骗取战略ppt课件

1、 by Yu Hongyan Business School of Jilin UniversityChapter 13Designing Pricing Strategies and ProgramsObjectives13.1 Setting the price13.2 Adapting the price13.3 Responding to price changesPrice Has Many NamesMonthly PaymentDonation Tuition Rent FeeInterestFarePriceHigh MediumLowHighLow Product Quali

2、tyMed1 Premium Value 5 Medium Value9 Economy4 Overcharging7 Rip-Off骗取战略8 False Economy2 High Value3 SuperValue6 Good-ValueNine Price - Quality Strategies1.Selecting the pricingobjective2. Determining demand3. Estimating costs4.Analyzing competitorscosts, prices, and offers5.Selecting a pricingmethod

3、6. Selecting final price12.1 Setting the PriceSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceSurvivalMaximize current profitsMaximize market sharePenetration strategyMarket skimmingSkimming strategyPro

4、duct quality leadersPriceQuantityPrice SkimmingSell at highprice beforereducing tonext price leveland repeatInitialPriceSecondPriceFinalPriceIn price skimming, initial price isset high-at top of the demand curveMost sensible when:Demand is inelasticThere is an “elite market that is less price sensit

5、iveBarriers to entry (patents, etc.)Gradually working down the demand curve with lower priced marketing mixes over time.Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceUnderstand factors that affect pri

6、ce sensitivityEstimate demand curvesUnderstand price elasticity of demandElasticityInelastictyConditions Under Which Demand is Less ElasticBuyers think higher prices are justifiedThere are few or no substitutes Buyers slowly change buying habits & search for lower prices Buyers do not readily notice

7、 the higher priceInelasticDemandConditions博物馆门票的订价他是一个大型艺术博物馆馆的馆长.他的财务经理通知他,博物馆缺乏资金,并建议他思索改动门票的价钱以添加总收益.他将怎能样办?是提高门票价钱?还是降低门票价钱?Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceTypes of costs and levels

8、of production must be consideredAccumulated production leads to cost reduction via the experience curveDifferentiated marketing offers create different cost levelsTypes of CostsTotal CostsSum of the Fixed and Variable Costs for a Given Level of ProductionFixed Costs(Overhead)Costs that dontvary with

9、 sales or production levels.Executive SalariesRent Variable CostsCosts that do varydirectly with the level of production.Raw materialsSetting the PriceFigure 13-3: The Experience CurveSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pr

10、icing methodSelect final priceFirms must analyze the competition with respect to:CostsPricesPossible price reactionsPricing decisions are also influenced by quality of offering relative to competitionSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze comp

11、etitionSelect pricing methodSelect final pricePrice-setting begins with the three “CsSelect method:Markup pricingTarget-return pricingPerceived-value pricingValue pricingGoing-rate pricingAuction-type pricingGroup pricingCostsCompetitorsprices andprices ofsubstitutesCustomersassessmentof uniqueprodu

12、ctfeaturesLow PriceNo possibleprofit atthis priceHigh PriceNo possibledemand atthis priceThe Three Cs Model for Price SettingMarkupsCost = 24.00 = 80%Cost = 21.60 = 90%Cost = 30.00 = 60%Markup = 2.40 = 10%Markup = 6.00 = 20%Markup = 20.00 = 40%ProducerWholesaler24.0030.0050.00Markup is usually state

13、d as a percent of the selling price, not of the costA:markup单位本钱10元假设想要10%的利润，卖价该订是多少呢？11.11元计算公式 单位本钱定价= 1估计利润假设想要20%呢？12.5元假设想50%呢？20元本钱加成定价法卖方对本钱比对需求能作出更多的一定。把价钱同本钱结合在一同，卖方可以简化他们本人的定价义务；当需求变化时，他们无须频繁地调整价钱。 当行业的一切企业都运用这种定价方法时，他们的价钱就会趋趋于类似。因此价钱竞争就会减少到最小。假设当他们在定价时留意需求的变化，那么价钱竞争就不能够减少到最低。 许多人感到 本钱加成定

