东华大学供应链管理课件Chapter 10 Pricing and Customer Value.pptVIP

Chapter 10 Pricing and Customer Value Qi Xu Professor of Donghua University Tel: 021E-mail: xuqi@ Outline Customer Value The Fundamentals of Pricing Strategies Revenue Management Customized Pricing Mail-in-Rebate strategies Dynamic Pricing in SCM Delayed Pricing vs. Delayed Production Customer Value How should a company measure the value of its products or services? The emphasis has moved from internal measures such as quality to customer satisfaction measures. The supply chain has a huge impact on perceived customer value: Prices vs. service? Delivery speed vs. price? Specialization or one-stop shopping? Recall that responding to customer requirements is a basic part of supply chain management. Customer value drives changes in the supply chain, and is a critical input in determining the type of supply chain for a particular product Large inventories High level of customization The Dimensions of Customer Value Conformance to requirements Offer what the customer wants Demand impacts the supply chain Product Selection A proliferation of options makes the supply chain difficult to manage Three trends Specialty stores (Starbucks, Subway) Megastores (Wal-Mart, Target) Specialized Megastores (Home Depot, OfficeMax) Dealing with the proliferation: Build-to-order Centralized inventories A fixed set of options The Dimensions of Customer Value Price and Brand Pricing is a key part of the customer experience The correct supply chain supports the correct price Wal-mart Brand works hand in hand with price As the number of salespeople decreases, the value of brand increases This is particularly true on the internet Value Added Services It is hard to compete on price alone Value added services are on the rise due to Commoditization of products The need to get closer to the customer Improving information technology Relationships and Experiences An increased connection between the firm and its customers Dell manages the PC’s of large customers 3PL The Sony store S