騙取戰(zhàn)略ppt課件

1、 by Yu Hongyan Business School of Jilin UniversityChapter 13Designing Pricing Strategies and ProgramsObjectives13.1 Setting the price13.2 Adapting the price13.3 Responding to price changesPrice Has Many NamesMonthly PaymentDonation Tuition Rent FeeInterestFarePriceHigh MediumLowHighLow Product Quali

2、tyMed1 Premium Value 5 Medium Value9 Economy4 Overcharging7 Rip-Off騙取戰(zhàn)略8 False Economy2 High Value3 SuperValue6 Good-ValueNine Price - Quality Strategies1.Selecting the pricingobjective2. Determining demand3. Estimating costs4.Analyzing competitorscosts, prices, and offers5.Selecting a pricingmethod

3、6. Selecting final price12.1 Setting the PriceSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceSurvivalMaximize current profitsMaximize market sharePenetration strategyMarket skimmingSkimming strategyPro

4、duct quality leadersPriceQuantityPrice SkimmingSell at highprice beforereducing tonext price leveland repeatInitialPriceSecondPriceFinalPriceIn price skimming, initial price isset high-at top of the demand curveMost sensible when:Demand is inelasticThere is an “elite market that is less price sensit

5、iveBarriers to entry (patents, etc.)Gradually working down the demand curve with lower priced marketing mixes over time.Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceUnderstand factors that affect pri

6、ce sensitivityEstimate demand curvesUnderstand price elasticity of demandElasticityInelastictyConditions Under Which Demand is Less ElasticBuyers think higher prices are justifiedThere are few or no substitutes Buyers slowly change buying habits & search for lower prices Buyers do not readily notice

7、 the higher priceInelasticDemandConditions博物館門票的訂價(jià)他是一個(gè)大型藝術(shù)博物館館的館長(zhǎng).他的財(cái)務(wù)經(jīng)理通知他,博物館缺乏資金,并建議他思索改動(dòng)門票的價(jià)錢以添加總收益.他將怎能樣辦?是提高門票價(jià)錢?還是降低門票價(jià)錢?Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceTypes of costs and levels

8、of production must be consideredAccumulated production leads to cost reduction via the experience curveDifferentiated marketing offers create different cost levelsTypes of CostsTotal CostsSum of the Fixed and Variable Costs for a Given Level of ProductionFixed Costs(Overhead)Costs that dontvary with

9、 sales or production levels.Executive SalariesRent Variable CostsCosts that do varydirectly with the level of production.Raw materialsSetting the PriceFigure 13-3: The Experience CurveSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pr

10、icing methodSelect final priceFirms must analyze the competition with respect to:CostsPricesPossible price reactionsPricing decisions are also influenced by quality of offering relative to competitionSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze comp

11、etitionSelect pricing methodSelect final pricePrice-setting begins with the three “CsSelect method:Markup pricingTarget-return pricingPerceived-value pricingValue pricingGoing-rate pricingAuction-type pricingGroup pricingCostsCompetitorsprices andprices ofsubstitutesCustomersassessmentof uniqueprodu

12、ctfeaturesLow PriceNo possibleprofit atthis priceHigh PriceNo possibledemand atthis priceThe Three Cs Model for Price SettingMarkupsCost = 24.00 = 80%Cost = 21.60 = 90%Cost = 30.00 = 60%Markup = 2.40 = 10%Markup = 6.00 = 20%Markup = 20.00 = 40%ProducerWholesaler24.0030.0050.00Markup is usually state

13、d as a percent of the selling price, not of the costA:markup單位本錢10元假設(shè)想要10%的利潤(rùn)，賣價(jià)該訂是多少呢？11.11元計(jì)算公式 單位本錢定價(jià)= 1估計(jì)利潤(rùn)假設(shè)想要20%呢？12.5元假設(shè)想50%呢？20元本錢加成定價(jià)法賣方對(duì)本錢比對(duì)需求能作出更多的一定。把價(jià)錢同本錢結(jié)合在一同，賣方可以簡(jiǎn)化他們本人的定價(jià)義務(wù)；當(dāng)需求變化時(shí)，他們無(wú)須頻繁地調(diào)整價(jià)錢。 當(dāng)行業(yè)的一切企業(yè)都運(yùn)用這種定價(jià)方法時(shí)，他們的價(jià)錢就會(huì)趨趨于類似。因此價(jià)錢競(jìng)爭(zhēng)就會(huì)減少到最小。假設(shè)當(dāng)他們?cè)诙▋r(jià)時(shí)留意需求的變化，那么價(jià)錢競(jìng)爭(zhēng)就不能夠減少到最低。 許多人感到 本錢加成定

