市场营销原理管理学经典教材英文版菲利普·科特勒kotler12exs.ppt

Pricing Strategies;Objectives;Objectives;Price is #1 factor influencing choice of cellular companies Prices in wireless industry dropped 25% in three years Few companies were profitable;Definitions;Product Line Pricing Setting price steps between product line items. Price points Optional-Product备选产品 Pricing Pricing optional or accessory products sold with the main product;Captive-Product附属产品互补品 Pricing Pricing products that must be used with the main product High margins are often set for supplies Services: two-part pricing二分定价 strategy Fixed fee plus a variable usage rate;By-Product副产品 Pricing Pricing low-value by-products to get rid of them Product Bundle产品束 Pricing Pricing bundles of products sold together;Price Adjustment Strategies;Price Adjustment Strategies;Conditions Necessary for Segmented Pricing Effectiveness ;Price Adjustment Strategies;Price Adjustment Strategies;Promotional Pricing Problems ;Price Adjustment Strategies;Price Adjustment Strategies;Initiating Price Cuts is Desirable When a Firm: Has excess capacity生产能力过剩 Faces falling market share due to price competition Desires to be a market share leader主宰市场;Price Increases are Desirable: If a firm can increase profit, faces cost inflation, or faces greater demand than can be supplied. Methods of Increasing Price Alternatives to Increasing Price Reducing product size, using less expensive materials, unbundling the product. ;Buyer reactions to price changes must be considered. Competitors are more likely to react to price changes under certain conditions. Number of firms is small Product is uniform Buyers are well informed ;Respond To Price Changes Only If: Market share / profits will be negatively affected if nothing is changed. Effective action can be taken: Reducing price Raising perceived quality Improving quality and increasing price Launching low-price “fighting brand” ;Pricing within Channel Levels同一渠道定价 Price-fixing串通定价 Competitors can not work with each other  to set prices Predato