市场营销-期末2-pricing-课件1

Chapter12DevelopingPricingStrategiesChapter12Taskthree:explainhowpricesaresettoreflectanorganization’sobjectivesandmarketconditions

Taskthree:explainhowprices一.Whatispricing二.ProceduresforSettingthePrice

Themaincontentsofthischapter

一.Whatispricing二.ProcedurWhatisPrice?Narrowlydefined,priceistheamountofmoneychargedforaproductorservice.WhatisPrice?WhatisPrice?Priceisoneofthemostimportantelementsdeterminingafirm’smarketshareandprofitability.Ifapriceistoohighinthemindsofconsumers,saleswillbelost.Ifapriceistoolow,revenuesmaynotmeetthecompany'sgoalsforreturnoninvestment.Priceisalsoonethemostflexibleelementsofthemarketingmixandcanbechangedquickly.WhatisPrice?Priceisoneof1. Selectingthepricing objective2.Determiningdemand3.Estimatingcosts4. Analyzingcompetitors’ costs,prices,andoffers5. Selectingapricing method6.Selectingfinalprice二.ProceduresforSettingthePrice1. Selectingthepricing2.DetSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSurvivalMaximizecurrentprofitsskimmingstrategyMaximizemarketsharePenetrationstrategyProductqualityleadersSettingthePricePricingProceSurvival------Feature:theprofitearnedunderthispricecanonlymakeupdailyexpenditure(pay+rawmaterial),itisatemporaryway,becauseinalongrun,theconsumptionofthefixedcostcantbemakeup------Situation:consumerdon’tknowyourproduct,ortheproductisunmarketable.Survival8Maximizecurrentprofits

------Feature:sethighpriceandgainprofitquickly------Situation:demandislargerthansupply,ortheproductismarketableMaximizecurrentprofits9Maximizemarketshare------Feature:Penetrationstrategy:setlowprice------Situation:thecompanymusthavetheabilityofdoingmassproductionMaximizemarketshare10Productqualityleaders

------Feature:sethighprice,highpricecangainhighqualityandhighprofit------Situation:thecompanyhasahighreputationintheheartofconsumerProductqualityleaders11SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceEstimatedemandcurvesUnderstandpriceelasticityofdemandElasticityInelasticitySettingthePricePricingProceEstimatedemandcurves----lawofdemand:whenallotherconditionsareunchanged,PQandviceverse

----thepriceoftheproductisdeterminedbythevalueofthisproduct,andthepricewillbeflunkedaffectedbythesupplyanddemand.----ThedemanddecidetheupperlevelofthepriceEstimatedemandcurves13PQ0PQ014-----Priceelasticityofdemand

需求价格弹性

formula:E(弹性系数）:

Percentagechangeinthequantitydemanded/percentagechangeinprice-----Priceelasticityof15

E>1elasticitycompanycan’tchangepriceordecreasetheprice

eg:luxurygoods

E<1inelasticitycompanycanincreasepriceEg:necessities:saltE>1elasticitycom16SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceTypesofcostsandlevelsofproductionmustbeconsideredSettingthePricePricingProceTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsTypesofCostsTotalcost=fixedcost+variablecostAveragecost=Totalcost/totaloutputsothepresumptionofgainingprofitisthat:thepricecantbelowerthantheaveragecost.

ThecostdecidethelowerlevelofthepriceTotalcost=fixedcost+varia19SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceFirmsmustanalyzethecompetitionwithrespectto:CostsPricesQualityPossiblepricereactions(why,temporary?etc)SettingthePricePricingProceSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSelectmethodofPrice-settingMarkuppricingPerceived-valuepricingGoing-ratepricingAuction-typepricingSettingthePricePricingProce计算公式单位成本定价=1—预计利润A:Markuppricing成本加成定价法价格=成本+适当的百分比作为利润Example：P352计算公式A:Markuppricing成本加成定这是件宝物，你认为它值多少？底价1万元我认为它值3万，你愿意卖吗？发了！净赚2万B:PerceivedValuePricing认知价值定价法这是件宝物，底价1万元我认为它值3万，发了！B:Perc

-----Moreandmorecompanyrealizedthatthekeyofsettingthepriceisnotonthecostoftheseller’sproductbuttheperceiveoftheconsumerontheproduct-----thecustomerjudgethepriceoftheproductaccordingtotheirexperience-----thekeyofthismethodistobesurecorrectlytheperceiveoftheconsumeronthisproduct-----Moreandmorecompanyr24C:Going-RatePricing通行价格定价法

