Ch9 price 定价决策概要1.pptVIP

Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 9 - * External Factors Affecting Pricing Decisions The economy: Economic factors have a strong impact on pricing strategies. The recent recession has led to many consumers becoming more value-conscious. While some firms have cut price, others have shifted to featuring more affordable items in the marketing mix. Some firms have held price, but repositioned brands to enhance their value. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 9 - * Marketing in Action Rather than cutting prices, many companies are shifting their marketing communications to focus on more affordable items in the product mix. Home Depot does just that with their “More saving. More doing.” ad series. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 9 - * External Factors Affecting Pricing Decisions Other external factors: Channel member reaction to price. Governmental reaction or pricing controls. Social concerns. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 9 - * Market-Skimming Pricing Setting a high price for a new product to “skim” revenues layer-by-layer from those willing to pay the high price. Company makes fewer, but more profitable sales. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 9 - * New-Product Pricing Strategies When to use a market-skimming strategy: Product’s quality and image must support its higher price. Costs of low volume cannot be so high they cancel out the benefit of higher price. Competitors should not be able to enter market easily and undercut price. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall 9 - * Marketing in Action Electronics often use a skimming pricing strategy. The first VCRs cost in excess of $1,500 and declined to as low as $49 at the end of their life cycle. HDTVs originally cost $43,000 in 1990, yet many are now priced around $500. Copyright 2011, Pearson Education Inc.,