定价考虑因素和方案.pptVIP

Pricing Considerations and Approaches产品定价：定价考虑因素和方案;Objectives 目标;“Buyer-driven commerce” concept offers lower prices to consumers and the ability to sell excess inventory to sellers 13.5 million user customer base Tremendous growth ;Case Study 案例;Price Has Many Names 价格拥有许多名字;Definition 定义;Dynamic Pricing on the Web allows SELLERS to: Charge lower prices, reap higher margins. Monitor customer behavior and tailor offers. Change prices on the fly to adjust for changes in demand or costs. Negotiate prices in online auctions and exchanges.;Dynamic Pricing on the Web allows BUYERS to: Get instant price comparisons from thousands of vendors. Find and negotiate lower prices. Negotiate prices in online auctions and exchanges.;Price and the Marketing Mix: Only element to produce revenues Most flexible element Can be changed quickly Price Competition Common Pricing Mistakes;Factors to Consider When Setting Price定价的考虑因素;Factors to Consider When Setting Price定价的考虑因素;Pricing must be carefully coordinated with the other marketing mix elements Target costing is often used to support product positioning strategies based on price Nonprice positioning can also be used;Types of costs: Variable Fixed Total costs How costs vary at different production levels will influence price setting Experience (learning) curve effects on price;Organizational considerations;Nature of market and demand Competitors’ costs, prices, and offers Other environmental elements;Factors to Consider When Setting Price定价的考虑因素;Competitors’ costs, prices, and offers;Other environmental elements;Cost-Based Pricing: Cost-Plus Pricing Adding a standard markup to cost Ignores demand and competition Popular pricing technique because: It simplifies the pricing process Price competition may be minimized It is perceived as more fair to both buyers and sellers;Cost-Based Pricing Example Variable costs: $20 Fixed costs: $500,000 Expected sales: 100,000 units Desired Sales Markup: 20% Variable Cost + Fi