营销管理ch22-定价策略.pptVIP

22 Setting Prices Objectives To describe the six major stages of the process used to establish prices To explore issues related to developing pricing objectives To understand the importance of identifying the target market’s evaluation of price To examine how marketers analyze competitors’ prices Objectives (cont’d) To describe the bases used for setting prices To explain the different types of pricing strategies Chapter Outline Development of Pricing Objectives Assessment of the Target Market’s Evaluation of Price Evaluation of Competitors’ Prices Selection of a Basis for Pricing Selection of a Pricing Strategy Determination of a Specific Price Stages for Establishing Prices Development of Pricing Objectives Pricing objectives are goals that describe what a firm wants to achieve through pricing. form the basis for decisions about other stages of pricing. must be consistent with the firm’s overall marketing objectives. can support the attainment of multiple short-term and long-term goals. Development of Pricing Objectives (cont’d) Assessment of the Target Market’s Evaluation of Price The Importance of Price Type of product Type of target market The purchase situation Value Focus A combination of product’s price and quality attributes Helps customers differentiate a product from competing brands Guides marketers in their evaluation of the importance of price to the consumer Evaluation of Competitors’ Prices Sources of Competitors’ Pricing Information Comparative Shoppers Persons who systematically collect data on competitors’ prices Purchased Price Lists Developed by syndicated marketing research services Importance of Knowing Competitors’ Prices Helps determine how important price will be to customers Helps marketers in setting competitive prices for their products Selection of a Basis for Pricing Dimensions of Pricing Cost, demand, and competition Bases for Pricing Type of product Market structure of the industry Brand’s market share relative to competing brands Cu