销售：管理有利润的客户关系12

PricingStrategiesChapter1212-1Objectives•Learnthemajorstrategiesforpricingimitativeandnewproducts.•Understandhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix.12-2Objectives•Learnhowcompaniesadjusttheirpricestotakeintoaccountdifferenttypesofcustomersandsituations.•Knowthekeyissuesrelatedtoinitiatingandrespondingtopricechanges.12-3•Priceis#1factorinfluencingchoiceofcellularcompanies•Pricesinwirelessindustrydropped25%inthreeyears•Fewcompanieswereprofitable•mLifeadcampaignattemptedtobuildtheAT&Twirelessbrandsoconsumerswouldconsidervalueratherthanjustprice•CampaignmetwithstronginitialsuccessmLife:AT&TWirelessCaseStudy12-4Definitions•Market-SkimmingPricingSettingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromsegmentswillingtopaythehighprice.•Market-PenetrationPricingSettingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare.12-5•ProductLinePricingSettingpricestepsbetweenproductlineitems.Pricepoints•Optional-ProductPricingPricingoptionaloraccessoryproductssoldwiththemainproductProductMixPricingStrategies12-6•Captive-ProductPricingPricingproductsthatmustbeusedwiththemainproductHighmarginsareoftensetforsuppliesServices:two-partpricingstrategyFixedfeeplusavariableusagerateProductMixPricingStrategies12-7•By-ProductPricingPricinglow-valueby-productstogetridofthem•ProductBundlePricingPricingbundlesofproductssoldtogetherProductMixPricingStrategies12-8PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•TypesofdiscountsCashdiscountQuantitydiscountFunctional(trade)discountSeasonaldiscount•AllowancesTrade-inallowancesPromotionalallowancesStrategies12-9PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Typesofsegmentedpricingstrategies:Customer-segmentProduct-formpricingLocationpricingTimepricing•Alsocalledrevenueoryieldmanagement•CertainconditionsmustexistforsegmentedpricingtobeeffectiveStrategies12-10ConditionsNecessaryforSegmentedPricingEffectivenessPriceAdjustmentStrategies•Marketissegmentable•Lowerpricedsegmentsarenotabletoresell•Competitorscannotundersellsegmentscharginghigherprices•Pricingmustbelegal•Costsofsegmentationcannotexceedrevenuesearned•Segmentedpricingmustreflectrealdifferencesincustomers’perceivedvalue12-11PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Thepriceisusedtosaysomethingabouttheproduct.Price-qualityrelationshipReferencepricesDifferencesassmallasfivecentscanbeimportantNumericdigitsmayhavesymbolicandvisualqualitiesthatpsychologicallyinfluencethebuyerStrategies12-12PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Temporarilypricingproductsbelowthelistpriceorevenbelowcost•LossleadersSpecial-eventpricingCashrebatesLow-interestfinancing,longerwarranties,freemaintenance•PromotionalpricingcanhaveadverseeffectsStrategies12-13PromotionalPricingProblemsPriceAdjustmentStrategies•Easilycopiedbycompetitors•Createsdeal-proneconsumers•Mayerodebrand’svalue•Notalegitimatesubstituteforeffectivestrategicplanning•Frequentuseleadstoindustrypricewarswhichbenefitfewfirms12-14PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Typesofgeographicpricingstrategies:FOB-originpricingUniform-deliveredpricingZonepricingBasing-pointpricingFreight-absorptionpricingStrategies12-15PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•PriceschargedinaspecificcountrydependonmanyfactorsEconomicconditionsCompetitivesituationLaws/regulationsDistributionsystemConsumerperceptionsCostconsiderationsStrategies12-16•InitiatingPriceCutsisDesirableWhenaFirm:HasexcesscapacityFacesfallingmarketshareduetopricecompetitionDesirestobeamarketshareleaderPriceChanges12-17•PriceIncreasesareDesirable:Ifafirmcanincreaseprofit,facescostinflation,orfacesgreaterdemandthancanbesupplied.•MethodsofIncreasingPrice•AlternativestoIncreasingPriceReducingproductsize,usinglessexpensivematerials,unbundlingtheproduct.PriceChanges12-18•Buyerreactionstopricechangesmustbeconsidered.•Competitorsaremorelikelytoreacttopricechangesundercertainconditions.NumberoffirmsissmallProductisuniformBuyersarewellinformedPriceChanges12-19•RespondToPriceChangesOnlyIf:Marketshare/profitswillbenegativelyaffectedifnothingischanged.Effectiveactioncanbetaken:ReducingpriceRaisingperceivedqualityImprovingqualityandincreasingpriceLaunchinglow-price“fightingbrand”PriceChanges12-20•PricingwithinChannelLevelsPrice-fixingCompetitorscannotworkwitheachothertosetpricesPredatorypricingFirmsmaynotsellbelowcostwiththeintentionofpunishingacompetitororgaininghigherlong-runprofitsorrunningacompetitoroutofbusiness.PublicPolicyandPricing12-21•PricingacrossChannelLevelsPricediscriminationRetailpricemaintenanceDeceptivepricingBogusreference/comparisonpri