Chapter12DevelopingPricingStrategiesTaskthree:explainhowpricesaresettoreflectanorganization’sobjectivesandmarketconditions

一.Whatispricing二.ProceduresforSettingthePrice

Themaincontentsofthischapter

WhatisPrice?Narrowlydefined,priceistheamountofmoneychargedforaproductorservice.WhatisPrice?Priceisoneofthemostimportantelementsdeterminingafirm’smarketshareandprofitability.Ifapriceistoohighinthemindsofconsumers,saleswillbelost.Ifapriceistoolow,revenuesmaynotmeetthecompany'sgoalsforreturnoninvestment.Priceisalsoonethemostflexibleelementsofthemarketingmixandcanbechangedquickly.1. Selectingthepricing objective2.Determiningdemand3.Estimatingcosts4. Analyzingcompetitors’ costs,prices,andoffers5. Selectingapricing method6.Selectingfinalprice二.ProceduresforSettingthePriceSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSurvivalMaximizecurrentprofitsskimmingstrategyMaximizemarketsharePenetrationstrategyProductqualityleadersSurvival------Feature:theprofitearnedunderthispricecanonlymakeupdailyexpenditure(pay+rawmaterial),itisatemporaryway,becauseinalongrun,theconsumptionofthefixedcostcantbemakeup------Situation:consumerdon’tknowyourproduct,ortheproductisunmarketable.Maximizecurrentprofits

------Feature:sethighpriceandgainprofitquickly------Situation:demandislargerthansupply,ortheproductismarketableMaximizemarketshare------Feature:Penetrationstrategy:setlowprice------Situation:thecompanymusthavetheabilityofdoingmassproductionProductqualityleaders

------Feature:sethighprice,highpricecangainhighqualityandhighprofit------Situation:thecompanyhasahighreputationintheheartofconsumerSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceEstimatedemandcurvesUnderstandpriceelasticityofdemandElasticityInelasticityEstimatedemandcurves----lawofdemand:whenallotherconditionsareunchanged,PQandviceverse

----thepriceoftheproductisdeterminedbythevalueofthisproduct,andthepricewillbeflunkedaffectedbythesupplyanddemand.----ThedemanddecidetheupperlevelofthepricePQ0-----Priceelasticityofdemand

需求價格彈性

formula:E(彈性系數(shù)）:

Percentagechangeinthequantitydemanded/percentagechangeinprice

E>1elasticitycompanycan’tchangepriceordecreasetheprice

eg:luxurygoods

E<1inelasticitycompanycanincreasepriceEg:necessities:saltSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceTypesofcostsandlevelsofproductionmustbeconsideredTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsTotalcost=fixedcost+variablecostAveragecost=Totalcost/totaloutputsothepresumptionofgainingprofitisthat:thepricecantbelowerthantheaveragecost.

ThecostdecidethelowerlevelofthepriceSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceFirmsmustanalyzethecompetitionwithrespectto:CostsPricesQualityPossiblepricereactions(why,temporary?etc)SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSelectmethodofPrice-settingMarkuppricingPerceived-valuepricingGoing-ratepricingAuction-typepricing計算公式單位成本定價=1—預(yù)計利潤A:Markuppricing成本加成定價法價格=成本+適當(dāng)?shù)陌俜直茸鳛槔麧橢xample：P352這是件寶物，你認(rèn)為它值多少？底價1萬元我認(rèn)為它值3萬，你愿意賣嗎？發(fā)了！凈賺2萬B:PerceivedValuePricing認(rèn)知價值定價法

-----Moreandmorecompanyrealizedthatthekeyofsettingthepriceisnotonthecostoftheseller’sproductbuttheperceiveoftheconsumerontheproduct-----thecustomerjudgethepriceoftheproductaccordingtotheirexperience-----thekeyofthismethodistobesurecorrectlytheperceiveoftheconsumeronthisproductC:Going-RatePricing通行價格定價法

Basesitspricelargelyoncompetitors’priceFollowtheleaderThemethodisusedwhentheproductdifferentiationissmallorthecompanywantstocoexistharmoniouslywithcompetitorsDangerexists:thelowerofthecompetitor’spricemayleadtothefollowerfallintotheplight老板，A公司的定價是20元B公司是25元我們就訂23元吧通行價格定價策略SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceRequiresconsiderationofadditionalfactors:PsychologicalpricingPromotionalpricingDiscriminatoryPricing9.97元9.94元美國人喜歡奇數(shù)日本人喜歡偶數(shù)標(biāo)價精確給人以信賴感低價值商品9.98元中國人喜歡8和6心理定價法——零頭定價

Psychologicalpricing一檔二檔三檔四檔15.35元16.7元24.8元29.9元體現(xiàn)品質(zhì)差別，顧客感到賣方認(rèn)真負(fù)責(zé)心理定價法——分檔定價

Psychologicalpricing名牌產(chǎn)品或名牌企業(yè)高價值產(chǎn)品3000元9999元168元588元購買它可以顯示消費者身份，高價格，高身份心理定價法——聲望定價

Psychologicalpricing老板，啤酒多少錢一扎啤酒每扎

4.5元老規(guī)矩，與原來一樣心理定價法——習(xí)慣定價

Psychologicalpricing快來買啦！大減價了原價：149元現(xiàn)價：38元這么便宜？心理定價法——招徠定價

Psychologicalpricing促銷定價Promotionalpricing本店特價基圍蝦28元/斤犧牲品定價小海南海鮮大酒樓有沒有搞錯，老板賺什么錢促銷定價（1）樓上樓海鮮螃蟹38元/斤每座只供應(yīng)半斤長安奧托2萬元/輛只有1輛且已被人訂購錦官新城電梯公寓2480元/平方米只有2套春天百貨服裝2折起只有2種式樣購物優(yōu)惠半價買手機只買給前50名海信21寸彩電震撼價998元/臺只買200臺資料：犧牲品定價中的限量供應(yīng)

彩電春節(jié)大優(yōu)惠原價