产品定价和定价策略

Chapter11PRICINGSTRATEGIES1Theprocessofpricesetting2Pricingstrategies3InitiatingandRespondingtoPriceChangeInthischapter;wefocuson3parts:

Chapter11

PricingStrategiesFormerprocessNowDesigninganew

productDeterminingitscostAsking‘canwesellitforthis’AnidealsellingpricebasedoncustomerconsiderationsTargetscoststhatwillensurethatthepriceismetChapter11

PricingStrategies1Theprocessofsettingprice1TheprocessofsettingpriceDeterminingDemandEstimatingCostsSelectingthePricingObjectiveAnalyzingpetitors’Costs;prices;andOffersSelectingPricingMethodSelectingtheFinalPriceChapter11

PricingStrategies111Thepositionoftheproduct112thePricingObjective11SelectingthePricingObjectiveChapter11

PricingStrategiesUnderthecircumstances;paniesmustfirstlydecideontargetpriceforaproduct;thendecideonitstargetcostandothermarketingmixBeforeselectingthepricingobjectives;thefirmmustdecidewheretopositionitsproductonqualityandpriceChapter11

PricingStrategies111Thepositionoftheproduct

Segment(市场细分)ExampleUltimate(最高)Mercedes-Benzvs.RollsRoyceLuxury(豪华)Audivs.LexusSpecialNeed(特别需要)VolvoMiddle(中档)Buickvs.ToyotaConvenience(便利)EscortMetoo,butcheaper(类似品，但较便宜)HyundaiPriceAlone(价格导向)DaihatsuChapter11

PricingStrategies111Thepositionoftheproduct

ForexampleifGMdecidestoproduceanewsportscartopetewithEuropeansportscarsinthehigherinesegment;suggestschargingahighpriceChapter11

PricingStrategies112thePricingObjectiveSurvivalMaximumCurrentProfitMaximumCurrentRevenueMaximumSalesGrowthMaximumMarketSkimmingMarketshareleadershipProductQualityLeadershippetitionRestrainingpricestabilization

…12DeterminingDemand＄15＄10价格100105每期的需求数量＄15＄10价格

50150每期的需求数量Chapter11

PricingStrategies●acurvethatshowsthenumberofunitsthemarketwillbuyinagiventimeperiodatdifferentpricesthatmightbechargedChapter11

PricingStrategies121Demandcurve●thedemandusuallyincreaseswhenpricefallsButtheruleisprobablybrokeninsomecircumstancesdemandssuppliesQuantitysoldpriceThebalancepointChapter11

PricingStrategies122

thepricedemandrelationship123FactorsAffectingDemandPriceSensitivityUniqueValueEffectSubstituteAwarenessEffectDifficultparisonEffectTotalExpenditureEffectEndBenefitEffectSharedCostEffectSunkInvestmentEffectPriceQualityEffectInventoryEffectChapter11

PricingStrategies●Priceelasticity:ameasureofthesensitivityofdemandtochangesinpriceItisdescribedasfollows:Priceelasticityofdemand=%changeinquantitydemand/%changeinpriceorasfollows:

Chapter11

PricingStrategies124Priceelasticity

∞×（1，∞）（elastic）E=1×（0，1）（inelastic）0×Chapter11

PricingStrategies124PriceelasticityDiscussionofpriceelasticity:

Forelastic:↓P→Q↑↑→PQ↑→profit↑Forinelastic:↑↑P→Q↓→PQ↑→profit↑131Typeofcosts132CostBehavior133TheExperienceCurve134Cost;varietyandquality135PricingaccordingtoCost13EstimatingCostsChapter11

PricingStrategies●variablecosts:coststhatvarydirectlywiththelevelofproduction●fixedcosts:coststhatdonotvarywithproductionorsalelevel●totalcosts:thesumofthefixedandvariablecostsforanygivenlevelofproduction●marginalcosts:increasedcostproduceaunitofproduct●averagecosts:totalcosts/quantityproduced=variablecosts+fixedcosts/quantityproducedChapter11

PricingStrategies131Typeofcosts

短期平均成本曲线单位成本1，000每天生产的数量CostBehaviorinaFixed-SizePlant（在固定规模工厂中的成本特性）

单位成本1234短期平均成本曲线长期平均成本曲线1,0002,0003,0004,000CostBehaviorOverDifferent-SizePlants（不同规模工厂的成本特性）

