市场营销学 第七讲 价格决策.pptVIP

* Mini-case:Sears Sears’s pricing strategies have played a major role in the company’s ups and downs over the course of ten decades.Sears originally became America’s largest retailer by offering quality merchandise at affordable prices.In the late 1960s,however,the company decided to upgrade its merchandise and raise prices.when higher prices caused many loyal shoppers to switch to lower-priced competitors,Sears continued to lose customer to Wal-mart,Kmart,and other discounters.its market share slid 33 percent during the 1980s,and America’s largest retailer found itself in big trouble. In the spring of 1989, in what it called the biggest change in its 102-year history, Sears launched a bold new pricing strategy.Scrapping its decades- old weekly sales approach, it adopted a no-sales,everyday low- price strategy.Sears closed all of its 824 stores for 42 hours and retagged every piece of merchandise,slashing prices by as much as 50 percent. In its biggest ever advertising campaign,the huge retailer proclaimed,”we ‘ve lowered our prices on over 50000 items! Sears:your money’s worth and a whole lot more. Sears bet that its new everyday low-price strategy would pull consumers back into its stores and revive sagging profit.and at first,sales did surge under the new pricing policy,but the poly involved many risks, and after The initiate fanfare died down,Sears’s sales and profits began to decline once more. To be successful with everyday low prices,Sears first had to achieve everyday low cost.however,its cost traditionally had run much higher than Those of its competitors. With its bloated cost structure, the price slashing left Sears with paper-thin margins,causing profits to fall. Beyond cost problems,Sears faced the even tougher problem of trying to change consumer perceptions of its prices and practices.for decades, Sears had conditioned customers to “hold out” for its traditional price-off sales.the rapid switch to a one-price policy and everyday low