定价考虑因素和方案

PricingConsiderations

andApproaches

产品定价：

定价考虑因素和方案0Objectives目标Understandtheinternalfactorsaffectingafirm’spricingdecisions.Understandtheexternalfactorsaffectingpricingdecisions,includingtheimpactofconsumerperceptionsofpriceandvalue.Beabletocontrastthethreegeneralapproachestosettingprices.理解影响公司定价决策的内部因素理解影响定价决策的外部因素，包括消费者的感知价格和价值的影响能够比较定价的三种常用方法1“Buyer-drivencommerce”conceptofferslowerpricestoconsumersandtheabilitytosellexcessinventorytosellers13.5millionusercustomerbaseTremendousgrowth

PCaseStudy案例“购买者驱动商业”概念给消费者提供了更低的价格，为销售者提供了销售额外存货的能力1350万使用者的消费者基础巨大的成长2CaseStudy案例PMostdealsrelatetotravelortimesensitive/perishableservicesNotallventureshavebeenprofitable

Somecustomersfinditdifficulttocommittopurchasepriortolearningdetails大多数的交易涉及灵敏的旅行或时间/易腐烂服务不是所有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行购买3PriceHasManyNames价格拥有许多名字WhatisPrice?价格是什么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PriceTheamountofmoneychargedforaproductorservice,orthesumofthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.价格是一种产品和服务的标价，价格表现的是消费者在交换中，所获得的和使用的产品或服务的价值5DynamicPricingontheWeballowsSELLERSto:Chargelowerprices,reaphighermargins.Monitorcustomerbehaviorandtailoroffers.Changepricesontheflytoadjustforchangesindemandorcosts.Negotiatepricesinonlineauctionsandexchanges.WhatisPrice?价格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，根据个人调整服务根据需求或成本变化及时改变价格对网上拍卖和交易讨价还价

6DynamicPricingontheWeballowsBUYERSto:Getinstantpricecomparisonsfromthousandsofvendors.Findandnegotiatelowerprices.Negotiatepricesinonlineauctionsandexchanges.WhatisPrice?价格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格比较找到较低价格和还价通过网上拍卖和交易讨价还价7PriceandtheMarketingMix:OnlyelementtoproducerevenuesMostflexibleelementCanbechangedquicklyPriceCompetitionCommonPricingMistakesWhatisPrice?价格是什么价格和营销混合：唯一产生收入的元素最富有弹性的元素能够被迅速地调整价格竞争普遍的定价错误8FactorstoConsiderWhenSettingPrice定价的考虑因素MarketingobjectivesMarketingmixstrategiesCostsOrganizationalconsiderationsInternalFactors内部因素市场营销目标市场营销组合策略成本组织情况9FactorstoConsiderWhenSettingPrice定价的考虑因素MarketpositioninginfluencespricingstrategyOtherpricingobjectives:SurvivalCurrentprofitmaximizationMarketshareleadershipProductqualityleadershipNot-for-profitobjectives:PartialorfullcostrecoverySocialpricingMarketingobjectives营销目标市场定位定价战略的影响因素其它定价目标:生存当前利润最大化市场份额领先产品质量领先非营利目标:部分或全部成本回收社会性定价10PricingmustbecarefullycoordinatedwiththeothermarketingmixelementsTargetcostingisoftenusedtosupportproductpositioningstrategiesbasedonpriceNonpricepositioningcanalsobeusedFactorstoConsiderWhenSettingPrice定价的考虑因素营销混合战略Marketingmixstrategies定价必须与其它营销组合元素协调一致目标成本计算通常用于支持基于以价格为产品定位的战略非价格定位也能使用11Typesofcosts:VariableFixedTotalcostsHowcostsvaryatdifferentproductionlevelswillinfluencepricesettingExperience(learning)curveeffectsonpriceCosts成本成本类型:可变成本固定成本总成本不同生产水平下的成本变换怎样影响价格的制定经验（学习）曲线影响价格FactorstoConsiderWhenSettingPrice定价的考虑因素12OrganizationalconsiderationsWhosetstheprice?Smallcompanies:CEOortopmanagementLargecompanies:DivisionalorproductlinemanagersPricenegotiationiscommoninindustrialsettingsSomeindustrieshavepricingdepartments组织考虑谁制定价格？小公司：高级管理层的CEO大公司：分部或产品线经理人价格协商在行业设置中很普遍一些行业有定价部门FactorstoConsiderWhenSettingPrice定价的考虑因素13NatureofmarketanddemandCompetitors’costs,prices,andoffersOtherenvironmentalelementsExternalFactorsFactorstoConsiderWhenSettingPrice定价的考虑因素外部因素市场与需求的特性竞争者的成本，价格和条件其它环境因素14FactorstoConsiderWhenSettingPrice定价的考虑因素TypesofmarketsPurecompetitionMonopolisticcompetitionOligopolisticcompetitionPuremonopolyConsumerperceptionsofpriceandvaluePrice-demandrelationshipDemandcurvePriceelasticityofdemand市场与需求的特性Natureofmarketanddemand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格和价值的看法价格－需求关系需求曲线需求的价格弹性15Competitors’costs,prices,andoffersConsidercompetitors’costs,prices,andpossiblereactionswhendevelopingapricingstrategyPricingstrategyinfluencesthenatureofcompetitionLow-pricelow-marginstrategiesinhibitcompetitionHigh-pricehigh-marginstrategiesattractcompetitionBenchmarkingcostsagainstthecompetitionisrecommendedFactorstoConsiderWhenSettingPrice定价的考虑因素竞争者的成本，价格和条件发展定价战略时，考虑竞争者的成本，价格和可能作出的反应定价战略影响竞争的特性低价格低利润战略抵制竞争高价格高利润战略吸引竞争建议建立抵制竞争的基准成本16OtherenvironmentalelementsEconomicconditionsAffectproductioncostsAffectbuyerperceptionsofpriceandvalueResellerreactionstopricesmustbeconsideredGovernmentmayrestrictorlimitpricingoptionsSocialconsiderationsmaybetakenintoaccountFactorstoConsiderWhenSettingPrice定价的考虑因素其它环境因素经济状况影响产品成本影响购买者对价格和价值的感知中间商对价格的看法必须被考虑政府可以限定有限的定价选择权社会因素必须被考虑17Cost-BasedPricing:Cost-PlusPricingAddingastandardmarkuptocostIgnoresdemandandcompetitionPopularpricingtechniquebecause:ItsimplifiesthepricingprocessPricecompetitionmaybeminimizedItisperceivedasmorefairtobothbuyersandsellersGeneralPricingApproaches

