麦肯锡_营销_概述与基本框架.ppt

* * * * * * * * * * * * * 我们将价值定义为一组利益，包括产品价值和服务，减去价格，公司将其销售给一群消费者。 利益是不同品质的重要属性，以及将如何发送这些属性。在许多的情况下，价值基于感知。如，消费者感受的产品所发送的某种属性与RD所赋予产品的属性就很不一样。 * * * Choose value Indentify needs/buying factors Select target segments Define value package Communicatese value Determine and manage pricing at three levels Understand pricing profit lever In many cases， price is the most important determinant of changes in profitability。 A 1-percent increase in price can lead to a substantial increase in profits。 The pricing profit lever is more powerful than other determinants of profitability， including volume increases and cost reduction。 Nonetheless，pricing is often undermanaged： sometimes， price differentiation is perceived- often mistakenly - as being entirely illegal， and degrees of pricing freedom rare vastly underestimated。 In addition， many companies believe that “ price simply cannot be managed” - that pricing is set by the market or set by competition。 Finally， companies underestimate the impact that pricing changes can have on their bottom line 。 For example，a 5-percent price decrease might require as much as a 20-percent volume increase to reach break-even。 * * 100.0-101.0 8.1-9.1 70.6 21.3 12.3 8.7 3.6 2.6 Determine and manage pricing at three levels Pricing means different things to different individuals and to different groups within every organization。 For example： 供给/需求。To an economist， price is a function of supply and demand。At this level， the key issue is how current and future supply， demand， cost，and regulatory dynamics will affect overall industry price levels。 Tool：scp， industry cost curves， demand analysis 产品/市场战略。 To a marketer， price is a function of product/market strategy。 At this level the issue is to determine base price levels that will position clients’ product and service offerings optimally with regard to competition。 Tool：value map， dynamic value management， economic value to customer 交易。 A salesperson may think of price in terms of individual