《市场营销专业英语教程》教学课件第11章Pricing Strategy.ppt

* Competition consideration must be given to such factors as: 1. Number of competitors. 2. Market shares, growth, and profitability of competitors. 3. Strengths and weaknesses of competitors. 4. Likely entry of new firms into the industry. 3.Environmental Influences on Pricing Decisions * Government Regulations 1. Price fixing is illegal. Sellers must not make any agreements with competitors or distributors concerning the final price of the goods. 2. Deceptive pricing practices are outlawed. An example of deceptive pricing would be to mark merchandise with an exceptionally high price and then claim that the lower selling price actually used represents a legitimate price reduction. 3.Environmental Influences on Pricing Decisions * Government Regulations 3. Price discrimination (the practice of charging different prices to different buyers for goods of like grade and quality) that lessens competition or is deemed injurious to it is outlawed 4. Predatory pricing involves charging a very low price for a product with the intent of driving competitors out of business. 3.Environmental Influences on Pricing Decisions * 4. A General Pricing Model Effective pricing decisions involve considerations of many factors, and different industries may have different pricing practices. Figure 11.1 presents a general model for developing prices for products and services. * * 4. A General Pricing Model Set Pricing Objectives Given a product or service designed for a specific target market, the pricing process begins with a clear statement of the pricing objectives. These objectives guide the pricing strategy and should be designed to support the overall marketing strategy. * 4. A General Pricing Model Evaluate Product—Price Relationships Marketers need to consider what value the product has for customers and how price will influence product positioning. Research is needed to estimate how much of a particular product the target market will purchase at various price levels-- price