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PricingStrategies132CostBehavior133TheExperienceCurveTheExperienceCurve

经验曲线＄10＄8＄6＄4＄2单位成本···CBA经验成本曲线当前价格100;000200;000400;000800;000AccumulatedProduction积累生产Chapter11

PricingStrategies成本与品种成本与质量水平COnCOQualityLevel质量故障质量预防总质量成本Chapter11

PricingStrategies134Cost;varietyandqualityDiscussion:Howpricingaccordingtocosts●ifprice≥averagecost;thenprofits≥0●ifprice＜averagecost;thenprofits＜0Undersomespecificcircumstances;itcanbeallowed;butpricecan'tbelowerthanvariablecost;sovariablecostisusuallyconsideredthefloorprice●ifprice＜marginalcost;doesn’tmeanlackofprofitforapanythoughtnegativeprofitperunitofproduct;becausepricemightbehigherthanaveragecost;unlesssoldquantityexcessalimitedquantityChapter11

PricingStrategies135PricingaccordingtoCostDiscussion:HowpricingaccordingtocostsAveragecostMarginalcostDemandQuantityproducedPrice,cost,＄MaxProfitMinCostChapter11

PricingStrategies135PricingaccordingtoCost14Analyzingpetitors’Costs;prices;andOfferspetitors’costs;prices;andoffers●Thepany’spricingstrategymayaffectthenatureofthepetitionitfacesForexample;IfCanonfollowsahighprice;highmarginstrategy;itmayattractpetitionAlowprice;lowmarginstrategy;however;maystoppetitorsordrivethemoutofthemarketChapter11

PricingStrategies14Analyzingpetitors’Costs;prices;andOffers●Thepany’spricingstrategymayaffectthenatureofthepetitionitfacesForexample;IfCanonfollowsahighprice;highmarginstrategy;itmayattractpetitionAlowprice;lowmarginstrategy;however;maystoppetitorsordrivethemoutofthemarketChapter11

PricingStrategiesdifferenttypesofmarkets:●Purepetition:pricedbymarket●Monopolistic

petition:mainlypricedbymarketpetition;atradearrangementisprobablyreachedbysellers;butitsbindingforceisfeeble●Oligopoliespetition寡头竞争:pricedbysellers’arrangement●Pure

monopoly独占:pricedbyasellerChapter11

PricingStrategies14Analyzingpetitors’Costs;prices;andOffers15SelectingPricingMethod

Chapter11

PricingStrategiesMarkupPricingTargetReturnPricingPerceivedValuePricingValuePricingGoingRatePricingSealedBidPricingProductcostsPricefloorNoprofitsbelowthispriceCompetitors’priceotherinternalandexternalfactorsConsumerPerceptionsofvaluePriceceilingNodemandabovethispricePricingtheoriesandapproachesChapter11

PricingStrategiesChapter11

PricingStrategies15SelectingPricingMethod

151Costbasedpricing●1Definition:addingastandardmarkuptothecostoftheproduct●2Formation:

■productprice=unitcost+markupprice;

■unitcost=variablecost+fixedcosts/salesvolume;

■markupprice=unitcost×addedrate;or=unitcost/1desiredreturnonsalesChapter11

PricingStrategies152Breakevenanalysisandtargetprofitpricing●1Definition:settingpricetobreakevenonthecostsofmakingandmarketingaproduct;orsettingpricetomakeatargetprofit●2Formation:

■productprice=unitvariablecost+targetprofit+fixedcost/salesvolumeChapter11

PricingStrategies3Relationamongsalesvolume;costsandprofitsFormation:profit=pricevariablecost×production/salevolumetotalfixedcostSalesvolumeFixedcostTotalcostTotalincomeIncome/profit/pricebreak-evenvolume

BreakevenpriceChapter11

PricingStrategiesbreakevenvolume=fixedcost/price–variablecostR=PCv×QCoRCo分为统计期的利润固定成本Q为统计期的产销量Cv为单位产品的可变成本●pricingbasedontargetprofitsChapter11

PricingStrategies3Relationamongsalesvolume;costsandprofits●1Definition:settingpricebasedonbuyers’perceptionsofvalueratherthanontheseller’scost●2Valuepricing:offeringjusttherightbinationofqualityandgoodserviceatafairpriceChapter11

