10_定价策略

1第十讲定价策略2BuildingthePriceFoundationchapterweek10Price3案例分析CaseStudy45一、价格策略基础1、价格的含义（1）含义狭义：是对一种产品或服务的标价广义：是消费者在交换中所获得的产品或服务的价值6（2）术语价格(Price)利息(Interest)学费(Tuition)服务费(Fee)租金(Rent)交通费(Fair)特殊收费(Toll)贿赂(Bribe)薪金(Salary)佣金(Commission)工资(Wage)72、价格的特点可见性强调整容易可定量化竞争性强动态性对财务影响大灵活性8PricePriceisthesumofallthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.Pricehasbeenthemajorfactoraffectingbuyerchoice;nonpricefactorshavebecomeincreasinglyimportantinbuyer-choicebehavior.Priceistheonlyelementinthemarketingmixthatproducesrevenues;allothersrepresentcosts.9定价目标1、销售导向型价格决策的目标是扩大产品销量；2、利润导向型价格决策的目标是获取或增加企业利润；3、竞争导向型价格决策的目标是获取竞争优势。10TheRoleofPriceMaybeaCentralpartofstrategyFocusisonpricee.g.,EDLP(everydaylowprice)–goodstrategyforitemsforwhichdifferentiationisminimal.e.g.,Prestigepricing–premisehereisthatbuyerswillassociatethehighpricestohighqualityandenhancedimage.11MustbeConsistentwithotherelementsofthemarketingmixandwithotherstrategiese.g.,abrandthatreliesheavilyonitsprestigeimagecannotbepricedatthesamelevelascompetitivebrandsthatdonotusesuchimageforpositioning.e.g.,aproductthatisintensivelydistributedcannotbepricedatlevelsthatareconsiderablyhigherthansimilarproductsthatareselectivelyorexclusivelydistributed(e.g.,chocolates)NewConceptinPricing:ValuePricing-wherecustomersusepricetoindicatevalue12定价环境完全竞争环境：价格完全有市场决定；完全垄断环境：企业可左右市场价格；寡头垄断环境：企业有定价权，但受竞争牵制；垄断竞争环境：定价自由度较大；但以均衡价格为基准。13Customers&PricingDecisionsWhatdocustomersrelyontoarriveatafairpricetopayforacertainobject?Howdotheydecidewhetherthepricetheyhavepaidoraregoingtopayistoohigh,toolow,orjustright?ConceptofPerceivedValuePerceptionisdefinedastheprocessbywhichweselect,organize,andinterpretstimuliintoameaningfulandcoherentpictureoftheworld14Perception–howweseetheworldaroundus(2personswhointerpretthesameeventscanarriveatverydifferentconclusions)IfValueisBenefitsminusCosts(bothmonetaryandnon-monetary)note:-ratioofPerceivedBenefitstoPrice(thisisalsocorrect)Then,PerceivedValueisPerceivedbenefitsminusPerceivedCostsassociatedwithacquiringtheobjectEffectively,PViswhatwebelievearethebenefitsoftheobjectminustheperceptionofthecoststhatareinvolvedinacquiringtheobjectThistranslatesto“WillingnesstoPAY”15TheBasicPrice&PricePromotionMixesBasicPriceMixFixedpricesandtermsofexchange(definesthedollarvalue&termsofpayment)examples:ListPrice,UsualPrice,Pay$xdeposit&$ypermonthforzmonthswithadministrativefeeof$100orpay$Anow,30dayscredit16PricePromotionMixTosupplementthebasicpricemixandoftenincludepricereductionsinvariousformsforshortperiodstoencouragepurchaseortimelypaymentexamples:Specialoffers,coupons,promptpaymentdiscounts,quantitydiscountsorvolumediscountsFinalPrice=ListPrice-(Incentives+Allowances)+ExtraFeesIncentives:DiscountsthrownintoenticecustomersAllowances:Discountswithaspecificpurpose,e.g.,Trade-inAllowance17二、影响价格的主要因素1、需求方对价格的影响(1)、统计因素潜在购买者数量潜在购买者地理位置潜在购买者是否是最终用户潜在购买者消费快慢潜在购买者支付能力182、价格弹性价格弹性（E）=需求（供应）变动幅度价格变动幅度价格销售量价格价格销售量销售量19（2）、心理因素如何看待价格的变化价格尾数的心理作用品牌信誉度高低价格弹性20商品比价纵向比价（环节比价）、横向比价（同类替代比价）、标志产品比价212、供给方对价格决策的影响（1）、定价目标投资回报（ROI）价格及边际收益的稳定性目标市场份额满足竞争和阻止竞争的需要销售额增长最大长期利润和最大短期利润22（2）成本考虑成本（生产成本、管理成本、销售成本）；成本与价格销售量保本销售量销售价格销售收入固定成本变动成本总成本保本点量本利分析23（3）产品考虑易变与否功能特性生命周期243、环境对价格决策的影响（1）竞争竞争者数量竞争者规模竞争者地点进入该领域的条件竞争者的成本结构竞争者对价格变化反应的历史25（2）政府法规政策法规最高限价、最低限价、指导调节政策、反垄断法政府定价政府限价政府垄断价26三、价格决策过程1选择定价目标2确定需求水平调查问卷方法实验测定方法3评估经营成本4分析竞争者产品及价格5选择最终定价方法及价格27FIGURE13-3StepsinsettingpriceV.StepsinSettingPrice28PricinginDifferentTypesofMarketsExampleofaPricingConstraint:MarketandDemandFactorsAffectingPricingDecisionsPureCompetitionManyBuyersandSellersWhoHaveLittleEffectonthePriceMonopolisticCompetitionManyBuyersandSellersWhoTradeOveraRangeofPricesOligopolisticCompetitionFewSellersWhoAreSensitivetoEachOther’sPricing/MarketingStrategiesPureMonopolySingleSellerStep129MarketingObjectivesSurvivalLowPricestoCoverVariableCostsandSomeFixedCoststoStayinBusiness.CurrentProfitMaximizationChoosethePricethatProducestheMaximumCurrentProfit,Etc.MarketShareLeadershipLowasPossiblePricestoBecometheMarketShareLeader.ProductQualityLeadershipHighPricestoCoverHigherPerformanceQualityandR&D.ExamplesofMarketingObjectives&PricingDecisionsStep130OtherconstraintsDemandfortheProductClass,ProductandBrand-Primary(demandfortheproductclass)Selectivedemand(demandforabrand)StageinPLC-thenewertheproduct,themoreexpensiveittendstobe.SingleProductvsProductLineStep131FundamentalsofEstimatingDemandADemandCurveisaCurvethatShowstheNumberofUnitstheMarketWillBuyinaGivenTimePeriodatDifferentPricesthatMightbeCharged.Step232PriceElasticityofDemandPriceElasticityReferstoHowResponsiveDemandWillbetoaChangeinPrice.PriceElasticityofDemand=%ChangeinQuantityDemanded%ChangeinPriceStep233PriceElasticityofDemandPriceQuantityDemandedperPeriodA.InelasticDemand-DemandHardlyChangesWithaSmallChangeinPrice.P2P1Q1Q2PriceQuantityDemandedperPeriodP’2P’1Q1Q2B.ElasticDemand-DemandChangesGreatlyWithaSmallChangeinPrice.Step234DetermineCostsTotalCosts=VariableCosts+FixedCo