第11章 定价战略幻灯片.pptVIP

Note to Instructor There is an excellent example in the text for dynamic pricing: Alaska airlines Web banner promotes “fly Alaska Airlines to Honolulu for $200 round trip.” Alaska Airlines is introducing a system that creates unique prices and advertisements for people as they surf the Web. The system identifies consumers by their computers, using a small piece of code known as a cookie. It company then combines detailed data from several sources to paint a picture of who’s sitting on the other side of the screen. When the person clicks on an ad, the system quickly analyzes the data to assess how price-sensitive customers seem to be. * * * * Note to Instructor There is an example in the book about a Tiffany’s 价格变动: In the late 1990s, the high-end jeweler responded to the “affordable luxuries” craze with a new “Return to Tiffany” line of less expensive silver jewelry. The “Return to Tiffany” silver charm bracelet quickly became a must-have item, as teens jammed Tiffany’s hushed stores clamoring for the $110 silver bauble. Sales skyrocketed. But despite this early success, Tiffany’s bosses grew worried that the bracelet fad could alienate the firm’s older, wealthier, and more conservative clientele. So, in 2002, to chase away the teeny-boppers, the firm began hiking prices on the fast-growing, highly profitable line of cheaper silver jewelry and at the same time, it introduced pricier jewelry collections, renovated its stores, and showed off its craftsmanship by highlighting spectacular gems like a $2.5 million pink diamond ring. * * * * * * * * Note to Instructor This is an interesting Web link to the Professional Jewelers Magazine Web site. It contains an article encouraging jewelers to fight deceptive pricing in their industry. * 价格变动 降价 提价 发动价格变化 价格变动 发动价格变化 价格变动 购买者对价格变化的反应 价格变动 问题 为什么竞争者要调整价格？ 是临时性的还是永久性的？ 对市场份额和利润有何影响？ 竞争者将作何反应？ 响应价格变化 价格变动 解决办法 降价以匹配竞争 维持原价，但通过沟通提高感知价值 改善质量和提价 推出低价“战斗”品牌 响应价格变化 价格变动 响应价格变化 竞争者降价吗？ 降价会损害我们的市场份额和利润吗？ 能够/应该采取有