aad_市场营销学双语课件9（ppt 12）--setting pricing policy.ppt

Objectives Setting the Price Adapting the Price Initiating Responding to Price Changes Price - Quality Strategies Pricing Methods Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing Some important pricing definitions Utility: The attribute that makes it capable of want satisfaction Value: The worth in terms of other products Price: The monetary medium of exchange. Value Example: Caterpillar Tractor is $100,000 vs. Market $90,000 $90,000 if equal 7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits - $10,000 discount! Promotional Pricing Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties service contracts Psychological discounting Discriminatory Pricing * 来自 中国最大的资料库下载 * 来自 中国最大的资料库下载 Price High Medium Low High Low Product Quality Med Premium Value Medium Value Economy Overcharging Rip-Off False Economy High Value Super Value Good-Value Setting Pricing Policy 1. Selecting the pricing objective 2. Determining demand 3. Estimating costs 4. Analyzing competitors’ costs, prices, and offers 5. Selecting a pricing method 6. Selecting final price Types of Costs Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production Fixed Costs (Overhead) Costs that don’t vary with sales or production levels. Executive Salaries Rent Variable Costs Costs that do vary directly with the level of production. Raw materials The Three C’s Modelfor Price Setting Costs Competitors’ prices and prices of substitutes Customers’ assessment of unique product features Low Price No possible profit at this price High Price No possible demand at this price Psychological Pricing Most Attractive? Better Value? Psychological reason to price this way? A 32 oz. $2.19 B 26 oz. $1.99 Assume Equal Quality Time Product-form Customer Segment Location