市场营销学双语课件 Seing ricing olicy

DesigningPricingStrategiesandObjectivesSettingthePriceAdaptingthePriceInitiating&RespondingtoPriceChangesPriceHigh

Medium

LowHighLow

ProductQualityMedPremiumValue

MediumValueEconomyOverchargingRip-OffFalseEconomyHighValueSuperValueGood-ValuePrice-QualityStrategiesSettingPricingPolicy1. Selectingthepricing objective2.Determiningdemand3.Estimatingcosts4. Analyzingcompetitors’ costs,prices,andoffers5. Selectingapricing method6.SelectingfinalpriceTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsTheThreeC’sModel

forPriceSettingCostsCompetitors’pricesandpricesofsubstitutesCustomers’assessmentofuniqueproductfeaturesLowPriceNopossibleprofitatthispriceHighPriceNopossibledemandatthispricePricingMethodsMarkupPricingTargetReturnPricingPerceivedValuePricingValuePricingGoing-RatePricingSealed-BidPricingSomeimportantpricingdefinitionsUtility:TheattributethatmakesitcapableofwantsatisfactionValue:TheworthintermsofotherproductsPrice:Themonetarymediumofexchange.ValueExample:CaterpillarTractoris$100,000vs.Market$90,000$90,000ifequal7,000extradurable6,000reliability5,000service

2,000warranty$110,000inbenefits-

$10,000discount!PromotionalPricingLoss-leaderpricingSpecial-eventpricingCashrebatesLow-interestfinancingLongerpaymenttermsWarranties&servicecontractsPsychologicaldiscountingPsychologicalPricingMostAttractive?BetterValue?Psychologicalreasontopricethisway?A32oz.$2.19B26oz.$1.99AssumeEqualQualityDiscriminatoryPricingTimeProduct-formCustomer

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