Basesitspricelargelyoncompetitors’priceFollowtheleaderThemethodisusedwhentheproductdifferentiationissmallorthecompanywantstocoexistharmoniouslywithcompetitorsDangerexists:thelowerofthecompetitor’spricemayleadtothefollowerfallintotheplightC:Going-RatePricing通行价格定价法老板，A公司的定价是20元B公司是25元我们就订23元吧通行价格定价策略老板，A公司B公司是25元我们就通行价格定价策略SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceRequiresconsiderationofadditionalfactors:PsychologicalpricingPromotionalpricingDiscriminatoryPricingSettingthePricePricingProce9.97元9.94元美国人喜欢奇数日本人喜欢偶数标价精确给人以信赖感低价值商品9.98元中国人喜欢8和6心理定价法——零头定价

Psychologicalpricing9.97元9.94元美国人喜欢奇数日本人喜欢偶数标价精确给人一档二档三档四档15.35元16.7元24.8元29.9元体现品质差别，顾客感到卖方认真负责心理定价法——分档定价

Psychologicalpricing一档二档名牌产品或名牌企业高价值产品3000元9999元168元588元购买它可以显示消费者身份，高价格，高身份心理定价法——声望定价

Psychologicalpricing名牌产品或名牌企业高价值产品3000元9999元168元58老板，啤酒多少钱一扎啤酒每扎

4.5元老规矩，与原来一样心理定价法——习惯定价

Psychologicalpricing老板，啤酒每扎老规矩，心理定价法——习惯定价

Psychol快来买啦！大减价了原价：149元现价：38元这么便宜？心理定价法——招徕定价

Psychologicalpricing快来买啦！原价：149元这么便宜？心理定价法——招徕定价

P促销定价Promotionalpricing促销定价Promotionalpricing本店特价基围虾28元/斤牺牲品定价小海南海鲜大酒楼有没有搞错，老板赚什么钱促销定价（1）本店特价牺牲品定价小海南海鲜大酒楼有没有搞错，促销定价（1）楼上楼海鲜螃蟹38元/斤每座只供应半斤长安奥托2万元/辆只有1辆且已被人订购锦官新城电梯公寓2480元/平方米只有2套春天百货服装2折起只有2种式样购物优惠半价买手机只买给前50名海信21寸彩电震撼价998元/台只买200台资料：牺牲品定价中的限量供应楼上楼海鲜螃蟹38元/斤每座只供应半斤长安奥托2万元

彩电春节大优惠原价1300元现价1100元特别事件定价促销定价（2）彩电特别事件定价促销定价（2）特大优惠本商店商品一律买100元送10元现金回扣华联商厦促销定价（3）特大优惠现金回扣华联商厦促销定价（3）没关系，我们可以帮你在银行贷款低息贷款我想要买房，但我的钱不够促销定价（4）没关系，低息贷款我想要买房，促销定价（4）差别定价DiscriminatoryPricing

CustomerSegmentPricingProduct-FormPricingLocationPricingChannelPricingImagePricingTimePricing差别定价DiscriminatoryPricing顾客细分定价工业用电农业用电事业单位用电居民用电娱乐、餐饮用电城市照明差别定价（1）顾客细分定价工业用电差别定价（1）产品式样定价价格：98元价格：48元装有调光开关成本15元普通开关成本5元差别定价（2）产品式样定价价格：98元价格：48元装有调光开关普通开关差别78元198元形象定价泸州老窖泸州老窖水晶瓶普通瓶差别定价（3）78元198元形象定价泸泸水普差别定价（3）2001甲A联赛四川全兴——大连万达特区：160元甲区：120元乙区：40元丙区：20元地点定价差别定价（4）2001甲A联赛地点定价差别定价（4）明仕保龄球馆上午：5元/局下午：8元/局晚上：15元/局时间定价差别定价（5）明仕保龄球馆时间定价差别定价（5）按顾客一般人、教师、学生、军人、团体、儿童按时间早班、晚班、首航、寒暑假、节假日按档次特等舱、普通舱、包机按距离单程、来回程、联程、按出票时间预购、既购民航的差别定价按顾客一般人、教师、学生、军人、团体、儿童按时间早班、晚班、ThankYou!ThankYou!Chapter12DevelopingPricingStrategiesChapter12Taskthree:explainhowpricesaresettoreflectanorganization’sobjectivesandmarketconditions

