市场营销学第十章ppt课件.ppt

ChapterTen Pricing UnderstandingandCapturingCustomerValue Pricing UnderstandingandCapturingCustomerValue WhatIsaPrice MajorPricingStrategiesOtherInternalandExternalConsiderationsAffectingPriceDecisions TopicOutline Priceistheamountofmoneychargedforaproductorservice Itisthesumofallthevaluesthatconsumersgiveupinordertogainthebenefitsofhavingorusingaproductorservice WhatIsaPrice Priceistheonlyelementinthemarketingmixthatproducesrevenue allotherelementsrepresentcosts WhatIsaPrice MajorPricingStrategies Understandinghowmuchvalueconsumersplaceonthebenefitstheyreceivefromtheproductandsettingapricethatcapturesthatvalue CustomerValue BasedPricing MajorPricingStrategies CustomerValue BasedPricing MajorPricingStrategies Value basedpricingusesthebuyers perceptionsofvalue notthesellerscost asthekeytopricing Priceisconsideredbeforethemarketingprogramisset Value basedpricingiscustomerdrivenCost basedpricingisproductdriven CustomerValue BasedPricing MajorPricingStrategies CustomerValue BasedPricing MajorPricingStrategies Good valuepricingofferstherightcombinationofqualityandgoodserviceatafairprice CustomerValue BasedPricing MajorPricingStrategies Everydaylowpricing EDLP chargingaconstanteverydaylowpricewithfewornotemporarypricediscounts CustomerValue BasedPricing MajorPricingStrategies High lowpricingcharginghigherpricesonaneverydaybasisbutrunningfrequentpromotionstolowerpricestemporarilyonselecteditems CustomerValue BasedPricing MajorPricingStrategies Value addedpricingattachesvalue addedfeaturesandservicestodifferentiateoffers supporthigherprices andbuildpricingpower CustomerValue BasedPricing MajorPricingStrategies Cost basedpricingsettingpricesbasedonthecostsforproducing distributing andsellingtheproductplusafairrateofreturnforeffortandrisk Cost BasedPricing MajorPricingStrategies Cost basedpricingaddsastandardmarkuptothecostoftheproduct Cost BasedPricing MajorPricingStrategies Cost BasedPricingTypesofcosts MajorPricingStrategies FixedcostsarethecoststhatdonotvarywithproductionorsaleslevelRentHeatInterestExecutivesalaries Cost BasedPricing MajorPricingStrategies VariablecostsarethecoststhatvarywiththelevelofproductionPackagingRawmaterials Cost BasedPricing MajorPricingStrategies Totalcostsarethesumofthefixedandvariablecostsforanygivenlevelofproduction Cost BasedPricing MajorPricingStrategies CostsasaFunctionofProductionExperience MajorPricingStrategies Experienceorlearningcurveiswhenaveragecostfallsasproductionincreasesbecausefixedcostsarespreadovermoreunits CostsasaFunctionofProductionExperience MajorPricingStrategies Cost pluspricingaddsastandardmarkuptothecostoftheproductBenefitsSellersarecertainaboutcostsPricesaresimilarinindustryandpricecompetitionisminimizedBuyersfeelitisfairDisadvantagesIgnoresdemandandcompetitorprices Cost PlusPricing MajorPricingStrategies Break evenpricingisthepriceatwhichtotalcostsareequaltototalrevenueandthereisnoprofitTargetprofitpricingisthepriceatwhichthefirmwillbreakevenormaketheprofitit sseeking Break EvenAnalysisandTargetProfitPricing MajorPricingStrategies Break EvenAnalysisandTargetProfitPricing MajorPricingStrategies Settingpricesbasedoncompetitors strategies costs prices andmarketofferings Consumerswillbasetheirjudgmentsofaproduct svalueonthepricesthatcompetitorschargeforsimilarproducts Competition basedpricing ConsiderationsinSettingPrice OtherInternalandExternalConsiderationsAffectingPriceDecisions Targetcostingstartswithanidealsellingpricebasedonconsumervalueconsiderationsandthentargetscoststhatwillensurethatthepriceismet OtherInternalandExternalConsiderationsAffectingPriceDecisions Organizationalconsiderationsinclude WhoshouldsetthepriceWhocaninfluencetheprices OtherInternalandExternalConsiderationsAffectingPriceDecisions Beforesettingprices themarketermustunderstandtherelationshipbetweenpriceanddemandforitsproducts TheMarketandDemand OtherInternalandExternalConsiderationAffectingPriceDecisions Competition OtherInternalandExternalConsiderationsAffectingPriceDecisions ThedemandcurveshowsthenumberofunitsthemarketwillbuyinagivenperiodatdifferentpricesNormally demandandpriceareinverselyrelatedHigherprice lowerdemandForprestige luxury goods higherpricecanequalhigherdemandwhenconsumersperceivehigherpricesashigherquality OtherInternalandExternalConsiderationsAffectingPriceDecisions