ch9_price_strategy价格策略 国际营销ppt

Chapter9DevelopingPriceStrategiesandPrograms 1 Tounderstandprice Priceisthesumofallthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice Whatisprice Whatarefactorsaffectingpricedecisions InternalfactorsExternalfactors Internalfactors Marketingobjectives Marketingmixstrategy Costs Organizationalconsiderations Natureofthemarketanddemand Competition Otherenvironmentalfactors economy resellers government Externalfactors 2 SettingPricingPolicy 1 Selectingthepricingobjective 2 Determiningdemand 3 Estimatingcosts 4 Analyzingcompetitors costs prices andoffers 5 Selectingapricingmethod 6 Selectingfinalprice Step1 SelectingthepricingobjectiveSurvivalLowpricestocovervariablecostsandsomefixedcoststostayinbusinessMaximizecurrentprofitsmarket skimmingpricingChoosethepricethatproducesthemaximumcurrentprofit MaximizetheirmarketshareWecallthismethodmarket penetrationpricingBestwhen Marketishighlyprice sensitive andalowpricestimulatesmarketgrowth Productionanddistributioncostsfallwithinaccumulatedproductionexperience andLowpricediscouragesactualandpotentialcompetition MarketSkimming 撇脂定价策略 SettingahighpriceforanewproducttoskimmaximumrevenuesfromthetargetmarketResultinfewer butmoreprofitablesales MarketSkimming Highprice LowvolumesSuitableforproductsthathaveshortlifecyclesorwhichwillfacecompetitionatsomepointinthefuture e g afterapatentrunsout Examplesinclude Playstation jewellery digitaltechnology newDVDs etc Plasma 等离子 screens Currentlyathighpricesbutforhowlong Title Thin shapedtelevision Copyright GettyImages availablefromEducationImageGallery 取脂定价策略案例 苹果公司的iPod产品是最近4年来最成功的消费类数码产品 一推出就获得成功 第一款iPod零售价高达399元美元 即使对于美国人来说 也是属于高价位产品 但是有很多 苹果迷 既有钱又愿意花钱 所以还是纷纷购买 苹果的撇脂定价取得了成功 但是苹果认为还可以 撇到更多的脂 于是不到半年又推出了一款容量更大的iPod 当然价格也更高 定价499元美元 仍然卖得很好 苹果的撇脂定价大获成功 MarketPenetration 渗透定价策略 SettingalowpriceforanewproductinordertopenetratethemarketquicklyanddeeplyAttractalargenumberofbuyersandwinalargermarketshare Step2 DeterminingDemandPricesensitivityDemandCurvesPriceElasticityofDemandInelasticElastic Step3 EstimatingCostTypesofCostandLevelsofProductionFixedcosts overhead VariablecostTotalcostAveragecost Step4 AnalyzingCompetitors Cost Prices andOffers Step5 SelectingaPricingMethod 1 Cost BasedPricingMarkupPricing 成本导向定价 单位产品价格 单位产品成本X 1 加成率 加成率 利润 成本 某企业生产台式电扇总成本为54万元 生产量为1万台 产品出厂利润以20 加成率 计算 其单价为单位成本 540000 10000 54元产品单价 54X 1 20 64 8元 台注 批发价 零售价由此类推 某电视机厂生产2000台彩色电视机 总固定成本600万元 每台彩电的变动成本为1000元 如果期望每台电视机能获取成本25 利润 请采用总成本加成定价法确定价格 UFC 6000000 2000 3000元UVC 1000元UTC 4000元Price 4000 1 25 5000元 2 Value BasedPricingPerceivedvaluepricing 认知价值导向定价 Valuepricing 认知价值定价法 这是件宝物 你认为它值多少 底价1万元 我认为它值3万 你愿意卖吗 发了 净赚2万 Sealed Bid 投标定价 CompanySetsPricesBasedonWhatTheyThinkCompetitorsWillCharge Going Rate 随行就市定价 CompanySetsPricesBasedonWhatCompetitorsAreCharging 3 Competition BasedPricing竞争导向定价 Step6 SelectingtheFinalPricePricingmethodsnarrowtherangefromwhichthecompanymustselectitsfinalprice Inselectingthatprice thecompanymustthenconsideradditionalfactors Psychologicalpricing InfluenceofothermarketingmixFirmpricingpolicies Impactofpriceonotherparties Distributors anddealers reactions Salesforce sreaction Suppliers Competitors reactions Governmentintervention Lawsregulatingpricing GO GO Nextpager 3Majorpricingstrategies