R-Chap010-pricing课件.ppt

商品定价;商品管理（Merchandise Management）; 问题;为什么定价是重要的？;定价策略: 高/低价策略 High/Low Pricing;定价策略: 每日低价 Everyday Low Pricing（ EDLP ）;;每日低价 EDLP Assures customers low prices Reduces advertising and operating expenses Better supply chain management Fewer stockouts Higher inventory turns;定价应考虑：;消费者价格敏感性和成本;价格敏感消费者(需求曲线 demand curve);不同价格的利润;搜集并使用竞争价格数据;零售商如何降价竞争？;定价;零售价格和加价 Retail Price and Markup (MU);零售定价的成本导向定价法 ?;Initial Retail Price = Cost of Merchandise (1-markup percentage);降价：降低初始零售价格 原因： 清仓（处理商品）和促销（贱卖） 降价销售通常会增加现金流量 增加商店的顾客流量 提高互补性产品的销售量 ;零售定价的需求导向定价法;保本点分析 Break-Even Analysis;Breakeven Analysis;Price Adjustments;Clearance Markdowns to get rid of slow-moving, obsolete merchandise Promotional Markdowns To increase sales and promote merchandise To Increase traffic flow and sale of complementary products generate excitement through a sale To generate cash to buy additional merchandise;Optimizing Markdown Decisions;Optimizing Markdown Decisions;Liquidating Markdown Merchandise;Variable Pricing and Price Discrimination;Variable Pricing and Price Discrimination;Variable Pricing and Price Discrimination;Set prices based on customer characteristics related to willingness to pay Fashion sensitive customers will pay more so charge higher prices when fashion first introduced – reduce price later in season Price sensitive customers will expend effort to get lower prices – coupons Elderly customers eat earlier and are more price sensitive so offer early bird specials;Leader Pricing Price Lining Odd Pricing;Leader Pricing;Price Lining;Odd Pricing;Internet and Price Competition;Price Discrimination Predatory Pricing Resale Price Maintenance Horizontal KeywordsPrice fixing Bait Keywords and Switch tactics Scanned vs. Posted Prices;Initial and Maintained Markup;初始加价 Initial Markup;Initial Markup and Initial Retail Price;Example of Setting theInitial Retail Price;Example of Setting theInitial Retail Price;Keywords