现代营销学课件：Chapter 10 PRICING PRODUCTS

1、Chapter 10PRICING PRODUCTS PRICING CONSIDERATIONS AND STRATEGIESPrice: The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.ContentsFactors to Consider When Setting PricesGeneral Pricing Appr

2、oachesNew-Product Pricing StrategiesProduct-Mix Pricing StrategiesPrice Adjustment StrategiesPrice ChangesFactors to Consider When Setting Prices(1)Internal factors:Marketing objectivesMarketing-mix strategyCostsOrganizational considerationsPricing decisionsExternal factors:Nature of the market and

3、demandCompetitionOther environmental factors (economy, resellers, government)Figure 10-1 Factors affecting price decisionsPricing in Different Types of MarketsPure competition: The market consists of many buyers and sellers trading in a uniform commodity. No single buyer or seller has much effect on

4、 the going market price.Monopolistic competition: The market consists of many buyers and sellers who trade over a range of prices rather than a single market price.Oligopolistic competition: The market consists of a few sellers who are highly sensitive to one anothers pricing and marketing strategie

5、s.Pure monopoly: The market consists of one seller. The seller may be a government monopoly, a private regulated monopoly, or a private nonregulated monopoly. Pricing is handle differently in each case.Factors to Consider When Setting Prices(2)P1P2P1P2PriceQ1Q2Q1 Q2Quantity demanded per periodQuanti

6、ty demanded per periodFigure 10-2 Demand curvesDemand curve: A curve that shows the number of units that the market will buy in a given time period, at different prices that might be charged.Price elasticity: A measure of the sensitivity of demand to changes in price.LOW PRICENo possible profit at t

7、his priceProduct costsCompetitors prices and other external and internal factorsConsumer perceptions of valueHIGH PRICENo possible demand at this priceFigure 10-3 Major considerations in setting priceFactors to Consider When Setting Prices(3) Cost-Based PricingCost-plus pricing: Adding a standard ma

8、rkup to the cost of the product.Break-even pricing(target profit pricing): Setting price to break even on the costs of making and marketing a product, or setting price to make a target profit.General Pricing Approaches(1)Total revenue Target profit ($2 million)Total costFixed cost121086420200 400 60

9、0 800 1,000Figure 10-4 Break-even chart for determining target priceDollars(millions) Value-Based PricingValue-based pricing:Setting price based on buyers perceptions of value rather than on the sellers cost.Value pricing: Offering just the right combination of quality and good service at a fair pri

10、ce.General Pricing Approaches(2)ProductCostPriceValueCustomersCustomersValuePriceCostProductCost-based pricingValue-based pricingFigure 10-5 Cost-based versus value-based pricing Competition-Based PricingNew-Product Pricing Strategies(1)Market-Skimming Pricing: Setting a high price for a new product

11、 to skim maximum revenues layer by layer from the segments that are willing to pay the high price; the company makes fewer, but more profitable, sales.Market-Penetration Pricing: Setting a low price for a new product in order to attract a large number of buyers and a large market share.New-Product P

12、ricing Strategies(2)Premium strategyGood-value strategyOvercharging strategyEconomy strategyHigherLowerQUALITYPRICEHigher LowerFigure 10-6 Price-quality strategiesProduct-Mix Pricing StrategiesProduct-Line Pricing: Setting the price steps between various products in a line, based on cost differences

13、 between products, customer evaluations of different features, and competitors prices.Optional-Product Pricing: Pricing optional or accessory products that are being sold along with a main product.Captive-Product Pricing: Setting a price for products that must be used along with a main product , suc

14、h as razor blades, camera film, and computer software.By-Product Pricing: Setting a price for by-products in order to make the main products price more competitive.Product-Bundle Pricing: Combining several products and offering the bundle at a reduced price.Price Adjustment Strategies(1)Discount and

15、 Allowance PricingDiscount: A straight reduction in price on purchases during a stated period of time.Cash DiscountQuantity DiscountFunctional Discount (also called a trade discount)：is offered by the seller to trade channel members who perform certain functions such as selling, storing, and recordk

16、eeping.Allowance: Promotional money paid by manufacturers to retailers who agree to feature the manufacturers products in some way.Trade-in allowances: are price reductions given for turning in and old item when buying a new one.Promotional allowances: are payments or price reductions to reward deal

17、ers for participating in advertising and sales-support programs.Price Adjustment Strategies(2)Segmented Pricing: Selling products or services at two or more prices, even though the difference in prices is not based on differences in costs.Promotional Pricing: Temporarily pricing products below list

18、price, and sometimes even below cost, to increase short-run sales.Psychological Pricing: A pricing approach that considers the psychology of prices and not simply the economics; the price is used to say something about the product. Reference prices: Prices that buyers carry in their minds and refer

19、to when looking at a given product.Geographical Pricing: Deciding how to price products for customers located in different parts of the country or world.International PricingPrice Adjustment Strategies(3)全球化的纺织服装增值链Shirt U$ 6.30 生产商(生产价) FOB U$ 8.50 加运输和关税 U$ 11.30 零售进价 U$ 28 零售价Price Changes-Initiating Price ChangesInitiating price cutsInitiating price increasesBuyer reactions to price changesCompetitor reactions to price changesPrice