定价策略 课件 Chpt 09 - Price Structures and Multipart Pricing

TimJ.SmithPricingStrategy:SettingPriceLevels,ManagingPriceDiscounts,&EstablishingPriceStructuresPowerPointbyTimJ.Smith,PhDManagingPrincipal,WiglafPricingAdjunctProfessorofMarketing&Economics,DePaulUniversity©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter9PriceStructuresandMultipartPricingHowCustomerDifferencesCanLeadtoPriceDifferences©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.AgendaWhatisapricestructure?Dounitpricesreallyreflectvalue?Howdothedriversofvaluedeterminethepricingstructure?Whatisatwo-parttariff?Whatisatyingarrangement?Howdotwo-parttariffsandtyingarrangementsdiffer?Howaretheythesame?Howaremultipartpricestructuresusedindifferentindustries?StretchQuestion:Whenshouldanexecutiveusetwo-parttariffsversustyingarrangements?©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.PriceStructuresDefinesthemethodbywhichtotaltransactionpricesaredetermined.Itstructurallyprice-segmentsthemarket.Itisthearchitecturearoundwhichthefirm’spricingmixisdesigned.Structureschangethereferencepriceitselfandthereforetheexpectationsofcustomers.©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.WhatisPriced?Construction,consulting,andlegalfirmscanuse…billable-hourpricingcompleted-projectpricingRestaurantscanuse…buffetfixedpricesforentiremealsalacarteWhatistheunitbeingpriced?©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.PriceStructureGoalStructurepricingsuchthatpricesvaryinproportiontothedriverofthewillingnesstopay,orthedriverofcost.Whatdrivesthevaluethatcustomersplaceontheoffering?Howcanthefirmcapturepricesinproportiontothevaluethatcustomersperceive?©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Two-PartTariffsTotalbillsaredeterminedthroughtwoelementsThefirstelementisanfixedentrancefeechargedtoallcustomersregardlessoftheirlevelofconsumption.Thesecondelementisameteredfeedeterminedthroughsomemeasurementoftheunitsconsumed.Inonedescriptionofatwo-parttariff,onewouldstatethattheentrancefeeprovidestheprivilegeofpurchasingthemeteredcomponent.©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Two-PartTariffsandProfitMaximizationPerfectlyhomogeneous(idealistic)markets.thefirstelementispricedtoextractallvaluefromcustomersthesecondelementispricedtorecapturemarginalcostsHeterogeneous(realistic)marketsbothelementsextractvaluefromcustomersinproportiontotheirwillingnesstopayInfact,themeteredfeeprovidesthedominantsourceofprofitsforthefirminmanyimplementationsoftwo-parttariffs.©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.TyingArrangementsInatyingarrangement,thefirmwillselltworelatedproductsthatfunctiontogethertodelivervaluetoacustomer.Inaclassicdeploymentofatyingarrangement,thefirstproductisadurablegoodandthesecondproductisaconsumablegoodthatisusedinconjunctionwiththedurablegood.razorhandlesandrazorbladesHPprintersandinkcartridgesiTunesmusicmanagerandAppleiTunesstore©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Two-PartTarifforTyingArrangement?Inatwo-parttariff,firmswillpricetheentrancefeerelativelyhightocontributeprofitswhilepricingthemeteredunitrelativelylow.Inatyingarrangement,thedurableportionofthesaleispricedrelativelylowwhiletheconsumableportionofthesaleispricedrelativelyhigh.Inmanycases,theprofitsfromtheconsumableportionofthesaleareusedtosubsidizethelossesfromthedurableportionofthesale.©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Two-PartTarifforTyingArrangement?Two-parttariffsarecommoninindustrieswithhighlylimitedcompetition.Tyingarrangementsarecommonwhenfirmscompetewithoneanothertobringcustomersintoalong-termrelationship,thepurchasefrequencyandpriceofthetiedgooddeterminesprofitability.©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.JazzClubsandMultipartPricing$25entrancefeeGrantstherighttoentertheestablishmentandpurchasebeverages$7perbeverageExtractsvalueperbeverage,aproxymeasurefortimespentintheestablishmentlisteningtoJazz©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.JazzClubBillCalculationBeveragesTotalExpenditureEffectiveTimeofEnjoymentEffectiveAveragePriceperHalfHour0$25.000hrand0minN/A1$32.000hrand30min$32.002$39.001hrand0min$19.503$46.001hrand30min$15.334$53.002hrand0min$13.255$60.002hrand30min$12.006$67.003hrand0min$11.17©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.MultipartPriceStructuresinIndustryUtilitiesConnectionfee(meteringfee)+chargeperunitofconsumptionEnterpriseSoftwarePlatform(imageoraccess)fee+chargeperuser,perrecordmanaged,perrecordaccessed,etc.PartialownershipAnnualmembershipfee+perusefeeHealthcareBaseinsurance+perdoctorvisitfee©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.BlockTariffUsedbyutilitiestoencourageheavyuserstoselecttousethatutility’sserviceratherthanfindanalternativesolutionPriceperkWhkWhused©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.InclinedTariffSuggestedbyregulatorstodiscourageheavyusers(forinstance,todiscourageresidentsofPhoenixfromwateringtheirlawn)Priceperkwhkwhused©2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.SummaryThepricestructureisastrategicmeanstoprice-segmentthemarket.Itdefinesthemethodbywhichthetotaltransactionpriceisdetermined.Thecoreissueinestablishingapricestructureisidentifyingthebasicunitthatispriced.Inmanycasesitisbesttoassociatethepricedunitcloselywiththebenefitsthatcustomersderivefromtheproduct.Becausesomeofthemoreeffectivepricestructuresarethosethatreflectthevaluethatcustomersplaceontheproduct,executivesshouldseektounder