PricingStrategies153Valuebasedpricing价格销售量CvCo利润1P1Q1CvCoR12P2Q2R2…………kPkQkRk…………nPnQnRnPricing:P=PkMaxR1;R2;…;Rk;…;RnMaxChapter11

PricingStrategies153Valuebasedpricing●3TheproceedingofvaluebasedpricingCostbasedpricingproductcostpricevaluecustomersValuebasedpricingCustomersvaluepricecostproductChapter11

PricingStrategies153Valuebasedpricing●3Theproceedingofvaluebasedpricing1Definition:settingpricesbasedonthepricesthatpetitorschargeforsimilarproducts2Forms:

●goingratepricing

●sealedbidpricingChapter11

PricingStrategies154petitionbasedpricing1costbasedpricing简便实用;将本求利;一般不会诱发价格竞争定价过程脱离市场;闭门造车;所定价格要么高于市场可接受价格;面临滞销风险；要么低于市场可接受价格;面临市场抢购和营销机会损失缺乏主动控制和降低成本的动力和压力Chapter11

PricingStrategies155Advantagesanddisadvantagesofeachpricingapproach2valuebasedpricing

onthecontrarywithcostbasedpricingChapter11

PricingStrategies155Advantagesanddisadvantagesofeachpricingapproach

3petitionbasedpricing:

综合了以上两种方法的部分优点;如简便富有价格竞争力价格决定成本等价格刚性较强;有时对手的价格调整会导致措手不及可能长期没有利润Chapter11

PricingStrategies155Advantagesanddisadvantagesofeachpricingapproach

16SelectingtheFinalPricePsychologicalPricingTheInfluenceofOthermarketingMixElementsonPricepanyPricingPoliciesImpactofPriceonOtherpartiesChapter11

PricingStrategies2PricingStrategies21NewproductPricingStrategies22PriceadjustmentStrategiesChapter11

PricingStrategies21NewproductPricingStrategiesPricingstrategiesusuallychangeastheproductpassesthroughitslifecycleTheintroductorystageisespeciallychallengingpaniesbringingoutanewproductfacethechallengeofsettingpricesforthefirsttimeTheycanchoosetheirstrategies:●marketskimmingpricing●marketpenetrationpricingChapter11

PricingStrategies●Definition:settingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromthesegmentswillingtopaythehighprice●Appliedconditionsofmarketskimming:firstly;theproduct’qualityandimagemustsupportitshigherprice;andthereareenoughbuyersatthelevelofhigherpricesecondly;thecostsofproducingasmallervolumecannotbesohighthattheycounteracttheadvantageofhigherpricefinally;petitorsshouldnotbeabletoenterthemarketeasilyandundercutthehighpriceChapter11

PricingStrategies211marketskimmingpricingChapter11

PricingStrategies212Marketpenetrationpricing●Definition:settingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare●Appliedconditionsofmarketpenetration:firstly;themarketmustbehighlypricesensitivesothatalowpriceresultsinmoresellinggrowthsecondly;productionanddistributioncostsmustfallassalesvolumeincreasesfinally;thelowpricemusthelpkeepoutthepetition;andpenetrationpricemustmaintainitslowpricepositionOtherwise;thepriceadvantagemaybeonlytemporaryApany’spricingdecisionsareaffectedbybothinternalpanyfactorsandexternalenvironmentalfactorsBesidescostanddemand;otherexternalfactors;suchaseconomicsituations;policies;lawsandregulationsaswellassocialconcernsalsoinfluencepricealotInsettingprices;apany’sshorttermsales;marketshare;andprofitgoalsmayhavetobetempered调节bybroadlysocietalconsiderationsChapter11

PricingStrategies22PriceadaptationStrategiesChapter11

PricingStrategies22PriceadaptationStrategiespaniesusuallyadjusttheirbasicpricestoaccountforvariouscustomerdifferencesandchangingsituations221GeographicalPricing地理定价222PriceDiscountsandAllowance价格折扣和折让

