{"id":2907,"date":"2017-11-05T16:57:11","date_gmt":"2017-11-05T16:57:11","guid":{"rendered":"https:\/\/farmaciayderecho.com\/?p=2907"},"modified":"2020-12-15T19:21:30","modified_gmt":"2020-12-15T19:21:30","slug":"venta-a-perdida-en-la-farmacia","status":"publish","type":"post","link":"https:\/\/farmaciayderecho.com\/en\/2017\/11\/05\/venta-a-perdida-en-la-farmacia\/","title":{"rendered":"How much can I lower the price? Selling at a loss"},"content":{"rendered":"

Venta a p\u00e9rdida, \u00bfes legal?<\/p>\n

Una de las preguntas que se hacen muchos farmac\u00e9uticos es si es posible la venta a p\u00e9rdida en la farmacia<\/strong>, ya sea porque la quieren hacer ellos o porque la hace un compa\u00f1ero. Pues bien, en este post vamos a dar un poco de luz sobre la venta de productos que no sean medicamentos<\/strong>.<\/p>\n

    \n
  1. \n
    Qu\u00e9 es la venta a p\u00e9rdida<\/strong><\/h5>\n<\/li>\n<\/ol>\n

    Venta a p\u00e9rdida es toda aquella en la que el precio es menor del precio de costo o adquisici\u00f3n<\/strong>, o lo que es lo mismo, compras m\u00e1s caro que el precio en que lo vendes. Dicho as\u00ed puede ser absurdo desde la perspectiva empresarial, pero debemos pensar que en un negocio se dan m\u00e1s circunstancias y, adem\u00e1s, existe el marketing.<\/p>\n

    \"\"<\/p>\n

      \n
    1. \n
      Qu\u00e9 dice la normativa sobre la fijaci\u00f3n de precios<\/strong><\/h5>\n<\/li>\n<\/ol>\n

      La fijaci\u00f3n de precios es libre<\/strong>, tal y como consta en el art 17 de la Ley de Competencia Desleal.<\/p>\n

      De hecho, los proveedores no pueden fijar un precio de venta (en lo que no son medicamentos), por eso que vemos la coletilla de \u201cprecios recomendados\u201d.<\/p>\n

        \n
      1. \n
        La venta a coste cero<\/strong><\/h5>\n<\/li>\n<\/ol>\n

        La venta coste cero tiene la misma consideraci\u00f3n que la venta a p\u00e9rdida y significa que se vende al mismo precio que se compra, por tanto, sin margen de ganancias<\/strong>.<\/p>\n

          \n
        1. \n
          Cu\u00e1ndo no se puede vender a p\u00e9rdida o a coste cero<\/strong><\/h5>\n<\/li>\n<\/ol>\n

          Cuando la venta se califique o pueda considerarse de\u00a0desleal<\/strong> y esto se sabe si concurren uno de los dos siguientes casos que prev\u00e9 la Ley de Competencia Desleal<\/a>:<\/p>\n

          a) Cuando sea susceptible de inducir a error a los<\/strong> consumidores<\/strong> acerca del nivel de precios de otros productos o servicios del mismo establecimiento.<\/p>\n

          b) Cuando tenga por efecto desacreditar la imagen<\/strong> de un producto o de un establecimiento ajenos.<\/p>\n

          c) Cuando forme parte de una estrategia encaminada a eliminar a un competidor<\/strong> o grupo de competidores del mercado.<\/p>\n

          6. Qu\u00e9 debe tenerse en cuenta<\/strong><\/h5>\n

          Debe tenerse en cuenta la nueva doctrina del TJUE<\/strong> que reafirma que solo es posible limitar la venta a p\u00e9rdida cuando es desleal y en esa l\u00ednea ha de leerse la Ley de Ordenaci\u00f3n del Comercio Minorista.<\/p>\n

          ","protected":false},"excerpt":{"rendered":"

          Venta a p\u00e9rdida es toda aquella en la que el precio de venta es menor del precio de costo o adquisici\u00f3n, pero \u00bfes legal? Conoce los l\u00edmites.<\/p>","protected":false},"author":1,"featured_media":5732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"_monsterinsights_skip_tracking":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3,4],"tags":[490,492,491],"class_list":["post-2907","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-farmacia-2-0","category-farmacia-presente-y-futuro","tag-venta-a-perdida","tag-venta-de-parafarmacia","tag-venta-en-farmacia","post_format-post-format-image"],"yoast_head":"\nfarmacia y derecho \u00bfCu\u00e1nto puedo bajar el precio? 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Conoce los l\u00edmites.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/farmaciayderecho.com\/en\/2017\/11\/05\/venta-a-perdida-en-la-farmacia\/\" \/>\n<meta property=\"og:site_name\" content=\"farmacia y derecho\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/isabelmarinmoral\" \/>\n<meta property=\"article:author\" content=\"www.facebook.com\/marinmoral\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-05T16:57:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-15T19:21:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/farmaciayderecho.com\/wp-content\/uploads\/2017\/11\/venta-a-pe\u0301rdida-farmacia-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Isabel Mar\u00edn Moral\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@isabelmarinm\" \/>\n<meta name=\"twitter:site\" content=\"@isabelmarinm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Isabel Mar\u00edn Moral\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/farmaciayderecho.com\/2017\/11\/05\/venta-a-perdida-en-la-farmacia\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/farmaciayderecho.com\/2017\/11\/05\/venta-a-perdida-en-la-farmacia\/\"},\"author\":{\"name\":\"Isabel Mar\u00edn Moral\",\"@id\":\"https:\/\/farmaciayderecho.com\/#\/schema\/person\/01a3624552a864f6316c44785cfa2e8d\"},\"headline\":\"\u00bfCu\u00e1nto puedo bajar el precio? 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