网络营销(第五版)朱迪-斯特劳斯英文课件11

E-MARKETING5/E

JUDYSTRAUSSANDRAYMONDFROSTChapter11:Price:TheOnlineValue©2009PearsonEducation,Inc.PublishingasPrenticeHall11-1Chapter11ObjectivesAfterreadingChapter11,youwillbeableto:Identifythemainfixedanddynamicpricingstrategiesusedforsellingonline.Discussthebuyer’sviewofpricingonlineinrelationtorealcostsandbuyercontrol.Highlighttheseller’sviewofpricingonlineinrelationtointernalandexternalfactors.OutlinetheargumentsforandagainsttheNetasanefficientmarket.Describeseveraltypesofonlinepaymentsystemsandtheirbenefits.11-2©2009PearsonEducation,Inc.PublishingasPrenticeHallTheVideoEggStoryThevideoandrichmediaadvertisingcompanywasfoundedin2004by3Yalegraduatestudents.VideoEggdeliversadstosocialnetworkingsites,videosites,andgamingapplications.VideoEggcreatedAdFrames(广告专区),whichallowvideoviewerstorolloverandwatchad-sponsoredcontent.©2009PearsonEducation,Inc.PublishingasPrenticeHall11-3TheVideoEggStory,cont.OnlineadvertisingisboughtandsoldonaCPM(costper1,000impressions)orpay-per-clickmodel(PPC).Incontrast,VideoEggchargesadvertisersbasedonuserengagement(rolloveraction)withthead.VideoEgg’sinnovativepricingschemeis$0.75perrollover,whichitsplits60/40%withthesiteowner.©2009PearsonEducation,Inc.PublishingasPrenticeHall11-4©2009PearsonEducation,Inc.PublishingasPrenticeHallPriceisthesumofallvaluesthatbuyersexchangeforthebenefitsofagoodorservice.Throughouthistory,priceswerenegotiated;fixedpricepoliciesareamodernidea.TheInternetistakingusbacktoaneraofdynamicpricing--varyingpricesforindividualcustomers.Theinternetalsoallowsforpricetransparency--bothbuyersandsellerscanviewpricesonline.TheInternetChangesPricingStrategies11-5©2009PearsonEducation,Inc.PublishingasPrenticeHallBuyer&SellerPerspectives:BuyerViewThemeaningofpricedependsontheviewpointofthebuyerandtheseller.Buyer’scostsmayincludemoney,time,energy,andpsychiccosts.Buttheyoftenenjoymanyonlinecostsavings:TheNetisconvenientandfast.Self-servicesavestime.One-stopshoppingandintegrationsavetime.Automationsavesenergy.11-6©2009PearsonEducation,Inc.PublishingasPrenticeHallTheshiftinpowerfromsellertobuyeraffectspricingstrategies.IntheB2Bmarket,buyersbidforexcessinventory.IntheB2Gmarket,governmentbuyersrequestproposalsformaterialsandlabor.政府招标Buyerssetpricesandsellersdecidewhethertoacceptthepricesinareverseauction.BuyerpoweronlineisalsobasedonthehugequantityofinformationandproductsavailableontheWeb.pauseBuyerControl11-7©2009PearsonEducation,Inc.PublishingasPrenticeHallBuyer&SellerPerspectives:SellerViewTheseller’sperspectiveincludesinternalandexternalfactors.Internalfactorsincludepricingobjectives,marketingmixstrategy,andinformationtechnologyPricingobjectivesmaybe:profitoriented.marketoriented.——marketsharecompetitionoriented.11-8SellerView,cont.TheInternetisonlyonesaleschannelandmustbeusedinconcertwithothermarketingmixelements.OnlinepriceandofflinepriceInformationtechnologycanplacebothupwardanddownwardpressureonprices.(byaffecttingthesellers’scost）©2009PearsonEducation,Inc.PublishingasPrenticeHall11-9©2009PearsonEducation,Inc.PublishingasPrenticeHallTheInternetPutsUpwardPressureonPricesOnlinecustomerserviceisanexpensivecompetitivenecessity.Distributionandshippingcosts.Affiliateprogramsaddcommissioncosts(佣金).Sitedevelopmentandmaintenance.Customeracquisitioncosts(CAC).TheaverageCACforearlyonlineretailingwas$82.11-10©2009PearsonEducation,Inc.PublishingasPrenticeHallFirmscansavemoneybyusinginternettechnologyforinternalprocesses.Self-serviceorderprocessing.Just-in-timeinventory.Overhead.日常管理费用（店铺租金、人员、税）Customerservice.Printingandmailing.Digitalproductdistribution.TheInternetPutsDownwardPressureonPrices11-11©2009PearsonEducation,Inc.PublishingasPrenticeHallMarketstructureandmarketefficiencyaffectpricingstrategy.Theseller’sabilitytosetpricesvariesbymarkettype:Purecompetition.Monopolisticcompetition.Oligopolisticcompetition.Puremonopoly.Ifpricetransparencyresultsinacompletelyefficientmarket,sellerswillhavenocontroloveronlineprices.ExternalFactorsAffectOnlinePricing11-12©2009PearsonEducation,Inc.PublishingasPrenticeHallEfficientMarketsAmarketisefficientwhencustomershaveequalaccesstoinformationaboutproducts,prices,anddistribution.Inanefficientmarket,onewouldexpecttofind:Lowerprices.Highpriceelasticity.Frequentpricechanges.Smallerpricechanges.Narrowpricedispersionbetweenhighestandlowestpriceforaproduct.11-13©2009PearsonEducation,Inc.PublishingasPrenticeHallEfficientMarketsMeanLossofPricingControl11-14©2009PearsonEducation,Inc.PublishingasPrenticeHallExternalmarketfactorsplacedownwardpressureonpricesandcontributetoefficiency.ShoppingagentssuchasPriceScan.Highpriceelasticity.Reverseauctions.Tax-freezones.免税区Venturecapitalavailability.Competition.Frequentpricechanges.Smallerpricechangeincrements.IstheNetanEfficientMarket?11-15©2009PearsonEducation,Inc.PublishingasPrenticeHallTheinternetdoesnotactlikeanefficientmarketregardingnarrowpricedispersion.Intwostudies,greaterpricespread（价格差距）wasfoundforonlinepurchasesthanforofflinepurchases.Pricedispersionmayoccurbecausemanybuyersdonotknowaboutoruseshoppingagents.IstheNetanInefficientMarket?11-16IstheNetanInefficientMarket?cont.

