骗取战新教材略资料.pptVIP

Objectives 13.1 Setting the price 13.2 Adapting the price 13.3 Responding to price changes Price Has Many Names Nine Price - Quality Strategies Setting the Price Pricing Procedure Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price Survival Maximize current profits Maximize market share Penetration strategy Market skimming Skimming strategy Product quality leaders Setting the Price Pricing Procedure Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price Understand factors that affect price sensitivity Estimate demand curves Understand price elasticity of demand Elasticity Inelasticty Conditions Under Which Demand is Less Elastic Setting the Price Pricing Procedure Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price Types of costs and levels of production must be considered Accumulated production leads to cost reduction via the experience curve Differentiated marketing offers create different cost levels Setting the Price Setting the Price Pricing Procedure Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price Firms must analyze the competition with respect to: Costs Prices Possible price reactions Pricing decisions are also influenced by quality of offering relative to competition Setting the Price Pricing Procedure Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price Price-setting begins with the three “C’s” Select method: Markup pricing Target-return pricing Perceived-value pricing Value pricing Going-rate pricing Auction-type pricing Group pricing 卖方对成本比对需求能作出更多的肯定。把价格同成本结合在一起，卖方可以简化他们自己的定价任务；当需求变化时，他们无须频繁地调整价格。 当行业的所有企业都使用这种定价方法时，他们的价格就会趋趋于相似。因而价格竞争就会减少到最小。如果当他们在定价时注意需求的变化，那么价格竞争就不可能减少到最低。 许多人感到 成本加成定价法对买方和卖方来讲都比较公平。在买方的需求变得急迫时，卖方不利用这