定价考虑因素和方案

1、Pricing Considerations and Approaches产品定价：定价思索要素和方案11 - 0Objectives 目的Understand the internal factors affecting a firms pricing decisions.Understand the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value.Be able to contrast the three general

2、 approaches to setting prices.了解影响公司定价决策的内部要素了解影响定价决策的外部要素，包括消费者的感知价钱和价值的影响可以比较定价的三种常用方法1“Buyer-driven commerce concept offers lower prices to consumers and the ability to sell excess inventory to sellers13.5 million user customer baseTremendous growth PricelineCase Study 案例“购买者驱动商业概念给消费者提供了更低的价钱，为销

3、售者提供了销售额外存货的才干0万运用者的消费者根底宏大的生长2Case Study 案例PricelineMost deals relate to travel or time sensitive / perishable servicesNot all ventures have been profitable Some customers find it difficult to commit to purchase prior to learning details大多数的买卖涉及灵敏的游览或时间/易腐烂效力不是一切的投机都有利可图一些消费者很难在了解详细资料之前进展购买3Price H

4、as Many Names 价钱拥有许多名字What is Price? 价钱是什么Rent 租金Fee 费Rate 费率Commission 佣金Assessment 股价Tuition 学费Fare 费用Toll 通行税Premium 奖金Retainer 聘金 Bribe 贿赂 Salary 薪水 Wage 工资 Interest利息 Tax 税4Definition 定义PriceThe amount of money charged for a product or service, or the sum of the values that consumers exchange f

5、or the benefits of having or using the product or service.价钱 是一种产品和效力的标价，价钱表现的是消费者在交换中，所获得的和运用的产品或效力的价值5Dynamic Pricing on the Web allows SELLERS to: Charge lower prices, reap higher margins.Monitor customer behavior and tailor offers.Change prices on the fly to adjust for changes in demand or costs

6、.Negotiate prices in online auctions and exchanges.What is Price? 价钱是什么 网上动态定价允许商家作： 低价位，高利润 监控消费者行为，根据个人调整效力 根据需求或本钱变化及时改动价钱 对网上拍卖和买卖讨价讨价 6Dynamic Pricing on the Web allows BUYERS to:Get instant price comparisons from thousands of vendors.Find and negotiate lower prices.Negotiate prices in online a

7、uctions and exchanges.What is Price? 价钱是什么网上动态定价允许购买者作：即刻从众多的买主中得到价钱比较找到较低价钱和讨价经过网上拍卖和买卖讨价讨价7Price and the Marketing Mix:Only element to produce revenuesMost flexible elementCan be changed quicklyPrice Competition Common Pricing MistakesWhat is Price? 价钱是什么价钱和营销混合：独一产生收入的元素最富有弹性的元素可以被迅速地调整价钱竞争普遍的定价错

8、误8Factors to Consider When Setting Price定价的思索要素Marketing objectivesMarketing mix strategiesCostsOrganizational considerationsInternal Factors 内部要素 市场营销目的市场营销组合战略本钱组织情况9Factors to Consider When Setting Price定价的思索要素Market positioning influences pricing strategyOther pricing objectives:SurvivalCurrent

9、profit maximizationMarket share leadershipProduct quality leadershipNot-for-profit objectives:Partial or full cost recoverySocial pricingMarketing objectives营销目的市场定位 定价战略的影响要素其它定价目的:生存当前利润最大化市场份额领先产质量量领先非营利目的:部分或全部本钱回收社会性定价10Pricing must be carefully coordinated with the other marketing mix elements

10、Target costing is often used to support product positioning strategies based on priceNonprice positioning can also be usedFactors to Consider When Setting Price定价的思索要素营销混合战略Marketing mix strategies定价必需与其它营销组合元素协调一致目的本钱计算通常用于支持基于以价钱为产品定位的战略非价钱定位也能运用11Types of costs:VariableFixedTotal costsHow costs v

11、ary at different production levels will influence price settingExperience (learning) curve effects on priceCosts本钱本钱类型:可变本钱固定本钱总本钱不同消费程度下的本钱变换怎样影响价钱的制定阅历学习曲线影响价钱Factors to Consider When Setting Price定价的思索要素12Organizational considerationsWho sets the price?Small companies: CEO or top managementLarge

12、companies: Divisional or product line managersPrice negotiation is common in industrial settingsSome industries have pricing departments组织思索谁制定价钱？小公司：高级管理层的CEO大公司：分部或产品线经理人价钱协商在行业设置中很普遍一些行业有定价部门Factors to Consider When Setting Price定价的思索要素13Nature of market and demandCompetitors costs, prices, and o

