Price营销英语PPT课件.pptx

Price 2020 2 4 1 Price WhatispricePricestrategiesPricingconsiderationsExamples 2020 2 4 2 1 Whatisprice Narrowlydefined priceistheamountofmoneychargedforaproductorservice Broadlydefined Priceisthesumofallthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice 2020 2 4 3 Priceisoneofthemostimportantelementsdeterminingafirm smarketshareandprofitability Ifapriceistoohighinthemindsofconsumers saleswillbelost Ifapriceistoolow revenuesmaynotmeetthecompany sgoalsforreturnoninvestment Priceisalsooneofthemostflexibleelementsofthemarketingmix 2020 2 4 4 2 Pricestrategies Premiumpricing保费定价法Penetrationpricing渗透定价法Economypricing经济定价法Priceskimming价格吸脂定价法Psychologicalpricing心里定价法Captiveproductpricing垄断产品定价法Productbundlepricing产品捆绑定价法 2020 2 4 5 PremiumpricingUseahighpricewherethereisasubstantialcompetitiveadvantage forexample roomsinSavoyhotels PenetrationpricingThepricechargedforproductsandservicesissetartificiallylowinordertogainmarketshare Oncethisisachieved thepriceisincreased 2020 2 4 6 EconomypricingMarketingandmanufacturingcostsarekepttoaminimum Supermarketoftenhaveeconomybrandsforsoups spaghetti etc 2020 2 4 7 PriceskimmingChargeahighpricebecauseyouhaveanewproducttype However thehighpriceattractsnewcompetitorsintothemarket andthepricefallsduetoincreasedsupply DVDplayerswerelaunchedwiththisstrategy 2020 2 4 8 2020 2 4 9 PsychologicalpricingTheconsumerrespondsonanemotional ratherthanrational basis Forexample charging99centsinsteadof1dollar 2020 2 4 10 2020 2 4 11 2020 2 4 12 2020 2 4 13 2020 2 4 14 2020 2 4 15 2020 2 4 16 2020 2 4 17 CaptiveproductpricingCompanieswillchargeapremiumpricewheretheconsumercannotchooseacompetitiveproductProductbundlepricingSellercombineseveralproductsinthesamepackage Thisalsoservestomoveoldstock VideosandCDsareoftensoldusingthebundleapproach 2020 2 4 18 2020 2 4 19 3 Pricingconsiderations AlternativesolutionsEaseofcomparisonUniquebenefits UniqueSellingPoints USPs MonetarysignificanceDemandPricesensitivityComplementarycosts 2020 2 4 20 Sticktea 2020 2 4 21 Alternativesolutions ourstickpackagingisuniqueEaseofcomparison easytocomparepricebutdifferenttocomparetasteUniquebenefits UniqueSellingPoints USPs qualityoftea stickformatMonetarysignificance teaischeap buttheinnovativepackaginghasahighvalueDemand teaconsumptionisstable butsalesinspecialityshopsareontherise Pricesensitivity consumersareverypricesensitive salesdecreasewhenpricesincreaseComplementarycosts none thecustomerdoesn tevenneedaspoon 2020 2 4 22 4 Examples DiscountsandAllowancesDiscounts折扣Cash现金Quantity数量Functional功能Seasonal季节性Allowances折让Trade in以旧换新Promotional促销折让 2020 2 4 23 2020 2 4 24 2020 2 4 25 2020 2 4 26 2020 2 4 27 2020 2 4 28 八折起买200送100有礼品满200减100一件九折两件8 8折三件7 8折买一送一限时抢购 upto20 offbuy200 100offyournextpurchasefreegift100off200Buyoneg