市场营销学第十章详解.pptVIP

* Note to Instructor Discussion Question How has the Internet has changed pricing competition? This link is to B, one of many Web sites that offers low prices. Ask them if they know of other sites where they can obtain low prices. Under pure competition, the market consists of many buyers and sellers trading in a uniform commodity, such as wheat, copper, or financial securities. No single buyer or seller has much effect on the going market price. In a purely competitive market, marketing research, product development, pricing, advertising, and sales promotion play little or no role. Thus, sellers in these markets do not spend much time on marketing strategy. Under monopolistic competition, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price. A range of prices occurs because sellers can differentiate their offers to buyers. Positioning on Under oligopolistic competition, the market consists of a few sellers who are highly sensitive to each other’s pricing and marketing strategies. Because there are few sellers, each seller is alert and responsive to competitors’ pricing strategies and moves. In a pure monopoly, the market consists of one seller. The seller may be a government monopoly (the U.S. Postal Service), a private regulated monopoly (a power company), or a private nonregulated monopoly (DuPont when it introduced nylon). Pricing is handled differently in each case. * * * Note to Instructor Factors that affect price elasticity of demand include: Unique product Quality Prestige Substitute products Cost relative to income * Note to Instructor Factors that affect price elasticity of demand include: Unique product Quality Prestige Substitute products Cost relative to income * * * * * * * * * * * * * * * * * * * * * * A reseller buys a product from a manufacturer for $40 and wants to earn 20 percent on the sales price. What will the new price be? 48 60 54 50 Projects ?Interview a local bu