Taskthree:explainhowprices一.Whatispricing二.ProceduresforSettingthePrice

Themaincontentsofthischapter

一.Whatispricing二.ProcedurWhatisPrice?Narrowlydefined,priceistheamountofmoneychargedforaproductorservice.WhatisPrice?WhatisPrice?Priceisoneofthemostimportantelementsdeterminingafirm’smarketshareandprofitability.Ifapriceistoohighinthemindsofconsumers,saleswillbelost.Ifapriceistoolow,revenuesmaynotmeetthecompany'sgoalsforreturnoninvestment.Priceisalsoonethemostflexibleelementsofthemarketingmixandcanbechangedquickly.WhatisPrice?Priceisoneof1. Selectingthepricing objective2.Determiningdemand3.Estimatingcosts4. Analyzingcompetitors’ costs,prices,andoffers5. Selectingapricing method6.Selectingfinalprice二.ProceduresforSettingthePrice1. Selectingthepricing2.DetSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSurvivalMaximizecurrentprofitsskimmingstrategyMaximizemarketsharePenetrationstrategyProductqualityleadersSettingthePricePricingProceSurvival------Feature:theprofitearnedunderthispricecanonlymakeupdailyexpenditure(pay+rawmaterial),itisatemporaryway,becauseinalongrun,theconsumptionofthefixedcostcantbemakeup------Situation:consumerdon’tknowyourproduct,ortheproductisunmarketable.Survival54Maximizecurrentprofits

------Feature:sethighpriceandgainprofitquickly------Situation:demandislargerthansupply,ortheproductismarketableMaximizecurrentprofits55Maximizemarketshare------Feature:Penetrationstrategy:setlowprice------Situation:thecompanymusthavetheabilityofdoingmassproductionMaximizemarketshare56Productqualityleaders

------Feature:sethighprice,highpricecangainhighqualityandhighprofit------Situation:thecompanyhasahighreputationintheheartofconsumerProductqualityleaders57SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceEstimatedemandcurvesUnderstandpriceelasticityofdemandElasticityInelasticitySettingthePricePricingProceEstimatedemandcurves----lawofdemand:whenallotherconditionsareunchanged,PQandviceverse

----thepriceoftheproductisdeterminedbythevalueofthisproduct,andthepricewillbeflunkedaffectedbythesupplyanddemand.----ThedemanddecidetheupperlevelofthepriceEstimatedemandcurves59PQ0PQ060-----Priceelasticityofdemand

需求价格弹性

formula:E(弹性系数）:

Percentagechangeinthequantitydemanded/percentagechangeinprice-----Priceelasticityof61

E>1elasticitycompanycan’tchangepriceordecreasetheprice

eg:luxurygoods

E<1inelasticitycompanycanincreasepriceEg:necessities:saltE>1elasticitycom62SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceTypesofcostsandlevelsofproductionmustbeconsideredSettingthePricePricingProceTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsTypesofCostsTotalcost=fixedcost+variablecostAveragecost=Totalcost/totaloutputsothepresumptionofgainingprofitisthat:thepricecantbelowerthantheaveragecost.

ThecostdecidethelowerlevelofthepriceTotalcost=fixedcost+varia65SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceFirmsmustanalyzethecompetitionwithrespectto:CostsPricesQualityPossiblepricereactions(why,temporary?etc)SettingthePricePricingProceSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSelectmethodofPrice-settingMarkuppricingPerceived-valuepricingGoing-ratepricingAuction-typepricingSettingthePricePricingProce计算公式单位成本定价=1—预计利润A:Markuppricing成本加成定价法价格=成本+适当的百分比作为利润Example：P352计算公式A:Markuppricing成本加成定这是件宝物，你认为它值多少？底价1万元我认为它值3万，你愿意卖吗？发了！净赚2万B:PerceivedValuePricing认知价值定价法这是件宝物，底价1万元我认为它值3万，发了！B:Perc

-----Moreandmorecompanyrealizedthatthekeyofsettingthepriceisnotonthecostoftheseller’sproductbuttheperceiveoftheconsumerontheproduct-----thecustomerjudgethepriceoftheproductaccordingtotheirexperience-----thekeyofthismethodistobesurecorrectlytheperceiveoftheconsumeronthisproduct-----Moreandmorecompanyr70C:Going-RatePricing通行价格定价法

Basesitspricelargelyoncompetitors’priceFollowtheleaderThemethodisusedwhentheproductdifferentiationissmallorthecompanywantstocoexistharmoniouslywithcompetitorsDangerexists:thelowerofthecompetitor’spricemayleadtothefollowerfallintotheplightC:Going-RatePricing通行价格定价法老板，A公司的定价是20元B公司是25元我们就订23元吧通行价格定价策略老板，A公司B公司是25元我们就通行价格定价策略SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceRequiresconsiderationofadditionalfactors:PsychologicalpricingPromotionalpricingDiscriminatoryPricingSettingthePricePricingProce9.97元9.94元美国人喜欢奇数日本人喜欢偶数标价精确给人以信赖感低价值商品9.98元中国人喜欢8和6心理定价法——零头定价

Psychologicalpricing9.97元9.94元美国人喜欢奇数日本人喜欢偶数标价精确给人一档二档三档四档15.35元16.7元24.8元29.9元体现品质差别，顾客感到卖方认真负责心理定价法——分档定价

Psychologicalpricing一档二档名牌产品或名牌企业高价值产品3000元9999元168元58