chpricestrategy价格策略 国际营销PPT学习教案

1、会计学1chpricestrategy价格策略价格策略 国际营销国际营销What is price?第1页/共54页Internal factorsExternal factors第2页/共54页Internal factorsMarketing objectivesMarketing mix strategyCostsOrganizational considerations第3页/共54页Nature of the market and demandCompetitionOther environmental factors (economy, resellers, government)

2、第4页/共54页2.Setting Pricing Policy1.Selecting the pricingobjective2. Determining demand3. Estimating costs4.Analyzing competitorscosts, prices, and offers5.Selecting a pricingmethod6. Selecting final price第5页/共54页第6页/共54页第7页/共54页Plasma (等离子)screens: Currently athigh prices but for how long?Title: Thin

3、-shaped television. Copyright: Getty Images, available from Education Image Gallery第8页/共54页第9页/共54页第10页/共54页第11页/共54页第12页/共54页第13页/共54页本ProductCostPriceValueCustomers Cost-Based Pricing第14页/共54页第15页/共54页第16页/共54页CustomerValuePriceCostProduct 第17页/共54页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2万第1

4、8页/共54页Sealed-Bid(投标定价)Company Sets Prices Based on What They Think Competitors Will Charge.Going-Rate （随行就市定价）Company Sets Prices Based on WhatCompetitors Are Charging.第19页/共54页第20页/共54页第21页/共54页When to use:Products quality and image must support its higher price.Costs of smaller volume cannot be s

5、o high they cancel the advantage of charging more.Competitors should not be able to enter market easily and undercut the high price.第22页/共54页When to use:Market must be highly price sensitive so a low price produces more market growth.Production and distribution costs must fall as sales volume increa

6、ses.Must keep out competition and maintain low price or effects are only temporary.第23页/共54页第24页/共54页The sellers task is to establish perceived quality differences that support the price differences 第25页/共54页第26页/共54页第27页/共54页第28页/共54页第29页/共54页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？第30页/共54页Companies

7、 usually adjust their basic prices to account for various customer differences and changing situations. 第31页/共54页第32页/共54页第33页/共54页第34页/共54页第35页/共54页第36页/共54页第37页/共54页第38页/共54页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第39页/共54页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，提高商品身价第40页/共54页

8、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第41页/共54页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9999元168元588元购买它可以显示消费者身份，高价格，高身份第42页/共54页心理定价法习惯定价老板，啤酒多少钱一扎啤酒每扎 4.5元老规矩，与原来一样第43页/共54页心理定价法招徕定价快来买啦！大减价了原价：149元现价：38元这么便宜？第44页/共54页DiscountsCash Rebates返现Special-Event Pricing特殊事件价格Loss Leaders返利价格With promotional pricing, companies will temporarily price their products below list price and sometimes even