第七讲定价决策ppt课件

1、定价决策主要内容：制定根本价钱修订价钱发动和应付价钱变卦.制定根本价钱定价时需求思索的主要要素：消费者对公司产品的感知价值需求同价钱的关系本钱竞争公司的定价目的.制定根本价钱消费者对产品的感知价值：消费者对产品的感知价值取决于产品能提供的利益，不同消费者对同一产品的感知价值能够不同。消费者对公司产品的感知价值决议了可接受价钱的上限。.制定根本价钱需求与价钱的关系：需求价钱曲线价钱P需求Q.影响价钱敏感程度的要素产品的独特性与替代品消费者的总支出占收入的比例产品支出占终端产品的比例制定根本价钱.制定根本价钱需求的价钱弹性价钱弹性：Ed=(QQ) (PP)其中： Ed需求价钱弹性Q需求量的变化量Q

2、需求量P价钱P价钱的变化量.制定根本价钱价钱弹性的变化价钱实践位置时间要素短期价钱弹性长期价钱弹性.制定根本价钱本钱要素规模与本钱的关系学习曲线可变本钱和固定本钱.本钱产量不同投资规模本钱固定投资规模本钱规模经济曲线.本钱累计产量本钱学习曲线ABC.制定根本价钱 竞争：竞争者的质量、价钱及本钱公司定价对竞争者的影响及竞争者的反响.制定根本价钱 定价目的：生存目的当期利润最大化当期销售收入最大化市场份额领先质量领先目的.制定根本价钱选择定价方法加成定价目的收益定价感知价值定价通行定价招标.制定根本价钱加成定价： 某产品变动本钱为100元，固定本钱为3,000,000元，估计销售量为 50,000

3、单位本钱变动本钱固定本钱/销售量=160元加成价钱单位本钱/1加成率假设加成率为20%，售价200元.制定根本价钱加成定价特点：可以简化定价义务让人们感到对买方和卖方都比较公平假设行业内公司都采用加成定价，有助于降低价钱竞争要求能确定所定价钱下的预期销售量.销售收入总本钱目的利润销售量保本点目的收益定价：.制定根本价钱感知价值定价：感知价值定价法以为定价的关键不是本钱，而是消费者心目中建立起来的感知价值。.制定根本价钱卡特皮勒公司推土机的感知价值定价：90,000美圆推土机的价钱 7,000美圆产品优越的耐用性的溢价 6,000美圆产品优越的可靠性的溢价 5,000美圆优越的效力的溢价 2,0

4、00美圆零部件担保期长的溢价10,000美圆给顾客的折扣 100,000美圆公司最终价钱.制定根本价钱通行定价：行业不同企业的价钱一样或类似。指点者通常是价钱的制定者。.制定根本价钱投标价格公司利润投标中标率预期利润9500010000.8181010000060000.362160105000110000.09990110000160000.01160招标定价：.修订价钱市场撇脂定价先定一个高价钱，使有足够容量的一个细分市场采用它的新产品，当销售下降时，公司再降价来吸引下一个对价钱较为敏感的消费者层。市场撇脂的条件是:有足够数量的消费者有当期需求高价不会导致消费者持币张望.Consider

5、a firm faced with the following pricing problem. Average economic costs (for production and marketing) are $55 at 20 units and $40 at 40 units. There are 40 consumers per period that are interested in its product. Half of them are fussy and want the product only at the beginning of each period even

6、if they have to pay $50 per unit. The other half are price sensitive and would take the product at any time but will pay no more than $30 per unit. At what price should the firm sell its products?.修订价钱地理定价公司在不同的地域制定不同的价钱，目的是提高产品在特定地域的竞争力以及盈利才干。 .Consider two adjacent markets X and Y, of 20 consumers

7、 each, where all consumers have a reservation price of $50 for the product and incur a cost of more than $10 for purchasing the product in the adjacent market. A firm operating in market X (The firm gets the governments help in market X) is faced with free competitive entry in market Y and the follo

8、wing cost structure: the economic cost price for the product is $55 at 20 units and $40 at 40 units, with an added cost of $10 per unit to ship the product to the adjacent marker. What pricing strategy should the firm adopt?.修订价钱 折扣定价现金折扣数量折扣功能折扣季节折扣.修订价钱差别定价顾客产品式样渠道时间.修订价钱 产品组合定价产品线定价可选择特征定价两部分定价 附

9、带产品定价成组产品定价.Consider a firm faced with the following pricing problem. There is free entry and average economic costs are $50 at 20 units and $35 at 40 units. At any volume, it costs the firm an additional $10 per unit to product and market a superior version of the product. Assume that any fixed cos

10、ts of marketing two products instead of one are negligible. Forty consumers per period are interested in its product. Half of them are price insensitive and want the superior version of the product even if they have to pay $50 per unit. The other half are price sensitive and want the basic version o

11、f the product but will pay no more than $30 per unit. In what version and at what price should the firm sell the product? .Consider a firm that produces a durable good whose economic cost price is $100 and life span is 3 years. During that time the product needs supplies that have an economic cost p

12、rice of $0.50 a month. All consumers are willing to pay at most $50 for the product and $2 per month for supplies. Assuming all buyers will keep on purchasing supplies regularly and the discount rate for the future earning is zero, what pricing strategy should the firm adopt? . Assume a distributor

13、of two films, “Romancing the Stone and “Places in the Heart, is faced by the following demand for these films from movie houses, Astro and Classic Theatres, that serve the same market.Maximum prices($, 000) paid by:For Classic Theatres Astro Romancing the Stone 12 18 Places in the Heart 25 20 What is the best pricing strategy for the distributor to adopt if we assume it cannot explicitly discriminate in price?.发动和应付价钱变卦 自动降价缘由：消费才干过剩提高市场份额降价的风险对产质量量的笼统带来负面影响破坏顾客的品牌忠实对手能够降价，而且具有对低价有更强的忍