国际营销专业英语Unit_9_Pricing_Strategies_for_small_Businesses教材教学课件.pptVIP

Unit Nine Pricing Strategies for Small Business Learning Outline Retail Pricing General Pricing Strategies Pricing for Services Summary Retail Pricing Retail Costs and Pricing two costs: cost of goods sold operating expenses General Pricing Techniques Markup on cost – adding some percentage of cost to the cost of goods Retail Pricing initial markup percentage =(operating expenses +desired profit) / net sales breakeven point = operating expenses / markup percentage General Pricing Strategies the suggested retail price Competitive position pricing Price lining Odd pricing Multiple pricing General Pricing Strategies the suggested retail price create an undesirable retail price image, do not consider the competition Competitive position pricing Pricing below competition – beat the competitor’s price Pricing above competition – possible when on-price considerations are important to buyers General Pricing Strategies Price lining this strategy targets a specific segment of the buying public by carrying products only in a specific price range Odd pricing with figures that end in 5, 7 and most often 9 for psychological reasons Multiple pricing promoting a number of units for a single price Pricing for Services Components of Costs for services: materials cost labor cost overhead cost two types of overhead rate: overhead rate = total overhead cost/ total direct labor cost overhead rate = total overhead cost/ total direct labor hours