定价策略 课件 Chpt 15 - Competition and Pricing ;Chpt 16 - Product Lifecycle Pricing;Chpt 17 - Pricing Decisions and the Law.pptx
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TimJ.SmithPricingStrategy:SettingPriceLevels,ManagingPriceDiscounts,EstablishingPriceStructuresPowerPointbyTimJ.Smith,PhDManagingPrincipal,WiglafPricingAdjunctProfessorofMarketingEconomics,DePaulUniversity?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.
Chapter15CompetitionandPricingUnderstanding,Monitoring,andInfluencingIndustryDynamics?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.
AgendaDofirmspurposelyenterintopricewars?Whydopricewarsbreakout?Underwhatconditionsarepricewarsmorelikely?Howshouldafirmreacttoanaggressiveprice-basedcompetition?Whencanafirmuselowpricesstrategically?Howcanexecutivesanticipateacompetitor’spricemoves?Howcanexecutiveslimitthelikelihoodofapricewar?StretchQuestion:Howshouldpricingstrategyberelatedtoafirm’scompetitiveposition??2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.
PricingisnotdoneinaCompetitiveVacuumWhilethefocusofstrategicpricingistoalignthecompany’spriceswithitsmarket’swillingnesstopay,itwouldbefoolishtoignoretheroleofcompetitorsinpricing.Competitors,andtheirpricingactions,clearlylimitthelatitudeacompanyhasinmanagingpricesstrategically.TheroleofcompetitionhasbeenimpliedthroughoutthiscourseInexploringExchangeValueModelsandtheirabilitytorevealacustomer’swillingnesstopay,akeycomponentisdevelopinganunderstandingofthepriceandvalueofcompetingalternatives.Likewise,inexaminingElasticityofDemand,webecamewellawarethatthedemandforaspecificproductisinfluencedbytheavailability,price,andqualityofcompetingalternatives.?201
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