《营销英语》电子教案 Ch10.pptVIP

Chapter 10;Road Map: Previewing the Concepts;Factors Affecting Price Decisions (Fig. 10-1) ;Marketing Objectives;Four Seasons Hotel; Price;Types of Cost Factors that Affect Pricing Decisions ; Market and Demand ; Pure Competition Many Buyers and Sellers Who Have Little Effect on the Price ;Demand Curve (Fig. 10-2);Price Elasticity of Demand;Major Considerations in Setting Price (Fig. 10-3);Cost-Based Pricing;Breakeven Analysis or Target Profit Pricing (Fig. 10-4);Cost-Based Versus Value-Based Pricing (Fig. 10-5);After examining Figure 10-5, compare and contrast cost-based pricing and value-based pricing. What are situations that favor each pricing method?; Methods for Setting Prices ;New-Product Pricing Strategies;New-Product Pricing Strategies;Form students into groups of three to five. Which pricing strategy--market skimming or market penetration--does each of the following companies use? McDonald’s, Sony (television and other home electronics), Bic Corporation (pens, lighters, shavers, and related products), and IBM (personal computers). ;Product Mix-Pricing Strategies:Product Line Pricing;Product Mix-Pricing Strategies;Product Mix-Pricing Strategies;Discount and Allowance Pricing;Segmented Pricing;Psychological Pricing;Temporarily Pricing Products Below List Price Through: ;Pricing products for customers located in different parts of the country or world. i.e. FOB-Origin, Uniform- Delivered, Zone, Basing- Point, Freight-Absorption. Adjusting prices for customers in different counties. Price Depends on Costs, Consumers, Economic Conditions, Competitive Situations, Other Factors. ; ; Being Replaced by Newer Models;Assessing/Responding to Competitor’s Price Changes (Fig. 10-6);Public Policy Issues in Pricing (Fig. 10-7);Rest Stop: Reviewing the Concepts