市场营销英文版Chapterpricing-strategiesppt课件.ppt

12 0 PricingStrategies Chapter12 12 1 Objectives Learnthemajorstrategiesforpricingimitativeandnewproducts Understandhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix 12 2 Objectives Learnhowcompaniesadjusttheirpricestotakeintoaccountdifferenttypesofcustomersandsituations Knowthekeyissuesrelatedtoinitiatingandrespondingtopricechanges 12 3 ManycontractmanufacturersarefacedwithfallingpricesandsqueezedmarginsConsolidationintheglobalcomputerindustry Strategy shifttohighermarginbusinessessuchasLCDTVsDevelopingstrongAsianbrandstoensurepriceadvantagesuchasAcerandBenq TaiwanesePCManufacturers CaseStudy 12 4 PricingProducts New ProductPricingStrategiesProductMixPricingStrategiesPriceAdjustmentStrategiesPriceChanges TopicOutline 12 5 PricingStrategies 12 6 MarketSkimming 12 7 MarketSkimming Highprice LowvolumesSkimtheprofitfromthemarketSuitableforproductsthathaveshortlifecyclesorwhichwillfacecompetitionatsomepointinthefuture e g afterapatentrunsout Examplesinclude Playstation jewellery digitaltechnology newDVDs etc Manyarepredictingafiresaleinlaptopsassupplyexceedsdemand Copyright iS 12 8 MarketSkimming whenSonyintroducedthefirstconsumerVCRsinthe1970s theretailpriceexceeded 1 000 Thesamewastruewhencompactdiscplayerswerelaunchedintheearly1980s Withinafewyears pricesfortheseproductsdroppedwellbelow 500 Thispatternwasevidentinthefallof1998 whenHDTVsetswentonsaleintheUnitedStateswithpricesstartingatabout 7 000 Thispricebothmaximizesrevenueonlimitedvolumeandmatchesdemandtoavailablesupply SonyAd forcamcorders 12 9 PricingofiPhones 12 10 PricingofiPhones 12 11 PricingofiPhones 12 12 PricingofiPhones Besidestheflashmemory themostsignificantmaterialcostsarerelatedtonewiPhonefeatures Retinadisplay 26 Apple snewmicroprocessor 19 50 andbackglasshousing 13 ThischartalsoprovidesexcellentinformationforthosewhofollowthestrategyofbuyingcompaniesthatsupplyiPhonecomponents Ifthecostactuallywasaround 180 thenthemarginwouldbearound72 ImageSource MobileMagazine 12 13 PricingofiPhones IhaveastrongaccountingbackgroundsoIamveryfamiliarwiththeproductcoststhatshouldbeincluded Asyoumaybeaware costofgoodssoldincludesdirectmaterials directlabor andmanufacturingoverhead Imentionthatsoftwareandothercostsarenotincludedbecausetheyareverydifficulttoestimate 12 14 NewProductPricingStrategies MarketSkimmingSettingaHighPriceforaNewProductto Skim MaximumRevenuesfromtheTargetMarket ResultsinFewer ButMoreProfitableSales UseUnderTheseConditions Product sQualityandImageMustSupportItsHigherPrice CostsCan tbesoHighthatTheyCanceltheAdvantageofChargingMore CompetitorsShouldn tbeAbletoEnterMarketEasilyandUndercuttheHighPrice 12 15 PenetrationPricing 12 16 NewProductPricingStrategies MarketPenetrationSettingaLowPriceforaNewProductinOrderto Penetrate theMarketQuicklyandDeeply AttractaLargeNumberofBuyersandWinaLargerMarketShare UseUnderTheseConditions MarketMustbeHighlyPrice SensitivesoaLowPriceProducesMoreMarketGrowth Production DistributionCostsMustFallasSalesVolumeIncreases MustKeepOutCompetition MaintainItsLowPricePositionorBenefitsMayOnlybeTemporary 12 17 PenetrationPricing WhenSonywasdevelopingtheWalkmanin1979 initialplanscalledforaretailpriceof 249toachievebreakeven However itwasfeltthatapriceof 170wasnecessarytoattracttheall importantyouthmarketsegment Aftertheengineeringteamconcededthattheycouldtrimcoststoachievebreakevenvolume ChairmanAkioMoritapushedthemfurtherandinsistedonaretailpriceof 165tocommemorateSony s33rdanniversary Atthatprice eveniftheinitialproductionrunof60 000unitssoldout thecompanywouldlose 35perunit 1979SonyWalkman 12 18 NewProductIntroStrategies Capture cream lesspricesensitivebuyersHighProfitMargin sacrificevolumeInviteCompetitors Short termProfits SellWholeMarket no elite marketHighVolume sacrificeprofitmarginKeepCompetitionOut INTENTFOCUSRESULT SKIMMINGPENETRATION 12 19 PriceStrategiesforNewProducts PenetrationLowprice establishproductinthemarketElasticdemand PredatorypricingSkimmingHighprice uniqueproduct appealtoearlyadopters PrestigepricingRecoveringhighRextendproductlife PRICE PRICE PRICE Skimming Penetration PenetrationPriceStrategy SkimmingPriceStrategy 12 20 Whichpricingstrategy skimmingorpenetration isnormallyusedwhenanewprescriptiondrugisintroducedintheU S Why 12 21 Product BasedPricingApproaches ProductLinePricingSettingpricestepsbetweenproductlineitemsi e 299 399 Optional ProductPricingPricingoptionaloraccessoryproductssoldwiththemainproduct i e caroptions Captive ProductPricingPricingproductsthatmustbeusedwiththemainProduct i e RazorBlades Film Software By ProductPricingPricinglow valueby productstogetridofthem i e LumberMills Zoos Product BundlePricingPricingbundlesOfproductssoldtogether i e seasontickets computermakers 12 22 ProductMix PricingStrategies ProductLinePricing Involvessettingpricestepsbetweenvariousproductsinaproductlinebasedon Costdifferencesbetweenproducts Customerevaluationsofdifferentfeatures andcompetitors prices 12 23 ProductLinePricing Setspricestepsbetweenvariousproductlineitemsbasedon CostdifferencesbetweenproductsCustomerdemandforadditional differentfeaturesPrice ValueGradients 12 24 ProductMix PricingStrategies Optional ProductPricingoptionaloraccessoryproductssoldwiththemainproduct i ecamerabag Captive ProductPricingproductsthatmustbeusedwiththemainproduct i e film 12 25 Optional ProductPricing Definition PricingoptionaloraccessoryproductssoldwiththemainproductExamples Cruisecontroladdedtobasiccar ComputersoldwithadditionalRAM memory Rentalcarsoldwith luxury orsizeupgradeOftenabusedin BaitandSwitch tactics 12 26 Captive ProductPricing Definition PricingproductsthatmustbeusedwiththemainproductBaseproductisrelatively cheap orfreeReplacementproductisrelatively expensive Examples ReplacementcartridgesforGilletterazors Toner inkforHPprinters Replacementcarpartssoldatcardealers 12 27 ProductMix PricingStrategies By ProductPricinglow valueby productstogetridofthemandmakethemainproduct spricemorecompetitive i e sawdust ZooDoo Product BundlingCombiningseveralproductsandofferingthebundleatareducedprice i e theaterseasontickets 12 28 ProductBundlePricing Definition MultipleproductssoldtogetherforonepriceCreatesperceptionofsavingsEasesdecision makingandorderingforconsumersExamples Computerpackage PC monitor software andprinter McDonald sValueMeal Burger FriesandDrinkVacationpackag