14、价法对买方和卖方来讲都比较公平。在买方的需求变得急迫时，卖方不利用这一有利条件谋求额外利益，而仍能获得公平的投资报酬本钱加成定价法被普遍运用的缘由B:Target Return PricingTarget-return price=Unit cost+desired return*invest capital Unit saleBreak-Even PricingQuantityPrice2,00001,0002,0003,0004,0005,0006,0004,000Fixed costsLossProfitTotal RevenueTotal CostsBreak-even pointB

15、目的利润定价法假设烤面包机制造商在企业中投资是100万元，他要制定能获取20%利润的价钱，即20万元，那么： 目的利润价钱=单位本钱+投资收益率*投资本钱/销售量 =16+20%*100/50，000 =20元总收入总本钱固定本钱204060801002120万元134567 8销售量万台单价=固定本钱+目的利润估计销量 +单位变动本钱目的利润定价法我本期希望有5000万的利润，该卖什么价呢？C:Perceived Value Pricing认知价值定价Attribute Standard offerPremium offerAdded ValueQualityImpurities less

16、than ten partsImpurities less than one part1.4DeliveryWithin two weeksWithin one week.15System Supply chemical onlySupply total system.80InnovationLittle R&D supportHigh level R&D support2.00Retraining Train initially Retrain on request.40ServiceThrough home office purchaseLocally available.25Price

17、100/pound105/pound5.00这是件珍贵，他以为它值多少？底价1万元我以为它值3万，他情愿卖吗？发了！净赚2万认知价值定价法越来越多的企业认识到，作为定价的关键，不是卖方的本钱，而是买主对价值的认知。认知价值定价法与现代产品定位思想能很好地适应起来。认知价值定价法的关键是准确地确定市场对所提供价值的认知。认知价值定价法D:Value PricingLow price for a high-quality offeringAttract a large number of value-conscious customersEveryday low price, EDLPHigh-l

18、ow priceE:Going-Rate PricingBases its price largely on competitors priceFollow the leaderQuite popular because the cost is difficult to measure 通行价钱定价法 (Going-Rate Pricing)在通行价钱定价法中，企业的价钱主要基于竞争者的价钱，很少留意本人的本钱或需求。企业的价钱能够与它主要竞争者的价钱一样，也能够高于竞争者或低于竞争者。 老板，A公司的定价是20元B 公司是25元我们就订23元吧通行价钱定价战略10万元10.5万元9.9万元1

19、1万元工程招标密封招标定价法Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceRequires consideration of additional factors:Psychological pricingGain-and-risk-sharing pricingInfluence of other marketing mix variablesCom

20、pany pricing policiesImpact of price on other parties9.97元9.94元美国人喜欢奇数日本人喜欢偶数标价准确给人以信任感低价值商品9.98元中国人喜欢8和6心思定价法零头定价Psychological pricing价值高的商品定价4008元定价3997元满足顾客高消费心思，提高商品身价心思定价法整数定价Psychological pricing一档 二档 三档 四档 15.35元 16.7元 24.8元 29.9元表达质量差别，顾客感到卖方仔细担任心思定价法分档定价Psychological pricing名牌产品或名牌企业高价值产品30

21、00元9999元168元588元购买它可以显示消费者身份，高价钱，高身份心思定价法声望定价Psychological pricing老板，啤酒多少钱一扎啤酒每扎 4.5元老规矩，与原来一样心思定价法习惯定价Psychological pricing快来买啦！大减价了原价：149元现价：38元这么廉价？心思定价法招徕定价Psychological pricingDiscussion Scenario A new sports bar and grill sells various types of burgers, sandwiches, and appetizers. All appetize

22、rs, burgers, and sandwiches are priced at $4.00, while platters (which include a soft drink, fries and coleslaw) are priced at $6.00. Critique the pricing procedure used by this restaurant. What changes would your recommend?12.2 Adapting the PriceGeographical PricingPrice discounts and allowancesPro

23、motional pricingDiscriminatory price Product-mix priceGeographical PricingBarterOffsetCompensation DealBuyback Arrangement Trade-in Allowances Promotional Allowances Price Discounts and Allowances Quantity Discounts Seasonal DiscountsCash Discounts Functional Discounts Adapting the PriceWhat type of