Pricedispersionmayalsorelatetootherissues:Brandstrength.品牌溢价Onlinepricing.价格灵活调整方便Deliveryoptions.Time-sensitiveshoppers.Differentiation.Switchingcosts.Second-generationshoppingagents.二代购物代理Theinternetisnotanefficientmarket.©2009PearsonEducation,Inc.PublishingasPrenticeHall11-17PaymentOptionsElectronicmoneyusestheinternetandcomputerstoexchangepaymentselectronically.Otheroff-linee-moneypaymentsystemsinclude:Smartchips.智能卡Paymentbycellphone.手机支付PayPalhasbecometheindustrystandardwithover150millionaccountsworldwide.©2009PearsonEducation,Inc.PublishingasPrenticeHall11-18PayPalAccountOptionsExhibit11.6©2009PearsonEducation,Inc.PublishingasPrenticeHall11-19©2009PearsonEducation,Inc.PublishingasPrenticeHallPricesettinghasbecomeanartasmuchasascience.Howmarketersapplypricingstrategyisasimportantashowmuchtheycharge.Marketerscanemployalltraditionalpricingstrategiestotheonlineenvironment.PricingStrategies11-20FixedPricingFixedpricing(menupricing)iswheneveryonepaysthesameprice.Twocommonfixedpricingstrategiesare:Priceleadership.价格领先/领袖支配型价格领先，是指由寡头垄断行业中占支配地位的厂商根据利润最大化原则确立产品的售价，其余规模小一些的厂商根据已确立的价格确定各自的产销量。成本最低型价格领先，是指由成本最低的寡头按利润最大化原则确定其产销量和销售价格，而其他寡头也将按同一价格销售各自的产品。晴雨表型价格领先，是指寡头垄断行业中，某个厂商在获取信息、判断市场变化趋势等方面具有公认的特殊能力，该厂商产品价格的变动，起到了传递某种信息的作用，因此其他厂商会根据该厂商产品价格的变动而相应变动自己产品的价格。

Promotionalpricing.促销定价©2009PearsonEducation,Inc.PublishingasPrenticeHall11-21©2009PearsonEducation,Inc.PublishingasPrenticeHallDynamicPricingDynamicpricingisthestrategyofofferingdifferentpricestodifferentcustomers.Firmsusedynamicpricingstrategytooptimizeinventorymanagementandtosegmentcustomers.Airlineshavelonguseddynamicpricingtopriceairtravel.Thereare2typesofdynamicpricing:Segmentedpricing.差异定价（会员价vip价etc.）Negotiation.11-22©2009PearsonEducation,Inc.PublishingasPrenticeHallPricinglevelsaresetbasedonordersize,timing,demand,supply,orotherfactors.Segmentedpricingisbecomingmorecommonasfirmscollectmorebehavioralinformation.Segmentedpricingcanbeeffectivewhen:Themarketissegmentable.Pricingreflectsvalueperceptionsofthesegment.Segmentsexhibitdifferentdemandbehavior.Thefirmmustbecarefulnottoupsetcustomers.SegmentedPricing11-23©2009PearsonEducation,Inc.PublishingasPrenticeHallGeographicsegmentpricingPricingdiffersbygeographicarea.Mayvarybycountry.Mayreflecthighercostsoftransportation,tariffs,margins,etc.运费、关税、利润率ValuesegmentpricingRecognitionthatnotallcust