英语市场营销教学课件—Marketing(6).pdf

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1、4/10/2012Chapter9PricingtoCaptureCustomerValuePowerPointtoaccompany:14/10/2012PricingtocapturecustomervalueLearningobjectivesObjective1Identifythemainpricingstrategiesanddiscusstheimportanceofunderstandingcustomer-valueperceptionscompanycostsandcompetit

2、orstrategiesperceptions,companycostsandcompetitorstrategieswhensettingpricesObjective2Identifyanddefinetheotherimportantexternalandinternalfactorsaffectingafirm’spricingdecisionsObjective3Describethemainstrategiesforpricingimitativeandnewproducts2Copyri

3、ght©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5e24/10/2012PricingtocapturecustomervalueLearningobjectivesObjective4ExplainhowcompaniesfindasetofpricesthatmaximisestheprofitsfromthetotalproductmixObjective5Disc

4、usshowcompaniesdjadjustthtthieirpricestttkitotakeintoaccountdifferenttypesofcustomersandsituationsObjective6Discussthekeyissuesrelatedtoinitiatingandrespondingtopricechanges3Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–97814425

5、31109/Kotler/POM/5e34/10/2012Whatisaprice?PriceistheamountofmoneycharPriceistheamountofmoneychargedforaproductorservicegedforaproductorserviceor,orthesumofthevaluesthatcustomersexchangeforthebenefitsofhavingorusingtheproductorservice©Filmfoto

6、Dreamstime

7、.com4Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5e44/10/2012MajorpricingstrategiesConsiderationsinsettingprice5Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotl

8、er/POM/5e54/10/2012MajorpricingstrategiesCustomer•Goodvaluepricingvalue-based•Value-addedpricingpricing•TfTypesofcosttsCost-basedpricing•Cost-pluspricingCompetition-basedpricing6Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781

9、442531109/Kotler/POM/5e64/10/2012Value-basedversuscost-basedpricing7Copyright©2012PearsonAustralia(adivisionofPearsonAustraliaGroupPtyLtd)–9781442531109/Kotler/POM/5e74/10/2012DiscussionquestionConsiderthelunchyoupurchasedtoday.T