第10章 定价：理解和获得消费者价值课件.pptVIP

世上没有不为减价两分钱所动的品牌忠诚者。 真正的问题所在是价值，而不是价格 价格战是商战中永恒的主题。 你不是通过价格出售产品，你是出售价格。 消费者渴望价值，也愿意为此付钱。明智的市场营销者应根据这一点为自己的产品定价。 价格的重要性 例： 假设某产品的销售量为10 000件，总成本为1 000 000元，预期的成本利润率为20％，则产品的单价是多少？ 单价=1000000/10000*(1+20%)=120(元/件） 例： 假设某厂生产甲产品的生产能力为10 000台，固定成本为120万元，国内只接到订货8 000台，售价1 000元，经核算只够保本。现有一外商洽谈订货2 000台，要求把价格降低到920元。试确定该项订货是否可以接受?如果接受，利润有何变化? 解：设Q为生产产品数量，P为产品单价，F为固定成本，Cv为变动成本，则由 Q=F/(P-Cv) Cv=P-F/Q=1000-1200000/8000=850(元/台） 又第二次订货的价格P=920Cv=850 该项定货可以接受。由于 (920-850)*2000=140000（元） 故如果接受订货，利润比原来增加140 000元。 注意： 当市场价格低于企业产品的总成本，企业又拿不出别的对策时，只好按变动成本定价。只要变动成本小于市面价格，企业即可获得一定的边际贡献来弥补企业的固定成本，因为不论企业生产是否进行，固定成本一样要支付，如果停产，损失更大，变动成本是定价的极限。如产品的市面价格已经低于企业的变动成本，生意就不能做了，因为在这种情况下，做多亏多，不如不做。 Note to Instructor Discussion Question How does a company like Starbuck’s price their products? This will lead to a good overview of the chapter as students will most likely focus on customers, costs and competitors. * * * * Note to Instructor Students often confuse value with low price. You might want to bring up a product that some of them will value even at a high price. You can bring up the latest iPhone product or a luxury car. Some students will feel that the price for these products is too high, however, others will see the value these products offer to the consumer. * * * Note to Instructor In many cases good-value pricing includes less expensive items. The text gives some examples: Taco Bell and McDonald’s offer “value menus.” Armani offers the less-expensive, more-casual Armani Exchange fashion line. Alberto-Culver’s TreSemmé hair care line promises “Curls you’ll love. A price you’ll adore.” Volkswagen recently reintroduced the Rabbit, an economical car with a base price under $16,000, because “The people want an entry-level price and top-level features.” * Note to Instructor This link is for Wal-Mart’s homepage. It is interesting to compare this to , which does NOT practice EDLP but focuses on special promotions and deals. * * * * * * Note to Instructor This link is to that sho