R-Chap010-pricing.pptVIP

Leader Pricing Certain items are priced lower than normal to increase customers traffic flow and/or boost sales of complementary products Best items: purchased frequently, primarily by price-sensitive shoppers Examples: bread, eggs, milk, disposable diapers Might attract cherry pickers Allan Rosenberg/Cole Group/Getty Images Dennis Gray/Cole Group/Getty Images Ryan McVay/Getty Images Price Lining A limited number of predetermined price points. Ex: $59.99 (good), $89.99 (better), and 129.99 (best) Benefits: Eliminates confusion of many prices Merchandising task is simplified Gives buyers flexibility Can get customers to “trade up(买更高价东西)” Odd Pricing A price that ends in an odd number (.9) $2.99 Assumption: Consumers perceive as $2 without noticing the digits 9 endings signal low prices Retailers believe the practice increases sales, but probably doesn’t Internet and Price Competition The Internet offers unlimited shopping experience Seeking lowest price? Use shopping bots or search engines These programs search for and provide lists of sites selling what interests the consumer Retailers using the electronic channel can reduce customer emphasis on price by providing services and better information. (c) image100/PunchStock Price Discrimination Predatory Pricing Resale Price Maintenance Horizontal KeywordsPrice fixing Bait Keywords and Switch tactics Scanned vs. Posted Prices Legal and Ethical Pricing Issues PhotoDisc/Getty Images 14 - * CHAPTER 2 CHAPTER 1 CHAPTER 10 商品管理（Merchandise Management） 问题 为什么有些零售商经常降价销售，另一些零售商却希望保持每日低价策略？ ? 零售商如何确定零售价格？ ? 零售商为何降价？ ? 零售商降价要遵循什么原则？ ? 在什么情况下零售商的定价行为会遇到法律问题？ 为什么定价是重要的？ 定价是重要的，因为消费者有较多的价格信息和多样的选择。 消费者寻找好的价值 价值 value = perceived benefits price 所以，零售商通过提高所感知的利益和降低商品价格而增加价值并刺激销售 定价策略: 高/低价策略 High/Low Pricing 通过经常性的商品促销降低初始所定的价格 优点 通过降价增加利润 同一种商品在多重市场上具有吸引力 促销刺激消费 推动商品流通 缺点 使消费者习惯于等待，在促销时购买 对利润有负面影响 定价策略: 每日低价 Everyday Low Pricing（ EDLP ） 强调把价格定得低于正常价格，但高于其竞争者打折后的价格 并非总是市场上的最