出口行销学ch9.pptVIP

Chapter 9:Pricing Objectivesand Policies Pricing Chapter objective What is price? Strategic dimensions Legal issues affecting pricing policies Chapter objectives Understand how pricing objectives should guide strategic planning Understand choices the marketing manager must make about price flexibility and price levels over the product life cycle Understand the many possible variations of a price structure Understand some of the legal issues affecting pricing Price Price : The amount of money that is charged for something of value. Prices are how much someone is willing to pay. Price is called differently university: tuition landlord: rent banks: interest transportation: fares highway: toll doctor ,lawyer: fee employee: wage motels: room rate Profit-oriented objectives Target return sets a specific level of profit as an objective. Profit maximization: to get as much profit as possible. Sales-oriented objectives Sales-oriented objective: to get some level of unit sales, dollar sales, or share of market, without referring to profit. Sales growth – for companies pioneering innovative products or technologies to develop markets. Growth in market share – to enjoy better economies of scale (more profits, lower costs). Status quo objectives Status quo: “Don’t rock the pricing boat.” To stabilize prices, or meet competition, or even avoid competition. Nonprice competition: aggressive action on one or more of the Ps other than price. Price level policies (p540-545) Influencing factors Skimming price policy Penetration pricing policy Introductory price dealing: temporary price cuts to speed new products into a market. Basic list prices: are the prices final customers or users are normally asked to pay for products. Value pricing – setting a fair price level for a marketing mix that really gives the target market superior custom