OtherInternalandExternalConsiderationsAffectingPriceDecisions PriceelasticityofdemandillustratestheresponseofdemandtoachangeinpriceInelasticdemandoccurswhendemandhardlychangeswhenthereisasmallchangeinpriceElasticdemandoccurswhendemandchangesgreatlyforasmallchangeinprice OtherInternalandExternalConsiderationsAffectingPriceDecisions Priceelasticityofdemand changeinquantitydemand changeinprice OtherInternalandExternalConsiderationAffectingPriceDecisions istheonlyelementinthemarketingmixthatproducesrevenue ProcessPricePlacePromotion istheonlyelementinthemarketingmixthatproducesrevenue ProcessPricePlacePromotion Everydaylowpricing EDLP isatypeof pricingbasedonbuyers perceptions value addedcost basedproduct basedgood value Everydaylowpricing EDLP isatypeof pricingbasedonbuyers perceptions value addedcost basedproduct basedgood value In themarketconsistsofmanybuyersandsellerswhotradeoverarangeofpricesratherthanasinglemarketprice oligopolisticcompetitionapuremonopolymonopolisticcompetitionpurecompetition In themarketconsistsofmanybuyersandsellerswhotradeoverarangeofpricesratherthanasinglemarketprice oligopolisticcompetitionapuremonopolymonopolisticcompetitionpurecompetition pricingusesbuyers perceptionsofvalue nottheseller scost asthekeytopricing Cost basedpricingProduct basedpricingCustomervalue basedpricingCompetition basedpricing pricingusesbuyers perceptionsofvalue nottheseller scost asthekeytopricing Cost basedpricingProduct basedpricingCustomervalue basedpricingCompetition basedpricing donotvarywithproductionorsaleslevel OverheadcostsVariablecostsTotalcostsSumcosts donotvarywithproductionorsaleslevel OverheadcostsVariablecostsTotalcostsSumcosts Whatreferstothedropintheaveragecostwithaccumulatedproductionexperience EconomiesofscopeDemandcurveUtilitycurveLearningcurve Whatreferstothedropintheaveragecostwithaccumulatedproductionexperience EconomiesofscopeDemandcurveUtilitycurveLearningcurve Afoodprocessormanufacturerhasthefollowingcostsandexpectedsales Variablecost 15perunitFixedcost 600 000Expectedunitsales 60 000Whatwouldbetheunitcost 20251522 Afoodprocessormanufacturerhasthefollowingcostsandexpectedsales Variablecost 15perunitFixedcost 600 000Expectedunitsales 60 000Whatwouldbetheunitcost 20251522 Whatisthebreak evenunitvolumeforacompanywithfixedcostsof 30 000 variablecostsof 10 andapriceof 20 unit 2 500units2 000units3 000units3 500units Whatisthebreak evenunitvolumeforacompanywithfixedcostsof 30 000 variablecostsof 10 andapriceof 20 unit 2 500units2 000units3 000units3 500units Whichtypeofmarketconsistsofafewsellerswhoarehighlysensitivetoeachother spricingandmarketingstrategies OligopolisticcompetitionPuremonopolyMonopolisticcompetitionPurecompetition Whichtypeofmarketconsistsofafewsellerswhoarehighlysensitivetoeachother spricingandmarketingstrategies OligopolisticcompetitionPuremonopolyMonopolisticcompetitionPurecompetition Aresellerbuysaproductfromamanufacturerfor 40andwantstoearn20percentonthesalesprice Whatwillthenewpricebe 48605450 Aresellerbuysaproductfromamanufacturerfor 40andwantstoearn20percentonthesalesprice Whatwillthenewpricebe 48605450 Projects Interviewalocalbusinessabouttheirpricingphilosophyand orstrategy Usetheirtermsandthenapplywhatyouhavelearnedfromthemtoassesstheirapproachtothosedescribedinthetext Whatarethesimilaritiesanddifferences Objective2 Usethelocalnewspapertocomparegrocerystoreadsforpricespecials Whatcanyoudetermineaboutthecompetitors pricingstrategies Howmanyofthetechniquesfromthechapterdotheorganizationsseemtobeusing Whatstrategyappearstobethemostsuccessful Howdidyoumakethisjudgment Objective2 HowdoesWalmartmakeuseofgood valuepricing Objective2 ExplainhowcompaniessuchasDellusecost pluspricing Whatarethecompetitivedisadvantagesofsuchpricingstrategies Objective3 Takeadrivearoundtownandlookatthepriceofgasolineatavarietyofdifferentstations Useoligopolisticcompetitiontoexplainwhatyouareseeing Objective3 Formstudentsintogroupsofthreetofive EachgroupshouldreadRealMarketing10 1 p 318 Eachgroupshouldthenanswerthefollowingquestionsandsharetheiranswerswiththeclass Objective1 ExplainSouthernSun spricingstrategyinyourownwords Whatismeantbytheterm price inthiscompany HowisSouthernSundistinguishingitselffromotherhotelchains Analyzethestatement Givepeoplesomethingofvalue andthey llgladlypayforit HowdoesitapplytoSou