Price Adjustment Strategies International pricing价格调整的策略的国际定价.pptVIP

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Price Adjustment Strategies International pricing价格调整的策略的国际定价.ppt

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Price Adjustment Strategies International pricing价格调整的策略的国际定价

Principles of Marketing Pricing Products: Pricing Strategies New-Product Pricing Strategies Pricing Strategies Market skimming pricing is a strategy with high initial prices to “skim” revenue layers from the market Product quality and image must support the price Buyers must want the product at the price Costs of producing the product in small volume should not cancel the advantage of higher prices Competitors should not be able to enter the market easily New-Product Pricing Strategies Pricing Strategies Market penetration pricing sets a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share Price sensitive market Inverse relationship of production and distribution cost to sales growth Low prices must keep competition out of the market Product Mix Pricing Strategies Pricing Strategies Product line pricing takes into account the cost differences between products in the line, customer evaluation of their features, and competitors’ prices Optional product pricing takes into account optional or accessory products along with the main product Product Mix Pricing Strategies Pricing Strategies Captive product pricing involves products that must be used along with the main product Two-part pricing is where the price is broken into: Fixed fee Variable usage fee Price Adjustment Strategies Pricing Strategies By-product pricing refers to products with little or no value produced as a result of the main product. Producers will seek little or no profit other than the cost to cover storage and delivery. Price Adjustment Strategies Product bundle pricing combines several products at a reduced price Price Adjustment Strategies Pricing Strategies Discount and allowance pricing Segmented pricing Psychological pricing Promotional pricing Geographical pricing Dynamic pricing International pricing Price Adjustment Strategies Pricing Strategies Discount and allowance pricing reduces prices to