国际营销国际营销国际营销 (24).pdf

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1、Developing Pricing Strategies and ProgramsChapter 1201How do consumers process and evaluate prices?Learning Objectives02How should a company set prices initially for products or services?03How should a company adapt prices to meet varying circumstances and opportunities?04When and how should a compa

2、ny initiate a price change?05How should a company respond to a competitors price change?Understanding Pricing Get instant vendor price comparisons Check prices at the point of purchase Name your price and have it met Get products free Monitor customer behavior&tailor offers Give customers access to

3、special prices Negotiate prices online or even in person Pricing in a digital worldA changing pricing environmentSharing economyBarteringRentingUnderstanding PricingUnderstanding Pricing How companies priceSmall companies:bossLarge companies:division/product line managers How companies should priceU

4、nderstanding of consumer pricing psychologya systematic approach to setting,adapting,and changing pricesSTART123Consumer Psychology and PricingReference pricesPrice-quality inferencesPrice endingsReference PricesSetting the PriceStep 1:Selecting the Pricing ObjectiveSurvivalMaximum current profitMax

5、imum market shareMaximum market skimmingProduct-quality leadershipOther objectivesPrice sensitivityEstimating demand curvesSurveys,price experiments,&statistical analysisPrice elasticity of demandStep 2:Determining DemandFigure 12.1Inelastic And Elastic DemandPrice SensitivityStep 3:Estimating Costs

6、Types of costs and levels of production Fixed vs.variable costs Total costs Average cost Accumulated production Experience/learning curveStep 3:Estimating Costs Target costing Price less desired profit marginStep 3:Estimating Costs Firm must take competitors costs,prices,&reactions into account Valu

7、e-priced competitorsStep 4:Analyzing Competitors PricesStep 5:Selecting a Pricing Method Figure 12.4:three major considerations in price Costs=price floor Competitors prices=orienting point Customers assessment of unique features=price ceiling Markup pricing Add a standard markup to the products cos

8、tStep 5:Selecting a Pricing Method Target-return pricing Price that yields its target rate of return on investmentStep 5:Selecting a Pricing MethodFigure 12.5Break-Even for Target-Return Price Perceived-value pricing Based on buyers image of product,channel deliverables,warranty quality,customer sup

9、port,and softer attributes(e.g.,reputation)Step 5:Selecting a Pricing MethodValue pricingEDLPHigh-low pricingGoing-rate pricingStep 5:Selecting a Pricing MethodStep 5:Selecting a Pricing MethodAuction-type pricingEnglish(ascending)Dutch(descending)Sealed-bidStep 6:Selecting the Final Price Impact of other marketing activities Company pricing policies Gain-and-risk-sharing pricing Impact of price on other parties Additional factors to select final price: