市场营销学（英文版第15版）课件 ch-09 Pricing Understanding and Capturing Customer Value

Marketing:AnIntroductionFifteenthEditionChapter9Pricing:UnderstandingandCapturingCustomerValueCopyright©2023,2020,2017PearsonEducation,Inc.AllRightsReservedObjectivesOutline(1of2)9.1Defineprice,identifythethreemajorpricingstrategies,anddiscusstheimportanceofunderstandingcustomer-valueperceptions,companycosts,andcompetitorstrategieswhensettingprices.9.2Identifyanddefinetheotherimportantexternalandinternalfactorsaffectingafirm’spricingdecisions.9.3Describethemajorstrategiesforpricingnewproducts.ObjectivesOutline(2of2)9.4Explainhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix.9.5Discusshowcompaniesadjustandchangetheirpricestotakeintoaccountdifferenttypesofcustomersandsituations.9.6Discussthemajorpublicpolicyconcernsandkeypiecesoflegislationthataffectpricingdecisions.FirstStop:PelotonForthePelotonfaithful,itisn’tjustaboutthepriceofaPelotonbike.It’saboutthevaluesreceivedfrommembershipinthedynamic,closelyconnectedPelotoncommunity.ObjectiveOutline9.1Defineprice,identifythethreemajorpricingstrategies,anddiscusstheimportanceofunderstandingcustomervalueperceptions,companycosts,andcompetitorstrategieswhensettingprices.PriceAmountofmoneychargedforaproductorserviceDeterminesafirm’smarketshareandprofitabilityProducesrevenueFigure9.1ConsiderationsinSettingPriceCustomerValue-BasedPricingBasedonbuyers’perceptionsofvalueratherthanontheseller’scostPriceisconsideredbeforethemarketingprogramisset.Typesofvalue-basedpricing:Good-valuepricingValue-addedpricingFigure9.2Value-BasedPricingversusCost-BasedPricingValue-AddedPricingValue-addedpricing:LuxuryouterwearbrandCanadaGoosecreateshigh-quality,carefullycraftedproductsthatkeepyouwarmintheharshestclimates,addingvaluethatmeritsitspremiumprices.Cost-BasedPricingBasedonthecostsofproducing,distributing,andsellingtheproductplusafairrateofreturnforeffortandriskTypesofcosts:Fixedcosts(overhead)VariablecostsTotalcostsTypesofCost-BasedPricingCost-pluspricing(markuppricing)AddingastandardmarkuptothecostoftheproductBreak-evenpricing(targetreturnpricing)Settingpricetobreakevenonthecostsofmakingandmarketingaproduct,orsettingpricetomakeatargetreturnFigure9.3Break-EvenChartforDeterminingTargetReturnPriceandBreak-EvenVolumeCompetition-BasedPricing(1of2)Settingpricesbasedoncompetitors’strategies,costs,prices,andmarketofferingsCompanyshouldaskseveralquestionstoassesscompetitors’pricingstrategies:Howdoesthecompany’smarketofferingcompareintermsofcustomervalue?Howstrongarecurrentcompetitors?Whataretheircurrentpricingstrategies?Competition-BasedPricing(2of2)Pricingversuscompetitors:Despiteitspremiumprices,customersbelievethatCaterpillargivesthemalotmorevalueforthepriceoverthelifetimeofitsmachines.ObjectiveOutline9.1SummaryThethreemajorpricingstrategiesincludeCustomervalue–basedpricingCost-basedpricingCompetition-basedpricingCustomervalueperceptions,companycosts,andcompetitorstrategiesareimportantconsiderationswhensettingprices.ObjectiveOutline9.2Identifyanddefinetheotherimportantexternalandinternalfactorsaffectingafirm’spricingdecisions.OtherInternalandExternalConsiderationsAffectingPriceDecisionsInternalfactorsOverallmarketingstrategy,objectives,andmixOrganizationalconsiderationsExternalfactorsMarketanddemandEconomyImpactonotherpartiesinitsenvironmentOverallMarketingStrategy,Objectives,andMixPricingdecisionsmustcoordinatewithpackaging,promotion,anddistributiondecisions.Positioningmaybebasedonprice.Targetcostingstartswithanidealsellingprice,thentargetscoststhatensurethepriceismet.Nonpricepositionscanbecreatedtodifferentiatethemarketingoffer.OrganizationalConsiderationsManagementdecideswhoshouldsetprices.VariesdependingonthesizeandtypeofcompanySmallcompanies—TopmanagementLargecompanies—DivisionalorproductmanagersIndustrieswithpriceasthekeyfactor—PricingdepartmentsPricinginDifferentTypesofMarketsPurecompetitionMonopolisticcompetitionOligopolisticcompetitionPuremonopolyPricinginMonopolisticCompetitionMarketsPricinginmonopolisticcompetitionmarkets:Bosesetsitspremiumaudioproductsapartnotbypricebutbythepowerofitsbrandandthehostofdifferentiatingfeatures.Figure9.4DemandCurvePriceElasticityofDemandMeasureofthesensitivityofdemandtochangesinpriceInelasticdemand:Demandhardlychangeswithasmallchangeinprice.Elasticdemand:Demandchangesgreatlywithasmallchangeinprice.EconomyFactorsimpactingpricingstrategiesBoomorrecessionInflationInterestratesResponsestothefrugalityofpostrecessionconsumersCutpricesandofferdiscountsDevelopmoreaffordableitemsRedefinevaluepropositionsOtherExternalFactorsCompanymustconsiderseveralotherfactorsinitsexternalenvironmentwhensettingprices.ResellersGovernmentSocialconcernsObjectiveOutline9.2SummaryFactorsaffectingafirm’spricingdecisions:Internal—marketingstrategy,objectives,marketingmix,andorganizationalconsiderationsExternal—natureofmarket,demand,economy,resellerneeds,andgovernmentactionsObjectiveOutline9.3Describethemajorstrategiesforpricingnewproducts.NewProductPricingStrategies(1of2)Market-skimmingpricing(priceskimming)SettingahighpricetoskimmaximumrevenuesfromthesegmentswillingtopaythehighpriceCompanymakesfewerbutmoreprofitablesalesMarket-penetrationpricingSettingalowpricetoattractalargenumberofbuyersandalargemarketshareNewProductPricingStrategies(2of2)Penetrationpricing:AmazonusedpenetrationpricingforAmazonPrimeVideoinmorethan240internationalmarketstobuildacustomerbaseandmakeheadwayagainsthigherpricedNetflix.ObjectiveOutline9.3SummaryStrategiesforpricingnewproductsincludeMarket-skimmingpricingMarket-penetratingpricingObjectiveOutline9.4Explainhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix.ProductMixPricingStrategiesTable9.1ProductMixPricingPricingSituationDescriptionProductlinepricingSettingpricesacrossanentireproductlineOptional-productpricingPricingoptionaloraccessoryproductssoldwiththemainproductCaptive-productpricingPricingproductsthatmustbeusedwiththemainproductBy-productpricingPricinglow-valueby-productstogetridoformakemoneyonthemProductbundlepricingPricingbundlesofproductssoldtogetherProductMixPricingCaptive-productpricing:NintendomakeslittleornoprofitonitsSwitchvideogameconsolebutmakesupforitthroughsalesofhigher-marginvideogames.ObjectiveOutline9.4SummaryThefirmusesthefollowingpricingstrategiestomaximizetheprofitsfromthetotalmix:ProductlinepricingOptionalproductsCaptiveproductsBy-productsProductbundlesObjectiveOutline9.5Discusshowcompaniesadjustandchangetheirpricestotakeintoaccountdifferenttypesofcustomersandsituations.PriceAdjustmentStrategiesTable9.2PriceAdjustmentsStrategyDescriptionDiscountandallowancepricingReducingpricestorewardcustomerresponsessuchasvolumepurchases,payingearly,orpromotingtheproductSegmentedpricingAdjustingpricestoallowfordifferencesin

customers,products,or

locationsPsychologicalpricingAdjustingpricesforpsychologicaleffectPromotionalpricingTemporarilyreducingpricestospurshort-runsalesGeographicalpricingAdjustingpricestoaccountforthegeographiclocationofcustomersDynamicpricingAdjustingpricescontinuallytomeetthe

characteristicsandneedsof

individualcustomersandsituationsInternationalpricingAdjustingpricesforinternationalmarketsDiscountandAllowancePricingDiscount—astraightreductioninpriceonpurchasesduringastatedperiodoftimeoroflargerquantitiesCash,quantity,functional,andseasonaldiscountsAllowance—promotionalmoneypaidtoretailersforanagreementtofeaturethemanufacturer’sproductsinsomewayTrade-inandpromotionalallowancesSegmentedPricingSellingaproductorserviceattwoormoreprices,wherethedifferenceinpricesisnotbasedondifferencesincostsFormsofsegmentedpricing:Customer-segmentpricingProductformpricingLocation-basedpricingTime-basedpricingPsychologicalPricingConsidersthepsychologyofpricesandnotsimplytheeconomicsThepricesayssomethingabouttheproduct.Referenceprices:PricesthatbuyerscarryintheirmindsandrefertowhenlookingatagivenproductPromotionalPricingTemporarilypricingproductsbelowthelistpricetoincreaseshort-runsalesFormsofpromotionalpricing:Discountsandspecial-eventpricingLimited-timeoffersandcashrebatesLow-interestfinancingandlongerwarrantiesFreemaintenanceGeographicalPricingFOB-originpricingUniform-deliveredpricingZonepricingBasing-pointpricingFreight-absorptionpricingDynamicandPersonalizedPricing(1of2)Dynamicpricing:AdjustingpricescontinuallytomeetthecharacteristicsandneedsofindividualcustomersandsituationsPrevalentonlinewheretheInternetintroducesanewageoffluidpricingDynamicandPersonalizedPricing(2of2)Dynamicpricingbenefitsbothsellersandbuyers.ArmedwithmobilesappslikeShopSavvy,shopperstakeadvantageoftheconstantpriceskirmishesamongsellers,snapupgooddeals,andleverageretailerprice-matchingpolicies.InternationalPricingPricedecisionsofinternationalcompaniesSetauniformworldwidepriceAdjustpricestoreflectlocalmarketconditionsandcostconsiderationsPriceschargeddependonmanyfactorsEconomicconditionsCompetitivesituationsLawsandregulationsNatureofthewholesalingandretailingsystemConsumerperceptionsandpreferencesCompany’smarketingobjectivesCostsofsellinginanothercountryObjectiveOutline9.5SummaryCompaniesapplyavarietyofpriceadjustmentstrategies:DiscountandallowancepricingSegmentedpricingPsychologicalpricingPromotionalpricingGeographicalpricingDynamicpricingInternationalpricingObjectiveOutline9.6Discussthemajorpublicpolicyconcernsandkeypiecesoflegislationthataffectpricingdecisions.InitiatingPriceChangesReasonsforpricecuts:ExcesscapacityFallingdemandAttempttodominatethemarketReasonsforpriceincreases:CostinflationOver-demandReactionstoPriceChangesBuyer’sperspectivePriceincrease:Productismoreexclusiveorbettermade.Companyisbeinggreedy.Pricecut:Brandwantstogetabetterdealonanexclusiveproduct.Product’squalityhasbeenreduced.Company’simagehastarnished.Competitor’sperspectivePricecut:Companyistryingtograbalargermarketshare.Companyisdoingpoorlyandtryingtoboostits