市场营销chapter12讲义.docVIP

一Selecting the pricing Objective A company can pursue any of five major objectives through pricing: survival, maximum current profit, maximum market share, maximum market skimming, or product-quality leadership. 1.1Survival is a short-term objective that is appropriate for companies plagued with overcapacity, intense competition, or changing consumer wants. Profits are less important than survival. As long as prices cover variable costs and some fixed costs, the company stays in business. However, survival is a short-run objective; in the long run, the firm must learn how to add value or face extinction. 1.2To maximize current profits, companies estimate the demand and costs associated with alternative prices and then choose the price that produces maximum current profit, cash flow, or return on investment, This strategy assumes that the firm has knowledge of its demand and cost functions; in reality, these are difficult to estimate. longdan 1.3Firms choosing the objective of maximum market share believe that higher sales volume will lead to lower unit costs and higher long-run profit. 1.4Many companies favor setting high prices to “skim” the market. This market skimming pricing objective makes sense when enough buyers have high current demand; the unit costs of producing a small volume are not so high that they cancel the advantage of charging what the traffic will bear; the high initial price does not attract more competitors, and the high price communicates the image of a superior product. 所谓“撇脂定价法”，就是为产品定一个高价，以在短期内攫取最大利润为目标，而不是以实现最大的销量为目标。 1.5Companies such as Maytag that aim to be product-quality leaders will offer premium products at premium prices. Because they offer top quality plus innovative features that deliver wanted benefits, these firms can charge more. 二、Selecting a Pricing Method 1，?成本导向定价法: 以成本导向的定价方法的思路是：在定价时，首先要考虑收回企业在生产经营中的全部成本，然后再考虑取得一定的利润。其中常用的有成本加成定价法和销售定价法。（1）?Markup Pricing成本加成定价法 The most elementary pricing method is to add a standard mar