13、ffersOther environmental elementsExternal Factors Factors to Consider When Setting Price定价的思索要素外部要素 市场与需求的特性竞争者的本钱，价钱和条件其它环境要素14Factors to Consider When Setting Price定价的思索要素Types of marketsPure competitionMonopolistic competitionOligopolistic competitionPure monopolyConsumer perceptions of price and

14、 valuePrice-demand relationshipDemand curvePrice elasticity of demand市场与需求的特性Nature of market and demand市场类型完全竞争垄断竞争寡头垄断竞争完全垄断消费者对价钱和价值的看法价钱需求关系需求曲线需求的价钱弹性15Competitors costs, prices, and offersConsider competitors costs, prices, and possible reactions when developing a pricing strategy Pricing stra

15、tegy influences the nature of competitionLow-price low-margin strategies inhibit competitionHigh-price high-margin strategies attract competitionBenchmarking costs against the competition is recommendedFactors to Consider When Setting Price定价的思索要素竞争者的本钱， 价钱和条件开展定价战略时，思索竞争者的本钱，价钱和能够作出的反响 定价战略影响竞争的特性低

16、价钱低利润战略抵抗竞争高价钱高利润战略吸引竞争建议建立抵抗竞争的基准本钱16Other environmental elementsEconomic conditionsAffect production costs Affect buyer perceptions of price and valueReseller reactions to prices must be consideredGovernment may restrict or limit pricing optionsSocial considerations may be taken into accountFactor

17、s to Consider When Setting Price定价的思索要素其它环境要素经济情况影响产品本钱 影响购买者对价钱和价值的感知中间商对价钱的看法必需被思索政府可以限定有限的定价选择权社会要素必需被思索17Cost-Based Pricing: Cost-Plus PricingAdding a standard markup to costIgnores demand and competitionPopular pricing technique because: It simplifies the pricing process Price competition may b

18、e minimized It is perceived as more fair to both buyers and sellersGeneral Pricing Approaches普通定价方案基于本钱的定价决策： 本钱加成定价在产品本钱上添加一个规范的加成忽略需求和竞争受欢迎的定价工具 缘由是： 简化了定价过程 价钱竞争最小化 被以为对销售者和购买者都公平18Cost-Based Pricing ExampleVariable costs: $20 Fixed costs: $500,000Expected sales: 100,000 units Desired Sales Marku

19、p: 20% Variable Cost + Fixed Costs/Unit Sales = Unit Cost$20 + $500,000/100,000 = $25 per unitUnit Cost/(1 Desired Return on Sales) = Markup Price$25 / (1 - .20) = $31.25General Pricing Approaches普通定价方案 基于本钱的定价实例 可变本钱：20美圆 固定本钱: 500,000美圆 期望销售量: 100,000 单元 预期的加成幅度: 20% 可变本钱 + 固定本钱/销售量 = 单位本钱$20 + $5

20、00,000/100,000 = $25 每单元单位本钱/(1 期望收益率) = 加成后的价钱$25 / (1 - .20) = $31.2519Cost-Based Pricing: Break-Even Analysis and Target Profit PricingBreak-even charts show total cost and total revenues at different levels of unit volume.The intersection of the total revenue and total cost curves is the break-e

21、ven point.Companies wishing to make a profit must exceed the break-even unit volume.General Pricing Approaches普通定价方案基于本钱的定价决策：盈亏平衡定价法和目的利润定价法盈亏平衡图显示在不同单位销量程度上的总本钱和总收入总收入和总本钱曲线的交叉点是盈亏平衡点希望盈利的公司必需超越盈亏平衡点的销量20Break-Even Analysis and Target Profit Pricing盈亏平衡分析和目的利润定价固定本钱总本钱总收入销售数量千台本钱千美圆010203040100080

22、0600400200盈亏平衡分析目的利润200,000美圆满足目的利润的销售量General Pricing Approaches普通定价方案21Value-Based Pricing:Uses buyers perceptions of value rather than sellers costs to set price.Measuring perceived value can be difficult.General Pricing Approaches普通定价方案基于价值的定价法:运用购买者感知的价值，而不是销售者制定价钱的本钱衡量感知价值能够是困难的22General Pricing Approaches普通定价方案Value-Based Pricing:Consumer attitudes toward price and quality have shifted durin