh vk aem as kcc ho ecec ahkahoth kedokc/

Kocdsds `h ck rhckedo prhedj!`hako`kCks vkdkbchs phed ekotdk hakokk shchoeaptksh ho ck akk h cs ekss ea dovhskahothppedokchs# hs hed k ak phed aho ekotdkhakokk/ Cs eosadhs eo o phsphstcdadtk pbkbchahoth eapkko ho aho ahdk opet sd s phed hs haksdk kct/

Ck hckedo hoth hc phed qh sh ebk hc odvhc h`hako`k quh sh ejosdluh vdhoh rhhfk`j pjr ck eurvk `h

hakok/ Hstk evk ahstk hc oah h odkhs qh

`hphodho h ck sdtkedo eaphtdtdvk hcahek ho hc qh vhokas ohst pet ckhstkthldk h phed phh sh dihhoth/

Hs iokahotkc k ck mk h iack ok hstkthldk`h fkedo `h prhedjs ejojehr hc vkcjr quh cjs

ejosuad`jrhs phredbho ho hc prjùetj y fkr uo

phed qh sh kheh k hsh vkc/


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;2

Lrej ;6 eurvk @h @hako@k

sh kqddko ho hc ahek koth o phd h tdhaphthadok shlo cs dihhoths pheds qh sh phkofkr/ Hc lrej ; auhstrk uok rhprhshotkedo `h hstk eurvk

k

b

e

ekotd@k@

prhedj

oj kuahotk `h ijrak sdlodektdvk$ y k ck `hrhemk uo

pet eo ok hakok as hcstdek -koth ck adsakvkdkedo h phed qh hc eks kothd ck ekotdk`hako`k`k kuahotk sdlodektdvkahoth$/

Hdstho ikeths qh dothvdhoho hc mhem h qh ckhakok h o pet shk as ahos hcstdek/ Ks#cs bdhohs h pdahk ohehsdk tdhoho k phshotkok hakok as dohcstdek/ Cs kcdahots# ck pk#hc phtch cs sadodsts -klk# c lks$ shchophshotko k et pck hakoks dohcstdeks/ Cchvk

kc htha# p hhapc ck chemh doikotdc ck doscdokphshotko pkk ok ikadcdk pkk o dkbtde ok evkh hakok a dohcstdek# hs hed p aem qhsbk hc phed ck ekotdk hakokk sh ck adsak/^ hc eotkd# cs bdhohs hoadoks h c shchophshotko ok hakok bkstkoth hcstdek/ Kc o shbdhohs ohehskds# hc eosad phh phsedod hhccs ho o aahot hthadok/ Hst hthadok qhs hakok hkeedoh eo dothosdk koth vkdkedohshc phed/ uo hhapc phho sh cs eehs/ Ud sphed sh dspkk cks vhotks hsehoho# p hc eotk#

sd s phed bkk s hakok kahotk/

Jtrj ajtdvj quh douyh ho ck hckstded`k` `h ck `hako`k

h o pet hs ck hdsthoedk h bdhohs sstdttdvsehekos# o hhapc so cks dihhoths itks/ Ud hcphed hc pctko sbh sdhaph phas eapkakokoks# eo c ekc ck hakok tdhoh k sh ashcstdek/ Ho hc eks h qh o hdstko bdhohs sstdttdvsehekos ck hakok sh as dohcstdek# o hhapchs ck chemh/

Hc mjrdzjoth thapjrkc douyh tkabdo/ Cjs bdhohs suhchothoh ok hakok as hcstdek eko sh kokcdk omdoth thapkc ak/ ^ hhapc# sd sbh hc phedh ck lkscdok -hot h edhts cadths$ hc eosadtho qh shld cchoko hc hpsdt p c qh ckekotdk hakokk o sid ho hc et pck oklko vkdkedo/K ckl pck ck sdtkedo ekabdk# kqh aems eosadhs k ck mk h hovk seemh hchldo o eo at dhshc# c qh mk ekh ckhakok h lkscdok/

Hckstded`k` `h ck `hako`k

^j`rk `hodrsh ejaj ck shosdbdcd`k` `h cks vkrdkedjohs

h ck hakok k cs ekabds ho hc phed/ Ud ck ekotdkhakokk kphoks vkk eo ok heedo hc phed#hedas qh ck hakok hs dohcstdek/ ^ hc eotkdsd ck ekotdk vkk eosdhkbchahoth# hedas qh hshcstdek/