24、 discounts or allowances are being used by CardsDirect? Adapting the PriceLonger Payment TermsLoss-Leader PricingLow Interest Financing Warranties and Service Contracts PsychologicalDiscountingCashRebatesSpecial Event PricingPromotional Pricing Tactics本店特价基围虾28元/斤牺牲品定价小海南海鲜大酒楼有没有搞错，老板赚什么钱促销定价1楼上楼海鲜螃

25、蟹 38元/斤每座只供应半斤长安奥托 2万元/辆只需1辆且已被人订购锦官新城电梯公寓 2480元/平方米只需2套春天百货服装 2折起只需2种式样购物优惠 半价买手机只买给前50名海信21寸彩电震撼价 998元/台只买200台资料：牺牲品定价中的限量供应 彩电春节大优惠原价 1300元现价 1100元特别事件定价促销定价2特大优惠本商店商品一概买100元送10元现金回扣华联商厦促销定价3没关系，我们可以给他提供一定贷款低息贷款我想要这房，但我的钱不够促销定价4 大减价 大出血原价：49元现价：18元快来买啦！大减价了原价49心思定价促销定价5Discriminatory Pricing Tact

26、icsCustomer Segment PricingProduct-Form PricingLocation PricingChannel PricingImage PricingTime Pricing顾客细分定价工业用电农业用电事业单位用电居民用电文娱、餐饮用电城市照明差别定价1产品式样定价价钱：98元价钱：48元装有调光开关本钱15元普通开关本钱5元价钱与各自本钱不成比例差别定价278元198元笼统定价泸州老窖泸州老窖水晶瓶普通瓶差别定价32001甲A联赛四川全兴大连万达特区：160元甲区：120元乙区：40元丙区：20元地点定价差别定价4明仕保龄球馆上午：5元/局下午：8元/局晚上：

27、15元/局时间定价差别定价5按顾客普通人、教师、学生、军人、团体、儿童按时间早班、晚班、首航、寒暑假、节假日按档次特等舱、普通舱、包机按间隔单程、来回程、联程、按出票时间预购、既购民航的差别定价Adapting the PricePrice discrimination works when:Market segments show different intensities of demandConsumers in lower-price segments can not resell to higher-price segmentsCompetitors can not undersel

28、l the firm in higher-price segmentsCost of segmenting and policing the market does not exceed extra revenueProduct-Mix Pricing TacticsOptional-Feature PricingCaptive-Product PricingProduct-Bundle PricingProduct-Line PricingBy-Product PricingTwo-Part Pricing 长虹14“ 长虹18 长虹 21“ 长虹 25 长虹29 长虹34 980元 130

29、0元 1588元 2289元 3988元 7898元产品线定价价钱等级不同尺寸的本钱差别顾客对不同尺寸的评价竞争对手的价钱等级价格等级产品组合定价1喝酒，点菜，面不算钱选购商品定价那就来碗面吧！不行，光吃面2.5元二两产品组合定价2打印机 850元墨盒 249元我不计划在打印机上赚钱，我主要在墨盒上赚钱附带产品定价产品组合定价3 手机费用固定费用购置费：2200元/部入网费：200元座机费：50元/月变动费用通话费：0.4/分钟两部分定价产品组合定价412元/本他这纸怎样卖得这么贵？我把环保费用也算进去了副产品定价产品组合定价5假设他在我们这里购买全套的话，我们可以给他优惠老板，他们的音响有没

30、有优惠组合定价产品组合定价613.3. Initiating and Responding to Price ChangesStrategic OptionsRaise price and raise perceived qualityMaintain price and perceived quality; prune some clientsPartially cut price and raise perceived qualityFully cut price and maintain perceived qualityMaintain price and reduce perceiv

31、ed qualityIntroduce economy modelInitiating and Responding to Price ChangesKey ConsiderationsInitiating price cutsInitiating price increasesReactions to price changesResponding to competitors price changesCircumstances leading to price cuts:Excess plant capacityDeclining market shareAttempt to domin

32、ate the market via lower costsPrice cutting traps:Price/quality perceptionsLow prices dont create market loyaltyCompetition may match or beat price cutsInitiating and Responding to Price ChangesKey ConsiderationsInitiating price cutsInitiating price increasesReactions to price changesResponding to competitors price changesCircumstances leading to price increases:Cost