-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler12-exs

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-Product备选产品PricingPricingoptionaloraccessoryproductssoldwiththemainproductProductMixPricingStrategies12-6•Captive-Product附属产品互补品PricingPricingproductsthatmustbeusedwiththemainproductHighmarginsareoftensetforsuppliesServices:two-partpricing二分定价strategyFixedfeeplusavariableusagerateProductMixPricingStrategies12-7•By-Product副产品PricingPricinglow-valueby-productstogetridofthem•ProductBundle产品束PricingPricingbundlesofproductssoldtogetherProductMixPricingStrategies12-8PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological心理定价•Promotional•Geographical•International•TypesofdiscountsCashdiscountQuantitydiscountFunctional(trade)discountSeasonaldiscount•AllowancesTrade-inallowances以旧换新折让PromotionalallowancesStrategies12-9PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Typesofsegmentedpricingstrategies:Customer-segmentProduct-formpricingLocationpricingTimepricing•Alsocalledrevenueoryieldmanagement•Certainconditionsmustexistforsegmentedpricingtobeeffective•最重要的是：细分市场必须反映不同消费者感知价值的真实差异Strategies12-10ConditionsNecessaryforSegmentedPricingEffectivenessPriceAdjustmentStrategies•Marketissegmentable•Lowerpricedsegmentsarenotabletoresell•Competitorscannotundersell抛售segmentscharginghigherprices•Pricingmustbelegal•Costsofsegmentationcannotexceedrevenuesearned•Segmentedpricingmustreflectrealdifferencesincustomers’perceivedvalue12-11PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Thepriceisusedtosaysomethingabouttheproduct.Price-qualityrelationshipReferenceprices参考价格DifferencesassmallasfivecentscanbeimportantNumericdigitsmayhavesymbolicandvisualqualitiesthatpsychologicallyinfluencethebuyerStrategies12-12PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Temporarilypricingproductsbelowthelistpriceorevenbelowcost•Lossleaders先赔策略Special-eventpricingCashrebates现金返还Low-interestfinancing低息分期付款,longerwarranties长期质量担保,freemaintenance免费维修业务•PromotionalpricingcanhaveadverseeffectsStrategies12-13PromotionalPricingProblemsPriceAdjustmentStrategies•Easilycopiedbycompetitors•Createsdeal-prone“优惠倾向”consumers•Mayerode侵蚀brand’svalue•Notalegitimatesubstituteforeffectivestrategicplanning•Frequentuseleadstoindustrypricewarswhichbenefitfewfirms12-14PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•Typesofgeographicpricingstrategies:FOB-originpricingUniform-deliveredpricingZonepricing地区定价法Basing-pointpricing基本点定价法Freight-absorptionpricing无运费定价法（适用于市场渗透）Strategies12-15PriceAdjustmentStrategies•Discount/allowance•Segmented•Psychological•Promotional•Geographical•International•PriceschargedinaspecificcountrydependonmanyfactorsEconomicconditionsCompetitivesituationLaws/regulationsDistributionsystemConsumerperceptionsCostconsiderationsStrategies12-16•InitiatingPriceCutsisDesirableWhenaFirm:Hasexcesscapacity生产能力过剩FacesfallingmarketshareduetopricecompetitionDesirestobeamarketshareleader主宰市场PriceChanges12-17•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同一渠道定价Price-fixing串通定价CompetitorscannotworkwitheachothertosetpricesPredatorypricing掠夺性定价Firmsmaynotsellbelowcostwiththeintentionofpunishingacompetitororgaininghigherlong-runprofitsorrunningacompetitoroutofb