E-MARKETING5/E

JUDYSTRAUSSANDRAYMONDFROSTChapter11:Price:TheOnlineValue?2009PearsonEducation,Inc.PublishingasPrenticeHall11-1Chapter11ObjectivesAfterreadingChapter11,youwillbeableto:Identifythemainfixedanddynamicpricingstrategiesusedforsellingonline.Discussthebuyer’sviewofpricingonlineinrelationtorealcostsandbuyercontrol.Highlighttheseller’sviewofpricingonlineinrelationtointernalandexternalfactors.OutlinetheargumentsforandagainsttheNetasanefficientmarket.Describeseveraltypesofonlinepaymentsystemsandtheirbenefits.11-2?2009PearsonEducation,Inc.PublishingasPrenticeHallTheVideoEggStoryThevideoandrichmediaadvertisingcompanywasfoundedin2004by3Yalegraduatestudents.VideoEggdeliversadstosocialnetworkingsites,videosites,andgamingapplications.VideoEggcreatedAdFrames(廣告專區(qū)),whichallowvideoviewerstorolloverandwatchad-sponsoredcontent.?2009PearsonEducation,Inc.PublishingasPrenticeHall11-3TheVideoEggStory,cont.OnlineadvertisingisboughtandsoldonaCPM(costper1,000impressions)orpay-per-clickmodel(PPC).Incontrast,VideoEggchargesadvertisersbasedonuserengagement(rolloveraction)withthead.VideoEgg’sinnovativepricingschemeis$0.75perrollover,whichitsplits60/40%withthesiteowner.?2009PearsonEducation,Inc.PublishingasPrenticeHall11-4?2009PearsonEducation,Inc.PublishingasPrenticeHallPriceisthesumofallvaluesthatbuyersexchangeforthebenefitsofagoodorservice.Throughouthistory,priceswerenegotiated;fixedpricepoliciesareamodernidea.TheInternetistakingusbacktoaneraofdynamicpricing--varyingpricesforindividualcustomers.Theinternetalsoallowsforpricetransparency--bothbuyersandsellerscanviewpricesonline.TheInternetChangesPricingStrategies11-5?2009PearsonEducation,Inc.PublishingasPrenticeHallBuyer&SellerPerspectives:BuyerViewThemeaningofpricedependsontheviewpointofthebuyerandtheseller.Buyer’scostsmayincludemoney,time,energy,andpsychiccosts.Buttheyoftenenjoymanyonlinecostsavings:TheNetisconvenientandfast.Self-servicesavestime.One-stopshoppingandintegrationsavetime.Automationsavesenergy.11-6?2009PearsonEducation,Inc.PublishingasPrenticeHallTheshiftinpowerfromsellertobuyeraffectspricingstrategies.IntheB2Bmarket,buyersbidforexcessinventory.IntheB2Gmarket,governmentbuyersrequestproposalsformaterialsandlabor.政府招標(biāo)Buyerssetpricesandsellersdecidewhethertoacceptthepricesinareverseauction.BuyerpoweronlineisalsobasedonthehugequantityofinformationandproductsavailableontheWeb.pauseBuyerControl11-7?2009PearsonEducation,Inc.PublishingasPrenticeHallBuyer&SellerPerspectives:SellerViewTheseller’sperspectiveincludesinternalandexternalfactors.Internalfactorsincludepricingobjectives,marketingmixstrategy,andinformationtechnologyPricingobjectivesmaybe:profitoriented.marketoriented.——marketsharecompetitionoriented.11-8SellerView,cont.TheInternetisonlyonesaleschannelandmustbeusedinconcertwithothermarketingmixelements.OnlinepriceandofflinepriceInformationtechnologycanplacebothupwardanddownwardpressureonprices.(byaffecttingthesellers’scost）?2009PearsonEducation,Inc.PublishingasPrenticeHall11-9?2009PearsonEducation,Inc.PublishingasPrenticeHallTheInternetPutsUpwardPressureonPricesOnlinecustomerserviceisanexpensivecompetitivenecessity.Distributionandshippingcosts.Affiliateprogramsaddcommissioncosts(傭金).Sitedevelopmentandmaintenance.Customeracquisitioncosts(CAC).TheaverageCACforearlyonlineretailingwas$82.11-10?2009PearsonEducation,Inc.PublishingasPrenticeHallFirmscansavemoneybyusinginternettechnologyforinternalprocesses.Self-serviceorderprocessing.Just-in-timeinventory.Overhead.日常管理費用（店鋪租金、人員、稅）Customerservice.Printingandmailing.Digitalproductdistribution.TheInternetPutsDownwardPressureonPrices11-11?2009PearsonEducation,Inc.PublishingasPrenticeHallMarketstructureandmarketefficiencyaffectpricingstrategy.Theseller’sabilitytosetpricesvariesbymarkettype:Purecompetition.Monopolisticcompetition.Oligopolisticcompetition.Puremonopoly.Ifpricetransparencyresultsinacompletelyefficientmarket,sellerswillhavenocontroloveronlineprices.ExternalFactorsAffectOnlinePricing11-12?2009PearsonEducation,Inc.PublishingasPrenticeHallEfficientMarketsAmarketisefficientwhencustomershaveequalaccesstoinformationaboutproducts,prices,anddistribution.Inanefficientmarket,onewouldexpecttofind:Lowerprices.Highpriceelasticity.Frequentpricechanges.Smallerpricechanges.Narrowpricedispersionbetweenhighestandlowestpriceforaproduct.11-13?2009PearsonEducation,Inc.PublishingasPrenticeHallEfficientMarketsMeanLossofPricingControl11-14?2009PearsonEducation,Inc.PublishingasPrenticeHallExternalmarketfactorsplacedownwardpressureonpricesandcontributetoefficiency.ShoppingagentssuchasPriceScan.Highpriceelasticity.Reverseauctions.Tax-freezones.免稅區(qū)Venturecapitalavailability.Competition.Frequentpricechanges.Smallerpricechangeincrements.IstheNetanEfficientMarket?11-15?2009PearsonEducation,Inc.PublishingasPrenticeHallTheinternetdoesnotactlikeanefficientmarketregardingnarrowpricedispersion.Intwostudies,greaterpricespread（價格差距）wasfoundforonlinepurchasesthanforofflinepurchases.Pricedispersionmayoccurbecausemanybuyersdonotknowaboutoruseshoppingagents.IstheNetanInefficientMarket?11-16IstheNetanInefficientMarket?cont.