14、價(jià)法對(duì)買方和賣方來(lái)講都比較公平。在買方的需求變得急迫時(shí)，賣方不利用這一有利條件謀求額外利益，而仍能獲得公平的投資報(bào)酬本錢加成定價(jià)法被普遍運(yùn)用的緣由B:Target Return PricingTarget-return price=Unit cost+desired return*invest capital Unit saleBreak-Even PricingQuantityPrice2,00001,0002,0003,0004,0005,0006,0004,000Fixed costsLossProfitTotal RevenueTotal CostsBreak-even pointB

15、目的利潤(rùn)定價(jià)法假設(shè)烤面包機(jī)制造商在企業(yè)中投資是100萬(wàn)元，他要制定能獲取20%利潤(rùn)的價(jià)錢，即20萬(wàn)元，那么： 目的利潤(rùn)價(jià)錢=單位本錢+投資收益率*投資本錢/銷售量 =16+20%*100/50，000 =20元總收入總本錢固定本錢204060801002120萬(wàn)元134567 8銷售量萬(wàn)臺(tái)單價(jià)=固定本錢+目的利潤(rùn)估計(jì)銷量 +單位變動(dòng)本錢目的利潤(rùn)定價(jià)法我本期希望有5000萬(wàn)的利潤(rùn)，該賣什么價(jià)呢？C:Perceived Value Pricing認(rèn)知價(jià)值定價(jià)Attribute Standard offerPremium offerAdded ValueQualityImpurities less

16、than ten partsImpurities less than one part1.4DeliveryWithin two weeksWithin one week.15System Supply chemical onlySupply total system.80InnovationLittle R&D supportHigh level R&D support2.00Retraining Train initially Retrain on request.40ServiceThrough home office purchaseLocally available.25Price

17、100/pound105/pound5.00這是件珍貴，他以為它值多少？底價(jià)1萬(wàn)元我以為它值3萬(wàn)，他情愿賣嗎？發(fā)了！凈賺2萬(wàn)認(rèn)知價(jià)值定價(jià)法越來(lái)越多的企業(yè)認(rèn)識(shí)到，作為定價(jià)的關(guān)鍵，不是賣方的本錢，而是買主對(duì)價(jià)值的認(rèn)知。認(rèn)知價(jià)值定價(jià)法與現(xiàn)代產(chǎn)品定位思想能很好地適應(yīng)起來(lái)。認(rèn)知價(jià)值定價(jià)法的關(guān)鍵是準(zhǔn)確地確定市場(chǎng)對(duì)所提供價(jià)值的認(rèn)知。認(rèn)知價(jià)值定價(jià)法D:Value PricingLow price for a high-quality offeringAttract a large number of value-conscious customersEveryday low price, EDLPHigh-l

18、ow priceE:Going-Rate PricingBases its price largely on competitors priceFollow the leaderQuite popular because the cost is difficult to measure 通行價(jià)錢定價(jià)法 (Going-Rate Pricing)在通行價(jià)錢定價(jià)法中，企業(yè)的價(jià)錢主要基于競(jìng)爭(zhēng)者的價(jià)錢，很少留意本人的本錢或需求。企業(yè)的價(jià)錢能夠與它主要競(jìng)爭(zhēng)者的價(jià)錢一樣，也能夠高于競(jìng)爭(zhēng)者或低于競(jìng)爭(zhēng)者。 老板，A公司的定價(jià)是20元B 公司是25元我們就訂23元吧通行價(jià)錢定價(jià)戰(zhàn)略10萬(wàn)元10.5萬(wàn)元9.9萬(wàn)元1

19、1萬(wàn)元工程招標(biāo)密封招標(biāo)定價(jià)法Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceRequires consideration of additional factors:Psychological pricingGain-and-risk-sharing pricingInfluence of other marketing mix variablesCom

20、pany pricing policiesImpact of price on other parties9.97元9.94元美國(guó)人喜歡奇數(shù)日本人喜歡偶數(shù)標(biāo)價(jià)準(zhǔn)確給人以信任感低價(jià)值商品9.98元中國(guó)人喜歡8和6心思定價(jià)法零頭定價(jià)Psychological pricing價(jià)值高的商品定價(jià)4008元定價(jià)3997元滿足顧客高消費(fèi)心思，提高商品身價(jià)心思定價(jià)法整數(shù)定價(jià)Psychological pricing一檔 二檔 三檔 四檔 15.35元 16.7元 24.8元 29.9元表達(dá)質(zhì)量差別，顧客感到賣方仔細(xì)擔(dān)任心思定價(jià)法分檔定價(jià)Psychological pricing名牌產(chǎn)品或名牌企業(yè)高價(jià)值產(chǎn)品30

