中山大学吴柏林教授-研究生课程“营销管理”绝密资料-CH16.pptVIP

Pricing Concepts Chapter 17 Version 6e Pricing Concepts Learning Objectives Learning Objectives (continued) Learning Objectives Learning Objective The Importance of Price What is Price? The Importance of Priceto Marketing Managers The Importance of Price Trends Influencing Price Setting Learning Objective Pricing Objectives Profit-Oriented Pricing Objectives Profit Maximization Return on Investment Sales-Oriented Pricing Objectives Market Share Sales Maximization Short-term objective to maximize sales Ignores profits, competition, and the marketing environment May be used to sell off excess inventory Status Quo Pricing Objectives Learning Objective Demand and Supply Elasticity of Demand Elasticity of Demand Elasticity of Demand Factors that Affect Elasticity Learning Objective Yield Management Systems Yield Management Systems Learning Objective The Cost Determinant of Price The Cost Determinant of Price Markup Pricing Break-Even Pricing Learning Objective Other Determinants of Price Stages in the Product Life Cycle Distribution Strategy The Impact of the Internet Allows price and product comparisons Prices are coming down Data collection allows sellers to tailor products and prices Extranet Prestige Pricing Indicators of Quality Learning Objective Steps in Setting the Right Price Pricing Objectives Price Strategy Choosing a Price Strategy Price Skimming Penetration Pricing Penetration Pricing Status Quo Pricing Learning Objective The Legality and Ethics ofPrice Strategy Unfair Trade Practice Acts Price Fixing Price Discrimination The Robinson-Patman Act of 1936: Prohibits any firm from selling to two or more different buyers at different prices if the result would lessen competition Robinson-Patman Act Defenses Predatory Pricing Learning Objective Tactics for Fine-Tuning the Base Price Tactics for Fine-Tuning the Base Price Value-Based Pricing Trade Loading Geographic Pricing Geographic Pricing Geographic Pricing Special Pricing Tactics Consumer