第10章定价理解和获得消费者价值.pptVIP

Note to Instructor The TI example continues as follows: Suppose TI runs a plant that produces 3,000 calculators per day. As TI gains experience in producing calculators, it learns how to do it better. Workers learn shortcuts and become more familiar with their equipment. With practice, the work becomes better organized, and TI finds better equipment and production processes. With higher volume, TI becomes more efficient and gains economies of scale. As a result, average cost tends to fall with accumulated production experience. This is shown in Figure 10.4. Thus, the average cost of producing the first 100,000 calculators is $10 per calculator. When the company has produced the first 200,000 calculators, the average cost has fallen to $9. After its accumulated production experience doubles again to 400,000, the average cost is $7. Here accumulated production is drawn on a semilog scale so that equal distances represent the same percentage increase in output. * * * * * * * * * 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. * * * Note to Instructor Factors that affect price elasticity of demand include: Unique product Quality Prestige Substitute products Cost relative to income * * * 盈亏平衡定价法是将价格定在总收益和总成本相等时的价格点上。 目标利润定价是企业将价格定在平衡点或实现期望利润目标的价格点上。 盈亏平衡分析和目标利润定价 制定价格时的考虑因素 盈亏平衡分析和目标利润定价 制定价格时的考虑因素 制定价格时的考虑因素 顾客的价格感知 产品成本 其他内外部因素 市场营销战略 目标和组合 市场和需求特点 竞争者的战略和价格 价格天花板 高于这个价格将没有需求 价格地板 低于这个价格将没有利润 制定价格时的考虑因素 顾客感知价值为价格设定了上限，而成本为之设定了下限。 企业在定价时必须考虑内外部因素。 影响价格决策的其他内外部因素 制定价格时的考虑因素 目标定价法先确定一个以顾客感知价值为基础的理想售价，然后以与价格相匹配为目标确定成本。 影响价格决策的其他内外部因素 制定价格时的考虑因素 组织因素包括： 谁应该设定价格？ 谁能影响价格？ 影响价格决策的其他内外部因素 制定价格时的考虑因素 在设定价格签，营销者须理解其产品的价格与需求间关系。 影响价格决策的其他内外部因素 市场和需求 制定价格时的考虑因素 影响价格决策的其他内外部因素 竞争 制定价格时的考虑因素 需求曲线描述了一定时期内不同价格下的市场需求量。 通常，需求量和价格负相关 高价格=低需求 对于奢侈品，高价格可以导致高需求，尤其当消费者认为价格越高质量越好时 影响价格决策的其他内外部