aad_市场营销学双语课件9（PPT 12）--Setting Pricing Policy

来自SettingthePriceAdaptingthePriceInitiating&RespondingtoPriceChanges来自(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.Rawmaterials来自MarkupPricingTargetReturnPricingPerceivedValuePricingValuePricingGoing-RatePricingSealed-BidPricing来自Utility:TheattributethatmakesitcapableofwantsatisfactionValue:TheworthintermsofotherproductsPrice:Themonetarymediumofexchange.ValueExample:CaterpillarTractoris$100,000vs.Market$90,000$90,000ifequal7,000extradurable6,000reliability5,000service2,000warranty$110,000inbenefits-$10,000discount!来自MostAttractive?BetterValue?Psychologicalreasontopricethisway?A32oz.$2.19B26oz.$1.99AssumeEqualQuality来自