讲义二定价的策略与战术.pptxVIP

The Strategy and Tactics of Pricing定价的策略和战术;The Cost-Plus Delusion加成定价法的谬误;Value-Based Pricing根据消费者购买意愿定价;Key Factors For an Effective Pricing Strategy有效订价策略的决定因素;Generic Pricing Strategies普遍适用的定价策略;Determinants of Demand什么因素决定消费者购买意愿;Foe or Friend是互替还是互补;How to secure complements?怎样才能得到互补品的支持?;Special Determinants For Demand Of Durable Goods耐用品需求的特定因素;Factors influencing market demand: 影响市场需求的因素;Price Elasticity of Demand需求价格弹性 ;Price Elasticity: Determinants价格弹性: 决定因素;More on Determinants of Price Elasticity 再谈价格弹性的决定因素;Optimal Pricing: Demand Elasticity 最优定价要素之一:需求弹性;Optimal Pricing: Marginal Costs 最优定价要素之二:边际成本;Relevant Marginal Costs 相关的边际成本;Wing On Group, 1993永安集团, 1993;Shanghai Petrochemical, 1994上海石化，1994;Opportunity Cost 机会成本;Debt to Equity 债转股;Economic Value Added经济附加价值;Apple Computer 苹果计算机;Sunk Cost沉没成本;A Common Excuse不敌外来竞争的共同借口：需承担大批退休员工的福利;Uniform Pricing: Shortcomings 单一订价策略的缺点;Complete Price Discrimination完全价格歧视;Hysterectomy in Hong Kong香港的子宫切除术;Direct Segment Discrimination直接板块歧视;Preventing Resale:“Not for Retail Sale” 防止转销:“不得零售” ;Singapore Telecom Service新加坡电讯公司服务定价;Asian Wall Street Journal亚洲华尔街日报 ;Which Coca-Cola?哪个可口可乐?;Indirect Segment Discrimination间接板块歧视;Indirect Segment Discrimination in the Travel Industry旅行业间接板块歧视;What’s the difference? VW Passat Audi A-6;Indirect segment discrimination:Cannibalization间接价格歧视的陷阱：自家产品相互竞争;Singapore: Public hospitals新加坡公立医院;;Specific pricing policies具体定价策略;Pricing Concert Series系列音乐会订价;Diplomacy of Price Competition价格竞争的外交术;Stop the War Before It Starts让价格战胎死腹中;Responding with Nonprice Actions 非价格竞争的回应;Using Selective Pricing Actions有选择的价格竞争;Consistent Discount Pricing与价格折扣相应的措施;Aggressive Pricing进攻性订价;Generic Pricing Strategies普遍适用的定价策略;Beauty-Products Business美容产品;L’Oreal v. PG欧莱雅与宝洁的较量;Profit Goes Up in Smoke in the Top U.S. Tobacco Firms美国最大的烟草公司利润急剧下滑