ProductSelling Strategies that Add Value附加价值的产品销售策略.pptVIP

7-* Selling Products witha Price Strategy Low-price emphasis Consequences of low price tactics E-commerce impact on pricing 7-* Various Forms of Discounts Quantity: lower price for high quantity or dollar amount Seasonal: price adjusted by time of year Promotional allowance: give special price linked to special promotion or advertising campaign Trade/functional discounts: given to wholesalers for special services 7-* Consequences ofLow Price Tactics High/low involvement buyers? High emotional involvement with brand Low-involvement buyers focus on price Importance of quality? Role of price—quality relationship in sale Importance of service? Many buyers, particularly business-to-business, rank service above absolute price 7-* E-commerce and Price Transaction orientation: online sales persons mostly transaction-oriented, little value added Buyers often well informed: online buyers visit a number of Websites Adding value: again, adding value is very important 7-* Value-Added Selling Progressive marketers add value with intangibles Increased service and courtesy Prompt deliveries, more innovations Value-added approaches yield unique niche and competitive edge 7-* Value Addedby Lexus 7-* The Total Product Concept FIGURE 7.3 7-* Four Product DimensionsGeneric Product Generic product: basic product you are selling, describes product category . . . such as hotels, MP3 players, or insurance Example: Every Smith Hotel offers guest rooms, meeting rooms, and other basic hotel services 7-* Four Product DimensionsExpected Product Expected product: Everything that meets the customer’s minimal expectations beyond generic product Example: Every Smith Hotel offers not only guest rooms—but the rooms are very clean and spacious 7-* Four Product DimensionsValue-Added Product Value-added product: Salesperson offers customers more than they expect Example: Every Smith Hotel recalls your newspaper preference, wake-up time, and that you require wirelessInternet access 7-