Ekot ahos hcstdek hs ck hakok# as ch eovdhohkc pet sbd hc phed/ hc eotkd# sd ck hakokhs hcstdek# hc vhoh phh eosdhk ck dsadoedoh pheds pkk eoshld o ak vcaho h vhotks/Hstk sjcuedo hs hekz sdhaprh y euko`j cjs ejsths

htkdokds p ped vhoh ok ak ekotdko shko sphdhs kc kahot h cs dolhss/ Pkabdomk qh thoh ho ehotk qh ck akk h cks haphsksqudhrho hvdtkr fkr prhedjs quh ejovdhrtko sus prj`uetjs

ho prj`uetjs bsdejs/ Hc lrej 2 rhprhshotk ho su pkrth

dqdhk ok hakok h o pet as dohcstde

-koth ok vkdkedo hc phed ck ekotdk hakokk


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l 26 rhprhshotkedo @h Ck hCkstded@k@ @h Ck@hako@k

pp

q> q>q; q;q q

p;

p>

@`

@`

Ck haphsk hbh dothketk eo s ekokc pkk phhapk s pet ihoth k ck eaphthoedk# hst cmk ahdkoth paedohs kc ekokc# iakedo# hte/

Kuoquh hs uo thak auy kapcdj ekbh rhskctkr ck lurk

`hc trk`h akrghtdol# quh oj hs sdoj uo ouhvj hoijquh

hc ikbdekoth pkk lhohk ohled eosdldho qhhc ekokc h dstdbedo sh polk h s ck eckbhejofuotkahoth ho bhohedj autuj# hs `hedr# mkedho`j

qh ss pets shko ktketdvs pkk hc ekokc/ Cseahtds pdoedpkchs hc trk`h akrghtdol so ahkck tkedo ho hc pot h vhotk# dapcsk kehchk

cks vhotks ah`dkoth ck pckodekedo y ejjr`dokedo `hpaedohs# hskcck hc ahremko`dsdol lhohktrkie budc`dol-eoshld qh hc eosad pkshh phc hstkbchedadhot$/

Ejaphthoedk

Ck ejaphthoedk kihetk k ck fkedo `h prhedjs `h cjs

pets shvdeds/

^krk kokcdzkr ck douhoedk quh puh`ho thohr ouhstrjs

ejaphtd`jrhs hs ohehskrdj `hodr ho quh ahrek`j

hstkas phko/ ^has dstdold hoth ahekseo pheds kadodstks ts aheks/

uo ahek eo phed kadodstk hs kqhc ho hc qhhc phed o hs ok vkdkbch h hedsdo daptkoth/ Hohsth eks cs hsihs eaphtdtdvs h cks haphskssh ddlho k ts tdps h keedohs ea ck ekcdk#hc shvded# hte/# sdho hc phed kc qh sh ihtk dempet a sdadck ho ts cs ekss/ uo hhapc h

hsth tdp h ahek hs hc h cks lkscdoks/

^kk hc hst h aheks hedas qh tdcdko phedsh ahek# eo hst qhhas hed qh hc phed#pksk k sh ok vkdkbch eaphtdtdvk h pdah ho#utdcdzo`jsh cks aj`dekedjohs `hc adsaj ejo ck

dothoedo h doehahotk ck phshoedk hc pet hohc ahek pkk ahk cs hsctks h ck haphsk/Oakcahoth hstk sdtkedo sh peh ho cs petsh eosa aksdv/

Hc edecj `h vd`k `hc prj`uetj

^krk fkr hc prhedj mky quh ejosd`hrkr ck iksh hc edecj h

vdk hc pet ho ck qh os hoeotkas k qh ckhakok hs dstdotk shlo ck iksh h ck qh sh tkth/

Ks mk qh khek ck pctdek h pheds k ck hckstdedkh ck hakok hdsthoth ho ekk iksh# ho cks pdahksikshs h ck vdk hc pet ck hckstdedk hs aphqhk# c ekc ikvheh odvhchs hchvks h pheds/

Ho hc kpktk 0/2 piodkas ho cks hstkthldks hpheds bkskks ho hc edec h vdk hc pet/

Hc ejapjrtkadhotj `h cjs `dstrdbud`jrhsHc ekokc h dstdbedo hs hc oh hoth ck haphskprj`uetjrk y hc ecdhoth okc# pjr tkotj k ck mjrk `h fkr

pheds hbhhas thoh ho ehotk cs esths hdvksh cks keedohs qh ck haphsk tholk qh hkcdkeo hc ekokc h dstdbedo# ea p hhapc kpho ekapkks pbcdedtkdks# iakedo h vhohhs#hsehots p pot pkl# hte/

