人民大2026市场营销原理与实践英文版（第19版）课件ch-11-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter11PricingStrategies:AdvancedTopicsCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives11.1Describethemajorstrategiesforpricingnewproducts.11.2Explainhowcompanieschooseaportfolioofpricestomaximizetheprofitsfromthetotalproductmix.11.3Discusshowcompaniesadjusttheirpricestoaccountfordifferenttypesofcustomersandsituations.11.4Discussthekeyissuesrelatedtoinitiatingandrespondingtopricechanges.11.5Discussthemajorpublicpolicyconcernsandkeylawsandregulationsthataffectpricingdecisions.

ALDI:YouCan’tEatFrills,SoWhyPayforThem?ALDIpromisesauniqueshoppingexperiencethatdelivers“afaster,easier,andsmarterwaytosavemoneyonhigh-qualitygroceriesandmore.ALDIdoesthings‘differently’tobringyouamazinglowprices.”KenWolter/Shutterstock

LearningObjective1Describethemajorstrategiesforpricingnewproducts.

NewProductPricingStrategies(1of2)Market-skimmingpricingstrategysetshighinitialpricesto“skim”revenuelayersfromthemarket.Productqualityandimagemustsupporttheprice.Buyersmustwanttheproductattheprice.

NewProductPricingStrategies(2of2)Market-penetrationpricinginvolvessettingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare.Penetrationpricing:GillettepricesitsFusionProGlidestarterpacklowtoattractalargemarketshareandthenmakesmoneyovertimethroughsalesofhigh-marginrefillblades.VladimirZhupanenko/Shutterstock

LearningObjective2Explainhowcompanieschooseaportfolioofpricestomaximizetheprofitsfromthetotalproductmix.

ProductMixPricingStrategiesProductlinepricingOptionalproductpricingCaptiveproductpricingBy-productpricingProductbundlepricing

ProductMixPricingStrategies(1of3)ProductLineandOptionalProductPricingProductlinepricingtakesi