New productpricingstrategiesProductmixpricingstrategiesPrice adjustmentstrategies 3 1New ProductPricingStrategies Market Skimming撇脂定价法Setahighpriceforanewproductto skim revenueslayerbylayerfromthemarket Companymakesfewer butmoreprofitablesales Whentouse Product squalityandimagemustsupportitshigherprice Costsofsmallervolumecannotbesohightheycanceltheadvantageofchargingmore Competitorsshouldnotbeabletoentermarketeasilyandundercutthehighprice 3 1New ProductPricingStrategies Market Penetration渗透定价法Setalowinitialpriceinorderto penetrate themarketquicklyanddeeply Canattractalargenumberofbuyersquicklyandwinalargemarketshare Whentouse Marketmustbehighlypricesensitivesoalowpriceproducesmoremarketgrowth Productionanddistributioncostsmustfallassalesvolumeincreases Mustkeepoutcompetitionandmaintainlowpriceoreffectsareonlytemporary 3 2Productmixpricingstrategies Productlinepricing产品线定价策略Optional productpricing选择品定价策略Captive productpricing补充品定价策略 搭售品定价策略 附属产品定价策略by productpricing副产品定价策略Productbundlepricing捆绑产品定价策略 3 2 1Product LinePricing产品线定价策略 Involvessettingpricestepsbetweenvariousproductsinaproductlinebasedon CostdifferencesbetweenproductsCustomerevaluationsofdifferentfeaturesCompetitors prices Theseller staskistoestablishperceivedqualitydifferencesthatsupportthepricedifferences 3 2 2Optionalpricing附属品定价策略 Optional ProductPricingoptionaloraccessoryproductssoldwiththemainproduct e g icemakerwiththerefrigerator Pricingtheseoptionsisastickyproblem Companieshavetodecidewhichitemstoincludeinthebasepriceandwhichtoofferasoptions Captive ProductPricing互补产品定价策略 Captive ProductPricingproductsthatmustbeusedwiththemainproduct e g replacementcartridgesforGilletterazors ProducersofthemainproductsoftenpricethemlowandsethighmarkupsonthesuppliesThefixedamountshouldbelowenoughtoinduceusageoftheservice profitcanbemadeonthevariablefees 3 2 3By ProductPricing副产品定价策略 Settingapriceforby productsinordertomakethemainproduct spricemorecompetitive 3 2 4ProductBundlePricing捆绑产品定价策略 CombiningseveralproductsandofferingthebundleatareducedpricePricebundlingcanpromotethesalesofproductsconsumersmightnototherwisebuy butthecombinedpricemustbelowenoughtogetthemtobuythebundle 如果你在我们这里购买全套的话 我们可以给你优惠 老板 你们的音响有没有优惠 3 3price adjustmentstrategies Discountandallowancepricing折扣与折让Segmentedpricing子市场价格 细分市场价格 差别价格Psychologicalpricing心理价格Promotionalpricing促销价格Geographicalpricing地理价格Internationalpricing国际促销价格 Companiesusuallyadjusttheirbasicpricestoaccountforvariouscustomerdifferencesandchangingsituations DiscountsandAllowances Discounts折扣CashQuantityFunctionalSeasonalAllowances折让Trade in以旧换新Promotional促销折让 Cashdiscount Quantitydiscount Seasonaldiscounts SegmentedPricing差别定价 Sellingaproductorserviceattwoormoreprices wherethedifferenceinpricesisnotbasedondifferencesincosts Types Customer segmentProduct formLocationpricingTimepricing PsychologicalPricing Considersthepsychologyofpricesandnotsimplytheeconomics Consumersusuallyperceivehigher pricedproductsashavinghigherquality Consumersusepricelesswhentheycanjudgequalityofaproduct 心理定价法 零头定价 9 97元 9 94元 美国人喜欢奇数 日本人喜欢偶数 标价精确给人以信赖感 低价值商品 9 98元 中国人喜欢8和6 心理定价法 整数定价 价值高的商品 定价4008元 定价3997元 满足顾客高消费心理 提高商品身价 心理定价法 分档定价 一档二档三档四档 15 35元16 7元24 8元29 9元 体现品质差别 顾客感到卖方认真负责 心理定价法 声望定价 名牌产品或名牌企业 高价值产品 3000元 99