Chapter 11 Pricing Products Pricing Strategies：11章产品定价的定价策略.pptVIP

?? Copyright 1999 Prentice Hall 11-* Chapter 11 Pricing Products: Pricing Strategies PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Price - Quality Strategies Premium Strategy Overcharging Strategy Good-Value Strategy Economy Strategy Price Higher Lower Higher Lower Quality New Product Pricing Strategies Market Skimming Market Penetration Setting a High Price for a New Product to Maximize Revenues from the Target Market. Results in Fewer, More Profitable Sales. Setting a Low Price for a New Product in Order to Attract a Large Number of Buyers. Results in a Larger Market Share. Product Line Pricing Setting Price Steps Between Product Line Items i.e. $299, $399 Optional-Product Pricing Pricing Optional or Accessory Products Sold With The Main Product i.e. Car Options Captive-Product Pricing Pricing Products That Must Be Used With The Main Product i.e. Razor Blades, Film, Software By-Product Pricing Pricing Low-Value By-Products To Get Rid of Them i.e. Lumber Mills, Zoos Product-Bundle Pricing Pricing Bundles Of Products Sold Together i.e. Season Tickets, Computer Makers Product Mix Pricing Strategies Product Mix Pricing Strategies Price-Adjustment Strategies Price Adjustment Strategies Discount Allowance Reducing Prices to Reward Customer Responses such as Paying Early or Promoting the Product. Segmented Adjusting Prices to Allow for Differences in Customers, Products, or Locations. Cash Discount Quantity Discount Functional Discount Seasonal Discount Customer Product Form Location Time Trade-In Allowance Price-Adjustment Strategies Adjusting Prices for Psychological Effect. Price Used as a Quality Indicator. Temporarily Reducing Prices to Increase Short-Run Sales. i.e. Loss Leaders, Special-Events Adjusting Prices to Account for the Geographic Location of Customers. i.e. FOB-Origin, Uniform-Delivered, Zone Pricing, Basing-Point, Freight-Absorption. Adjusting Prices for International Markets