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1、DESIGNINGPRICINGSTRATEGIES价格策略DESIGNINGPRICINGSTRATEGIESAllfor-profitorganizationsandmanynonprofitorganizationssetpricesontheirgoodsorservices.Whetherthepriceiscalledrent(foranapartment),tuition(foreducation),fare(fortravel),orinterest(forborrowedmoney),theconceptisthesame.Throug
2、houtmostofhistory,pricesweresetbynegotiationbetweenbuyersandsellers.Settingonepriceforallbuyersarosewiththedevelopmentoflarge-scaleretailingattheendofthenineteenthcentury,whenWoolworth’sandotherstoresfolloweda“strictlyone-pricepolicy”becausetheycarriedsomanyitemsandhadsomanyemplo
3、yees.Now,100yearslater,technologyistakingusbacktoaneraofnegotiatedpricing.TheInternet,corporatenetworks,andwirelesssetupsarelinkingpeople,machines,andcompaniesaroundtheglobe,connectingsellersandbuyersasneverbefore.WebsiteslikeCompare.NetandPriceScan.comallowbuyerstocompareproduct
4、sandpricesquicklyandeasily.On-lineauctionsiteslikeeBay.comandOnsale.commakeiteasyforbuyersandsellerstonegotiatepricesonthousandsofitems.Atthesametime,newtech-nologiesareallowingsellerstocollectdetaileddataaboutcustomers’buyinghabits,preferences—evenspendinglimits—sotheycantailort
5、heirproductsandprices.1Intheentiremarketingmix,priceistheoneelementthatproducesrevenue;theothersproducecosts.Priceisalsooneofthemostflexibleelements:Itcanbechangedquickly,unlikeproductfeaturesandchannelcommitments.Althoughpricecompeti-tionisamajorproblemfacingcompanies,manydonotha
6、ndlepricingwell.Themostcommonmistakesarethese:Pricingistoocost-oriented;priceisnotrevisedoftenenoughtocapitalizeonmarketchanges;priceissetindependentoftherestofthemarketingmixratherthanasanintrinsicelementofmarket-positioningstrategy;andpriceisnotvariedenoughfordifferentproductit
7、ems,marketsegments,andpurchaseoccasions.215DesigningPricingStrategiesandProgramsWewilladdressthefollowingquestions:■Howshouldacompanypriceanewgoodorservice?■Howshouldthepricebeadaptedtomeetvaryingcircumstancesandopportunities?■Whenshouldthecompanyinitiateapricechange,andhowshould
8、itrespondtocompetitivepricechanges?224CH
