营销管理 科特勒 中国制定价格战略和流程PPT学习教案

1、会计学1Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-2第1页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-3第2页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-4第3页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prenti

2、ce Hall 12-5参考价格参考价格价格价格- -质量推断质量推断价格尾数价格尾数价格暗示价格暗示第4页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-6选择定价目标选择定价目标确定需求确定需求估算成本估算成本分析竞争者的价格组合分析竞争者的价格组合选择定价方法选择定价方法选定最终价格选定最终价格第5页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-7价格敏感性价格敏感性估计需求曲线估计需

3、求曲线需求的价格弹性需求的价格弹性第6页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-8高价格高价格在此价格不可能有需求在此价格不可能有需求低价格低价格在此价格不可能有需求在此价格不可能有需求最高限价最高限价最低限价最低限价成本成本竞争者价格和竞争者价格和替代价格替代价格参考点参考点顾客对产品独顾客对产品独特属性的评价特属性的评价第7页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-9地理定

4、价地理定价折扣与折让折扣与折让差别定价差别定价促销定价促销定价 产品组合定价产品组合定价第8页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-10第9页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-11第10页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-12第11页/共18页Copyri

5、ght 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-13延迟报价延迟报价浮动条款浮动条款产品拆分产品拆分减少折扣减少折扣第12页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-14提价时，公司须小心地管理顾客的感知。提价时，公司须小心地管理顾客的感知。第13页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-15第14页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-16第15页/共18页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 12-17第16