科特勒营销管理(V)

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1、Chapter15DesigningPricingStrategiesandProgramsObjectivesSettingthePriceAdaptingthePriceInitiating&RespondingtoPriceChangesPriceHighMediumLowHighLowProductQualityMedPremiumValueMediumValueEconomyOverchargingRip-OffFalseEconomyHighValueSuperValueGood-ValuePrice-QualityStra

2、tegiesSettingPricingPolicy1.Selectingthepricingobjective2.Determiningdemand3.Estimatingcosts4.Analyzingcompetitors’costs,prices,andoffers5.Selectingapricingmethod6.SelectingfinalpriceTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(

3、Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsTheThreeC’sModelforPriceSettingCostsCompetitors’pricesandpricesofsubstitutesCustomers’assessmentofuniqueproductfeaturesLo

4、wPriceNopossibleprofitatthispriceHighPriceNopossibledemandatthispricePricingMethodsMarkupPricingTargetReturnPricingPerceivedValuePricingValuePricingGoing-RatePricingSealed-BidPricingSomeimportantpricingdefinitionsUtility:TheattributethatmakesitcapableofwantsatisfactionVa

5、lue:TheworthintermsofotherproductsPrice:Themonetarymediumofexchange.ValueExample:CaterpillarTractoris$100,000vs.Market$90,000$90,000ifequal7,000extradurable6,000reliability5,000service2,000warranty$110,000inbenefits-$10,000discount!PromotionalPricingLoss-leaderpricingSpe

6、cial-eventpricingCashrebatesLow-interestfinancingLongerpaymenttermsWarranties&servicecontractsPsychologicaldiscountingPsychologicalPricingMostAttractive?BetterValue?Psychologicalreasontopricethisway?A32oz.$2.19B26oz.$1.99AssumeEqualQualityDiscriminatoryPricingTimeProduct

7、-formCustomerSegmentLocationPrice-ReactionProgramforMeetingaCompetitor’sPriceCutHascompetitorcuthisprice?NoHoldourpriceatpresentlevel;continuetowatchcompetitor’spriceIsthepricelikelytosignificantlyhurtoursales?YesIsitlikelytobeapermanentpricecut?YesBymorethan4%Droppricet

8、ocompetitor’spriceBy2-4%Droppricebyhalfofthecompetitor’spricecutHowmuchhashispricebeencut?YesNoNoByless