Abstract:

A large part of the world trade is carried out by means of sea transportation. This situation is constantly increasing demand for ports seen as node points of maritime transportation. In an increasing competition environment, ports are present in various intervening practices to survive. The point out of these applications is pricing, which is one of the most important dimensions of marketing activities and marketing karma. The study examined the role of pricing methods in port services under the roof of marketing concepts and pricing strategies in achieving competitive superiority. Two different tools were used in the application of the model used in the research. These are the price flow diagram and the game tree analysis. The study offers the application and evaluation of the method on the container ports of the Egean region through face-to-face conversations with port managers. The study found that ports should be focused on reducing operational costs and increasing efficiency instead of focusing on competitors’ prices.

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