Hc `dstrdbud`jr fkr hc prhedj `h vhotk kc pbcdej

bksosh iokahotkcahoth ho s phadsks6 uophed aoda# qh doecd hc esth hc peteapk as o aklho kokbch pkk hc dstdbd# o phed ada hthadok p ck ekotdk adak

qh o ecdhoth hst dsphst k pklk p o pet/


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Jtrjs iketjrhs `hc hotjroj -hejojak# ljbdhroj#

dothrah`dkrdjs# hte/$

Ikeths heoades tkchs ea ck hehsdo# ckdokedo j cjs ekabdjs ho cjs tdpjs `h dothrs kihetko

k cks hedsdohs sbh hc phed h o pet pqhaj`deko tkotj kc ejsth h prj`uedrcj ejaj ck phrehpedo

hc eosad sbh s vkc s phed/ Pkabdo mkqh thoh ho ehotk cs ksphets sedkchs k ck mk hfkr cjs jbfhtdvjs k ejrtj pckzj ho vhotks# eujtks `h

ahrek`j y bhohedjs/

Cs lbdhos phho hskcck dvhss tdps hoaktdvks lkodsas# qh kihetko h iak eckkk cjs prjehsjs `h fkedo `h cjs prhedjs/ Hxdstho chyhs

ejotrk cjs keuhr`js mjrdzjotkchs `h fkedo `h prhedjs#

hs hed# sh pmbh h iak hphsk qh dstdotkshaphsks sh polko h keh pkk hstkbcheh hijrak krtdedkc cjs prhedjs `h eukcqudhr prj`uetj/ ^jr

hhapc# pketk hc phed h ck lkscdok/

Pkabdo hxdstho chyhs quh rhlucko ck fkedo vhrtdekc `h

cs pheds# hvdtko h hstk iak qh cs ikbdekothsfho cjs prhedjs k cj ckrlj `h tj`k ck ek`hok `h

dstdbedo/

Ho Hspkk hc Pdbokc h `hihosk h ck Eaphthoedk hshc hsposkbch h vdldck hstks petdeks pe tdeks eotkdks k ck cdbhtk h ahek/


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hotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrght!

l vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akr!

htdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y


akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vho!

s y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol

hotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrght!

l vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akr!

htdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y


akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vho!

s y akrghtdol vhotks y akrghtdol vhotks y akrghtdol vhotks y akrghtdol

prjeh`DaDhotjs `h iDfkeDo `hprheDjs

>2

Cks haprhsks suhcho fkr sus prhedjs bkso`jsh prdoedpkcahoth

ho s hoiqhs6 hc bksk ho cs esths hc bksk ho hc ah!ek -ecdhoth eaphthoedk$/ Yhkas ekk o h hccs/

2/; hoijquh bksk@j ho Cjs ejsths

Ck haphsk eo ok ihth dhotkedo dothok bksk cs phedssbh ss ppds esths/ Oakcahoth# kkh o doehahot

hsto`kr k o `h prjah`dkr ejsths/ @hotrj `h hsth kpkrtk`jphas dstdold hoth6 pheds sbh ck bksh h esth asaklho# pheds shlo tksk h hotkbdcdk bhtdv# kocdsds hcpot aht pheds shlo evk h hphdhoedk/

Ck ejotkbdcd`k` `h ejsths d`hotdek `dvhrsjs ejoehptjs `h

esth# koqh o hs hc ppsdt hpcdek ho piodk hstseoehpts# sd qh hs dothhskoth eoehcs/

Hxdstho vkrdjs erdthrdjs pkrk ecksdekr cjs ejsths# cjs as mkbdtu!

kchs so6

^jr su okturkchzk6 akthrdkchs# trkbkfj y jtrjs ejsths h prj!eedo

^jr su iuoedo6 kprjvdsdjokadhotj# trkosijrakedo# ejahr!edkcdkedo kadodstkedo/ Esth h peedo esthhc phd/

^jr su ejapjrtkadhotj6 ejsths fjs y ejsths vkrdkbchs/

^jr su pjsdbdcd`k` `h daputkedo kc jbfhtj `h ejsth6 ejsths

dhets h dodhets/


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`k hc bhtdv hc phshoth tkbk hothohas qhck ecksdekedo as dothrhskoth y sjbrh ck quh vkch ck

phok piodk o pe hs ck sh mkeh ho bksh kc ea!ptkadhot h cs esths/ Ho hsth shotd hedas qho esth hs vkdkbch eko ck ekotdk qh eosahh cs dstdots ikeths h peedo hst ktatdek!ahoth cdlkk kc odvhc h ketdvdk hkcdkk# p hha!pc# hc eosa h akthdks pdaks hc eosa hhohrlk/ ^jr hc ejotrkrdj cckakajs ejsth fj k kquhc quh

oj sh vh aj`dek`j kutjatdekahoth ejo hc odvhc `h

ketdvdk# ea hhapcs phas edtk hc shl h ck

okvh dostdkc s khokadhot/Hc kocdsds hc esth hsh hc pot h vdstk h s ea!ptkadhot eo hsphet kc odvhc h ketdvdk os ph!adth doted hc eoehpt h Aklho h Eotdbedo/@hodajs Akrlho `h Ejotrdbuedo ejaj hc akrlho rh!sctkoth h hstk kc Aklho Dostdkc cs Esths E!ahedkchs Ykdkbchs/ jbthohas hc aklho dostdkcea dihhoedk hoth hc phed h vhotk hc esth hpeedo/

