~个人珍藏~市场营销原理 管理学经典教材(英文版)菲利普·科特勒kotler12_exs.ppt

Pricing Strategies Chapter 12 Objectives Learn the major strategies for pricing imitative and new products. Understand how companies find a set of prices that maximizes the profits from the total product mix. Objectives Learn how companies adjust their prices to take into account different types of customers and situations. Know the key issues related to initiating and responding to price changes. Case Study Price is #1 factor influencing choice of cellular companies Prices in wireless industry dropped 25% in three years Few companies were profitable mLife ad campaign attempted to build the ATT wireless brand so consumers would consider value rather than just price Campaign met with strong initial success Definitions Market-Skimming Pricing Setting a high price for a new product to skim maximum revenues layer by layer from segments willing to pay the high price. Market-Penetration Pricing Setting a low price for a new product in order to attract a large number of buyers and a large market share. Product Mix Pricing Strategies Product Line Pricing Setting price steps between product line items. Price points Optional-Product备选产品 Pricing Pricing optional or accessory products sold with the main product Product Mix Pricing Strategies Captive-Product附属产品互补品 Pricing Pricing products that must be used with the main product High margins are often set for supplies Services: two-part pricing二分定价 strategy Fixed fee plus a variable usage rate Product Mix Pricing Strategies By-Product副产品 Pricing Pricing low-value by-products to get rid of them Product Bundle产品束 Pricing Pricing bundles of products sold together Price Adjustment Strategies Discount / allowance Segmented Psychological心理定价 Promotional Geographical International Types of discounts Cash discount Quantity discount Functional (trade) discount Seasonal discount Allowances Trade-in allowances以旧换新折让 Promotional allowances Price Adjustment Strategies Discount / allowance Segmented Psychological Promotional Geo