成本与管理会计12.pptVIP

* * * * ? 2009 Pearson Prentice Hall. All rights reserved. ? 2009 Pearson Prentice Hall. All rights reserved. (c) 2009 Pearson Prentice Hall. All rights reserved. (c) 2009 Pearson Prentice Hall. All rights reserved. Pricing Decisions and Cost Management Pricing and Business How companies price a product or service ultimately depends on the demand and supply for it Three influences on demand supply: Customers Competitors Costs Influences on Demand Supply Customers – influence price through their effect on the demand for a product or service, based on factors such as quality and product features Competitors – influence price through their pricing schemes, product features, and production volume Costs – influence prices because they affect supply (the lower the cost, the greater the quantity a firm is willing to supply) Time Horizons and Pricing Short-run pricing decisions have a time horizon of less than one year and include decisions such as: Pricing a one-time-only special order with no long-run implications：EX P328 EX12-18 Adjusting product mix and output volume in a competitive market Long-run pricing decisions have a time horizon of one year or longer and include decisions such as: Pricing a product in a major market where there is some leeway in setting price EX329 Differences Affecting Pricing:Long Run vs. Short Run Costs that are often irrelevant for short-run policy decisions, such as fixed costs that cannot be changed, are generally relevant in the long run because costs can be altered in the long run Profit margins in long-run pricing decisions are often set to earn a reasonable return on investment – prices are decreased when demand is weak and increased when demand is strong Alternative Long-Run Pricing Approaches Market-Based: price charged is based on what customers want and how competitors react Cost-Based: price charged is based on what it cost to produce, coupled with the ability to recoup the costs and still achieve a required rate of return