Pricedispersionmayalsorelatetootherissues:Brandstrength.品牌溢價Onlinepricing.價格靈活調(diào)整方便Deliveryoptions.Time-sensitiveshoppers.Differentiation.Switchingcosts.Second-generationshoppingagents.二代購物代理Theinternetisnotanefficientmarket.?2009PearsonEducation,Inc.PublishingasPrenticeHall11-17PaymentOptionsElectronicmoneyusestheinternetandcomputerstoexchangepaymentselectronically.Otheroff-linee-moneypaymentsystemsinclude:Smartchips.智能卡Paymentbycellphone.手機支付PayPalhasbecometheindustrystandardwithover150millionaccountsworldwide.?2009PearsonEducation,Inc.PublishingasPrenticeHall11-18PayPalAccountOptionsExhibit11.6?2009PearsonEducation,Inc.PublishingasPrenticeHall11-19?2009PearsonEducation,Inc.PublishingasPrenticeHallPricesettinghasbecomeanartasmuchasascience.Howmarketersapplypricingstrategyisasimportantashowmuchtheycharge.Marketerscanemployalltraditionalpricingstrategiestotheonlineenvironment.PricingStrategies11-20FixedPricingFixedpricing(menupricing)iswheneveryonepaysthesameprice.Twocommonfixedpricingstrategiesare:Priceleadership.價格領(lǐng)先/領(lǐng)袖支配型價格領(lǐng)先，是指由寡頭壟斷行業(yè)中占支配地位的廠商根據(jù)利潤最大化原則確立產(chǎn)品的售價，其余規(guī)模小一些的廠商根據(jù)已確立的價格確定各自的產(chǎn)銷量。成本最低型價格領(lǐng)先，是指由成本最低的寡頭按利潤最大化原則確定其產(chǎn)銷量和銷售價格，而其他寡頭也將按同一價格銷售各自的產(chǎn)品。晴雨表型價格領(lǐng)先，是指寡頭壟斷行業(yè)中，某個廠商在獲取信息、判斷市場變化趨勢等方面具有公認(rèn)的特殊能力，該廠商產(chǎn)品價格的變動，起到了傳遞某種信息的作用，因此其他廠商會根據(jù)該廠商產(chǎn)品價格的變動而相應(yīng)變動自己產(chǎn)品的價格。

Promotionalpricing.促銷定價?2009PearsonEducation,Inc.PublishingasPrenticeHall11-21?2009PearsonEducation,Inc.PublishingasPrenticeHallDynamicPricingDynamicpricingisthestrategyofofferingdifferentpricestodifferentcustomers.Firmsusedynamicpricingstrategytooptimizeinventorymanagementandtosegmentcustomers.Airlineshavelonguseddynamicpricingtopriceairtravel.Thereare2typesofdynamicpricing:Segmentedpricing.差異定價（會員價vip價etc.）Negotiation.11-22?2009PearsonEducation,Inc.PublishingasPrenticeHallPricinglevelsaresetbasedonordersize,timing,demand,supply,orotherfactors.Segmentedpricingisbecomingmorecommonasfirmscollectmorebehavioralinformation.Segmentedpricingcanbeeffectivewhen:Themarketissegmentable.Pricingreflectsvalueperceptionsofthesegment.Segmentsexhibitdifferentdemandbehavior.Thefirmmustbecarefulnottoupsetcustomers.SegmentedPricing11-23?2009PearsonEducation,Inc.PublishingasPrenticeHallGeographicsegmentpricingPricingdiffersbygeographicarea.Mayvarybycountry.Mayreflecthighercostsoftransportation,tariffs,margins,etc.運費、關(guān)稅、利潤率ValuesegmentpricingRecognitionthatnotallcust