市场营销-第17章节.pptVIP

Pricing Concepts Chapter 17 Version 6e Pricing Concepts The Importance of Price What is Price? The Importance of Priceto Marketing Managers The Importance of Price Trends Influencing Price Setting 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 Demand and Supply The Demand Curve The Supply Curve Price Equilibrium Equilibrium Price Elasticity of Demand Elasticity of Demand Elasticity of Demand Factors that Affect Elasticity Cost- Oriented Pricing Strategies Pricing products largely or solely on the basis of cost Cost is the floor below which a good must not be priced The Cost Determinant of Price The Cost Determinant of Price Markup Pricing Profit Maximization Break-Even Pricing Break-Even Pricing Other Determinants of Price Stages in the Product Life Cycle Competition Arm Hammer Carpet Deordorizer New product $1.99 for 26 oz. Carpet Fresh $2.49 for 13 oz. AH became the market leader almost overnight then eventually raised prices but still 20% below the competition Distribution Strategy Selling Against the Brand Regaining Price Control The Impact of the Internet Allows price and product comparisons Prices are coming down Data collection allows sellers to tailor products and prices Relationship of Price to Quality What is it? Prestige Pricing Indicators of Quality 5 Break-Even Quantity = Total Fixed Costs Fixed cost Contribution Fixed cost Contribution = Price -- Avg. Variable Cost 6 Perceived Quality Promotion Strategy Distribution Strategy Competition Stages of the Product Life Cycle Other Factors That Influence Price Introductory Stage Growth Stage Decline Stage $ High $ Stable $ Decrease Maturity Stage $ DecreaseStableHigh 6 Offer a larger profit margin Convincing Dis