223PromotionalPricing促销定价

224DiscriminatoryPricing差别定价

225ProductMixPricing产品组合定价

Chapter11

PricingStrategies22PriceadaptationStrategiesGeographicalpricing：AdjustingpricestoaccountforthegeographiclocationofcustomersItsformsareasfollows:●FOBoriginpricingfreeonboard●uniformdeliveredpricing统一价●zonepricing●basingpointpricing●freightabsorptionpricing含运费Chapter11

PricingStrategies221GeographicalpricingInternationalpricing:Adjustingpricesforinternationalmarkets

Thepricethatapanyshouldchargeinaspecificcountrydependsonmanyfactors;includingeconomicconditions;lawsandregulations;anddevelopmentofthewholesalingandretailingsystemConsumerperceptionsandpreferences感觉与偏好alsomayvaryfromcountrytocountry;callingfordifferentprices221GeographicalpricingChapter11

PricingStrategiesDiscountandallowancepricing:Mostpaniesadjusttheirbasicpricetorewardcustomersforcertainresponses;suchasearlypaymentofbills;volumepurchases;andoffseasonbuyingItsformsareasfollow:●cashdiscount●quantitydiscount●functionaldiscount●seasonaldiscount●allowancesChapter11

PricingStrategies222DiscountandallowancepricingPromotionalpricing:Temporarilyreducingprices;sometimesevenbelowcost;toincreaseshortrunsalesItsformsareasfollows:●discounts

●specialeventpricing●cashrebates●lowinterestfinancing●longerwarranties●freemaintenanceAttention:usedtoofrequentlyandcopiedbypetitors;pricepromotionscancreatedealpronecustomerswhowaituntilbrandsgoonsalebeforebuyingthemOr;constantlyreducedpricescanerode腐蚀abrand’svalueintheeyesofcustomersChapter11

PricingStrategies223PromotionalPricing223PromotionalPricingLossLeaderPricingSpecialEventPricingCashRebatesLowInterestFinancingLongTermPaymentWarrantiesandServiceContractsPsychologicalDiscountingChapter11

PricingStrategiesPsychologicalpricing:AdjustingpricesaccordingtopsychologicaleffectForexample;onestudyoftherelationshipbetweenpriceandqualityperceptionsofcarsfoundthatconsumersperceivehigherpricedcarsashavinghigherqualityAnotheraspectofpsychologicalpricingisreferencepricespricesthatbuyerscarryintheirmindsandrefertowhenlookingatagivenproductChapter11

PricingStrategies223PromotionalPricingSegmentedpricing:sellingaproductorserviceattwoormoreprices;wherethedifferenceinpricesisnotbasedondifferenceincostsAdjustingpricestoallowfordifferencesincustomers;products;orlocationsItsFormsareasfollow:●customersegmentpricing●locationpricing●productformpricing●timepricingcertainconditionsmustexistforsegmentedpricing1themarketmustbesegmentable;2thesegmentsmustshowdifferentdegreeofdemandChapter11

PricingStrategies224DiscriminatoryPricing

CustomerSegmentPricing

顾客细分定价ProductFormPricing产品式样定价ImagePricing形象定价LocationPricing地点定价TimePricing时间定价Chapter11

PricingStrategies224DiscriminatoryPricing

225ProductMixPricingProductLinePricing产品线定价法OptionalFeaturePricing选择特色定价法CaptiveProductPricing附带产品定价法ByproductPricing副产品定价法ProductBundlingPricing捆绑定价法Chapter11

PricingStrategies●Define:Settingpricestepsbetweenproductlineitems●Strategies:apricesystemofproductlineitemsdoesn't'tbreakthebalanceofbuyer’imagineaboutproductgrades;customerevaluationsofdifferentfeatures;andpetitors’pricesChapter11

PricingStrategies2251productlinepricing●Define:Pricingoptionaloraccessoryproductssoldwiththemainproduct●Strategies:thepricesofoptionaloraccessoryproductsofareusuallyhigherthantheirmainproductProductbundlepricing●DefinePricingbundlesofproductssoldtogether●Strategies:biningseveralproductsandofferingthebundleatareducedpriceChapter11

PricingStrategies2252OptionalFeaturepricing

●settingapriceforproductsthatmustbeusedalongwithamainproduct;suchasbladesforarazorandfilmforacameraByproductpricing●settingapriceforbyproductsinordertomakethemainproducts’pricemorepetitiveChapter11