一般定价方案基于成本的定价决策：成本加成定价在产品成本上增加一个标准的加成忽略需求和竞争受欢迎的定价工具原因是：

简化了定价过程

价格竞争最小化

被认为对销售者和购买者都公平18Cost-BasedPricingExampleVariablecosts:$20Fixedcosts:$500,000Expectedsales:100,000unitsDesiredSalesMarkup:20%

VariableCost+FixedCosts/UnitSales=UnitCost$20+$500,000/100,000=$25perunitUnitCost/(1–DesiredReturnonSales)=MarkupPrice$25/(1-.20)=$31.25GeneralPricingApproaches

一般定价方案

基于成本的定价实例可变成本：20美元固定成本:500,000美元期望销售量:100,000单元预期的加成幅度:20%可变成本+固定成本/销售量=单位成本$20+$500,000/100,000=$25每单元单位成本/(1–期望收益率)=加成后的价格$25/(1-.20)=$31.2519Cost-BasedPricing:Break-EvenAnalysisandTargetProfitPricingBreak-evenchartsshowtotalcostandtotalrevenuesatdifferentlevelsofunitvolume.Theintersectionofthetotalrevenueandtotalcostcurvesisthebreak-evenpoint.Companieswishingtomakeaprofitmustexceedthebreak-evenunitvolume.GeneralPricingApproaches

一般定价方案基于成本的定价决策：盈亏平衡定价法和目标利润定价法盈亏平衡图显示在不同单位销量水平上的总成本和总收入总收入和总成本曲线的交叉点是盈亏平衡点希望盈利的公司必须超过盈亏平衡点的销量20Break-EvenAnalysisandTargetProfitPricing盈亏平衡分析和目标利润定价固定成本总成本总收入销售数量（千台）成本（千美元）0 10 20 30 40 1000800600400200盈亏平衡分析目标利润200,000美元满足目标利润的销售量GeneralPricingApproaches

一般定价方案21Value-BasedPricing:Usesbuyers’perceptionsofvalueratherthanseller’scoststosetprice.Measuringperceivedvaluecanbedifficult.GeneralPricingApproaches

一般定价方案基于价值的定价法:使用购买者感知的价值，而不是销售者制定价格的成本衡量感知价值可能是困难的22GeneralPricingApproaches

一般定价方案Value-BasedPricing:Consumerattitudestowardpriceandqualityhaveshifteddu