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销售管理有利润的客户关系英文版ObjectivesLearnthemajorstrategiesforpricingimitativeandnewproducts.Understandhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix.1ObjectivesLearnhowcompaniesadjusttheirpricestotakeintoaccountdifferenttypesofcustomersandsituations.Knowthekeyissuesrelatedtoinitiatingandrespondingtopricechanges.2Priceis#1factorinfluencingchoiceofcellularcompaniesPricesinwirelessindustrydropped25%inthreeyears

FewcompanieswereprofitablemLifeadcaignattemptedtobuildtheAT&TwirelessbrandsoconsumerswouldconsidervalueratherthanjustpriceCaignmetwithstronginitialsuccessmLife:AT&TWirelessCaseStudy3DefinitionsMarket-SkimmingPricingSettingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromsegmentswillingtopaythehighprice.Market-PenetrationPricingSettingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare.4ProductLinePricingSettingpricestepsbetweenproductlineitems.PricepointsOptional-ProductPricingPricingoptionaloraccessoryproductssoldwiththemainproductProductMix

PricingStrategies5Captive-ProductPricingPricingproductsthatmustbeusedwiththemainproductHighmarginsareoftensetforsuppliesServices:two-partpricingstrategyFixedfeeplusavariableusagerateProductMix

PricingStrategies6PriceAdjustmentStrategiesDiscount/allowanceSegmentedPsychologicalPromotionalGeographicalInternationalTypesofdiscountsCashdiscountQuantitydiscountFunctional(trade)discountSeasonaldiscountAllowancesTrade-inallowancesPromotionalallowancesStrategies

7PriceAdjustmentStrategiesDiscount/allowanceSegmentedPsychologicalPromotionalGeographicalInternationalTypesofsegmentedpricingstrategies:Customer-segmentProduct-formpricingLocationpricingTimepricingAlsocalledrevenueoryieldmanagementCertainconditionsmustexistforsegmentedpricingtobeeffectiveStrategies

8ConditionsNecessaryfor

SegmentedPricingEffectiveness

PriceAdjustmentStrategiesMarketissegmentableLowerpricedsegmentsarenotabletoresellCompetitorscannotundersellsegmentscharginghigherpricesPricingmustbelegalCostsofsegmentationcannotexceedrevenuesearnedSegmentedpricingmustreflectrealdifferencesincustomers’perceivedvalue9PriceAdjustmentStrategiesDiscount/allowanceSegmentedPsychologicalPromotionalGeographicalInternationalThepriceisusedtosaysomethingabouttheproduct.Price-qualityrelationshipReferencepricesDifferencesassmallasfivecentscanbeimportantNumericdigitsmayhavesymbolicandvisualqualitiesthatpsychologicallyinfluencethebuyerStrategies

10PriceAdjustmentStrategiesDiscount/allowanceSegmentedPsychologicalPromotionalGeographicalInternationalTemporarilypricingproductsbelowthelistpriceorevenbelowcostLossleadersSpecial-eventpricingCashrebatesLow-interestfinancing,longerwarranties,freemaintenancePromotionalpricingcanhaveadverseeffectsStrategies

11PromotionalPricingProblems

PriceAdjustmentStrategiesEasilycopiedbycompetitorsCreatesdeal-proneconsumersMayerodebrand’svalueNotalegitimatesubstituteforeffectivestrategicplanningFrequentuseleadstoindustrypricewarswhichbenefitfewfirms12PriceAdjustmentStrategiesDiscount/allowanceSegmentedPsychologicalPromotionalGeographicalInternationalPriceschargedinaspecificcountrydependonmanyfactorsEconomicconditionsCompetitivesituationLaws/regulationsDistributionsystemConsumerperceptionsCostconsiderationsStrategies

13InitiatingPriceCutsisDesirableWhenaFirm:HasexcesscapacityFacesfallingmarketshareduetopricecompetitionDesirestobeamarketshareleaderPriceChanges14PriceIncreasesareDesirable:Ifafirmcanincreaseprofit,facescostinflation,orfacesgreaterdemandthancanbesupplied.MethodsofIncreasingPriceAlternativestoIncreasingPriceReducingproductsize,usinglessexpensivematerials,unbundlingtheproduct.PriceChanges15Buyerreactionstopricechangesmustbeconsidered.Competitorsaremorelikelytoreacttopricechangesundercertainconditions.NumberoffirmsissmallProductisuniformBuyersarewellinformedPriceChanges16RespondToPriceChangesOnlyIf:Marketshare/profitswillbenegativelyaffectedifnothingischanged.Effectiveactioncanbetaken:ReducingpriceRaisingperceivedqualityImprovingqualityandincreasingpriceLaunchinglow-price“fightingbrand”PriceChanges17PricingwithinChannelLevelsPrice-fixingCompetitorscannotworkwitheachother

tosetpricesPredatorypricingFirmsmaynotsellbelowcost

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