阿姆斯特朗《市场营销学（第13版）》 课件 第 9 章 定价：理解并获取顾客价值.pptx

Marketing:AnIntroductionThirteenthEditionChapter9Pricing:UnderstandingandCapturingCustomerValueCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)9-1.Identifythethreemajorpricingstrategiesanddiscusstheimportanceofunderstandingcustomervalueperceptions,companycosts,andcompetitorstrategieswhensettingprices.9-2.Identifyanddefinetheotherimportantexternalandinternalfactorsaffectingafirm’spricingdecisions.9-3.Describethemajorstrategiesforpricingnewproducts.

LearningObjectives(2of4)9-4.Explainhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix.9-5.Discusshowcompaniesadjusttheirpricestotakeintoaccountdifferenttypesofcustomersandsituations.9-6.Discussthekeyissuesrelatedtoinitiatingandrespondingtopricechanges.

FirstStop:AmazonVersusWalmartAPriceWarforOnlineSupremacyAchievingonlinesupremacywilltakemorethanwinninganonlinepricewar.

LearningObjective9-1Identifythethreemajorpricingstrategiesanddiscusstheimportanceofunderstandingcustomervalueperceptions,companycosts,andcompetitorstrategieswhensettingprices.

PriceAmountofmoneychargedforaproductorserviceDeterminesafirm’smarketshareandprofitabilityProducesrevenue

Figure9.1-ConsiderationsinSettingPrice

CustomerValue-BasedPricingBasedonbuyers’perceptionsofvalueratherthanontheseller’scostPriceisconsideredbeforethemarketingprogramisset.Typesofvalue-basedpricing:Good-valuepricingValue-addedpricing

Value-AddedPricingAMC’sCinemaSuitesareaddingamenitiesandchargingmore.

Figure9.2-Value-BasedPricingversusCost-BasedPricing

Cost-BasedPricingBasedonthecostsofproducing,distributing,andsellingtheproductplusafairrateofreturnforeffortandriskTypesofcosts:Fixedcosts(overhead)VariablecostsTotalcosts

TypesofCost-BasedPricingCost-pluspricing(marku