人民大2026市场营销原理与实践英文版（第19版）课件ch-10-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter10Pricing:UnderstandingandCapturingCustomerValueCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives10.1Answerthequestion“Whatisprice?”anddiscusstheimportanceofpricingintoday’sfast-changingenvironment.10.2Defineprice,identifythemajorpricingstrategies,anddiscusstheimportanceofunderstandingcustomer-valueperceptions,companycosts,andcompetitorstrategieswhensettingprices.10.3Identifyanddiscusstheotherimportantexternalandinternalfactorsaffectingafirm’spricingdecisions.

PELOTON:PremiumPriced,ButIt’sNotaboutthePricePelotonin-homeexercisebikessellatasteeppriceof$1,745,comparedwiththetypicalbikesyou’dfindatyourlocalsportinggoodsstoreforaslittleas$200or$300.ForthePelotonfaithful,itisn’tjustaboutPeloton’spremiumprices.It’saboutthevaluesreceivedfrommembershipinthedynamic,closelyconnectedPelotoncommunity.PelotonInteractive

LearningObjective1Answerthequestion“Whatisprice?”anddiscusstheimportanceofpricingintoday’sfast-changingenvironment.

WhatIsaPrice?Priceistheamountofmoneychargedforaproductorservice,orthesumofallthevaluesthatcustomersexchangeforthebenefitsofhavingorusingtheproductorservice.Pricing:Nomatterwhatthestateoftheeconomy,companiesshouldsellvalue,notprice.magicoven/Shutterstock

LearningObjective2Defineprice,identifythemajorpricingstrategies,anddiscusstheimportanceofunderstandingcustomer-valueperceptions,companycosts,andcompetitorstrategieswhensettingprices.

MajorPricingStrategies(1of17)Figure10.1ConsiderationsinSettingPrice

MajorPricingStrategies(2of17)CustomerValue-BasedPricingValue-basedpricingusesthebuyers’perceptionsofvalueratherthantheseller’scost.Value-basedpricingiscustomerdriven.Cost-basedpricingisproductdriven.Priceissettoma