2/;/; Ck idfkedo @h prhedjs sjbrh Ck bksh@h ejsth as akrlho

Ck fkedo `h prhedjs sjbrh ck bksh `h ejsth as akr!lho hst kapcdkahoth dapckotkk sdho s s ih!ehoth ho haphsks dostdkchs# ho vhotk kc p ak kc htkcch/ Ck cldek h s disdo hsdh ho hc mhemh qh s ecec hs iedc qh sh tdhoh ok ebhtkkshlkk hc esth hc pet/

Ck phktdvk sh bksk ho qh ck haphsk ekceck csesths h peedo odtkds ho bksh k hss esthsch kkh o aklho khek# h hstk iak qhkfk`j hc prhedj/ Ojrakcahoth sh ekceuck ejaj uo

pehotkh hc esth phekceck h peedo kc ekcsh ch kkh o pehotkh pkk ebd lksts lhohkchsy pj`hr jbthohr ks hc bhohedj hsphrk`j/ Hsth

hoiqh# phsh k s ikedcdk h ecec# tdhoh kclokshbdcdkhs/ Upoh eoeh cs esths hc pet hiak as ahos hketk khas dstdbd hoth cs

dihhoths pets ok pkth h cs lksts lhohkchs

ejo ck ejosheuhoth `deuctk` quh ejocchvk/ K`has# ck

dstdbedo h esths lhohkchs sh shch bksk ho cksodkhs phsphstkks p c tkot hsk dstdbedosh ekceck pkk o hthadok oah h odkhspedks h cks dvhsks cohks h pet/ Ud shvhoho as odkhs hotoehs sh kbsbho as esths#ph sd ck vhotk hs aho o cchlkhas k ebd cs lkstslhohkchs os vhhas bcdlks k ehld hc phed/

^kk dcstk hsth pckothkadhot# spolkas qh okhaphsk peh s pets K B/ Hc esth vkdkbch

h ped hc pet K hs h ;>> hs hc hc B h;8>/ kk ck peedo h cs s pets sh tdcdk hcadsa phsokc# cks adsaks aqdoks ck adsak okvh/

K ck mjrk `h fkr prhedj cj quh hstk eckrj hs quh hc cadth

doihrdjr quh pj`hajs fkr hs su ejsth vkrdkbch pjr `h!bk hc ekc o hbhhas vhoh ooek/ ^h earhpkrtdrhajs cjs ejsths fjs:/ @hpho`dho`j `h ck ha!prhsk y `h ck sjstdekedo `h su sdsthak `h ejsths hsth

hpkt sh as ahos hqdtktdv ph sdhaph mkblksts a diedchs h hpktd hoth cs pets/ Ud hcrhpkrtj `h cjs ejsths fjs sh mkeh pjr hfhapcj hotrh hc

oah h odkhs qh phvhas vhoh# hc pbchakphh sld ho pdah clk p ck ikctk h hqdk hcerdthrdj# qudzs hsthajs bhohedko`j k edhrtks cohks `h

pets ihoth k tks# ho shlo clk p hc dhslh o eapcd cks phvdsdohs h vhotks# sd cks vhotksso sphdhs mkbhas kbsbd as esths h cprhvdstj phrj sd sjo ahojrhs pkrth `h cjs ejsths fjs

qhko sdo ebdsh/

2/;/2 idfkedo @h prhedjs @h keuhr@j ejouok tksk @h rhotkbdCd@k@ jbfhtdvj

Hs ok petdek mkbdtkc ho pkshs ea HH uu# ho qhcjs dovhrsjrhs fko sus jbfhtdvjs ho tradojs `h tksks

h hotkbdcdk -rjD$/ Uh hstkbcheh o phed qh ksh!lh ck hotkbdcdk bhtdv sbh hc ekpdtkc dovhtd# k pktd h km hc sdsthak hs sdadck k ck hstkthldk hfkedo `h prhedjs `h ejsth as akrlho/

Hdstho sdtkedohs ho oh sh mkeh eedkc hc phlkkotdk ok hthadokk tksk h hephkedo h ck


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Capítulo 14 Fijación de Precios

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