21、00元9999元168元588元購(gòu)買它可以顯示消費(fèi)者身份，高價(jià)錢，高身份心思定價(jià)法聲望定價(jià)Psychological pricing老板，啤酒多少錢一扎啤酒每扎 4.5元老規(guī)矩，與原來(lái)一樣心思定價(jià)法習(xí)慣定價(jià)Psychological pricing快來(lái)買啦！大減價(jià)了原價(jià)：149元現(xiàn)價(jià)：38元這么廉價(jià)？心思定價(jià)法招徠定價(jià)Psychological pricingDiscussion Scenario A new sports bar and grill sells various types of burgers, sandwiches, and appetizers. All appetize

22、rs, burgers, and sandwiches are priced at $4.00, while platters (which include a soft drink, fries and coleslaw) are priced at $6.00. Critique the pricing procedure used by this restaurant. What changes would your recommend?12.2 Adapting the PriceGeographical PricingPrice discounts and allowancesPro

23、motional pricingDiscriminatory price Product-mix priceGeographical PricingBarterOffsetCompensation DealBuyback Arrangement Trade-in Allowances Promotional Allowances Price Discounts and Allowances Quantity Discounts Seasonal DiscountsCash Discounts Functional Discounts Adapting the PriceWhat type of

24、 discounts or allowances are being used by CardsDirect? Adapting the PriceLonger Payment TermsLoss-Leader PricingLow Interest Financing Warranties and Service Contracts PsychologicalDiscountingCashRebatesSpecial Event PricingPromotional Pricing Tactics本店特價(jià)基圍蝦28元/斤犧牲品定價(jià)小海南海鮮大酒樓有沒有搞錯(cuò)，老板賺什么錢促銷定價(jià)1樓上樓海鮮螃

25、蟹 38元/斤每座只供應(yīng)半斤長(zhǎng)安奧托 2萬(wàn)元/輛只需1輛且已被人訂購(gòu)錦官新城電梯公寓 2480元/平方米只需2套春天百貨服裝 2折起只需2種式樣購(gòu)物優(yōu)惠 半價(jià)買手機(jī)只買給前50名海信21寸彩電震撼價(jià) 998元/臺(tái)只買200臺(tái)資料：犧牲品定價(jià)中的限量供應(yīng) 彩電春節(jié)大優(yōu)惠原價(jià) 1300元現(xiàn)價(jià) 1100元特別事件定價(jià)促銷定價(jià)2特大優(yōu)惠本商店商品一概買100元送10元現(xiàn)金回扣華聯(lián)商廈促銷定價(jià)3沒關(guān)系，我們可以給他提供一定貸款低息貸款我想要這房，但我的錢不夠促銷定價(jià)4 大減價(jià) 大出血原價(jià)：49元現(xiàn)價(jià)：18元快來(lái)買啦！大減價(jià)了原價(jià)49心思定價(jià)促銷定價(jià)5Discriminatory Pricing Tact

26、icsCustomer Segment PricingProduct-Form PricingLocation PricingChannel PricingImage PricingTime Pricing顧客細(xì)分定價(jià)工業(yè)用電農(nóng)業(yè)用電事業(yè)單位用電居民用電文娛、餐飲用電城市照明差別定價(jià)1產(chǎn)品式樣定價(jià)價(jià)錢：98元價(jià)錢：48元裝有調(diào)光開關(guān)本錢15元普通開關(guān)本錢5元價(jià)錢與各自本錢不成比例差別定價(jià)278元198元籠統(tǒng)定價(jià)瀘州老窖瀘州老窖水晶瓶普通瓶差別定價(jià)32001甲A聯(lián)賽四川全興大連萬(wàn)達(dá)特區(qū)：160元甲區(qū)：120元乙區(qū)：40元丙區(qū)：20元地點(diǎn)定價(jià)差別定價(jià)4明仕保齡球館上午：5元/局下午：8元/局晚上：

27、15元/局時(shí)間定價(jià)差別定價(jià)5按顧客普通人、教師、學(xué)生、軍人、團(tuán)體、兒童按時(shí)間早班、晚班、首航、寒暑假、節(jié)假日按檔次特等艙、普通艙、包機(jī)按間隔單程、來(lái)回程、聯(lián)程、按出票時(shí)間預(yù)購(gòu)、既購(gòu)民航的差別定價(jià)Adapting the PricePrice discrimination works when:Market segments show different intensities of demandConsumers in lower-price segments can not resell to higher-price segmentsCompetitors can not undersel

28、l the firm in higher-price segmentsCost of segmenting and policing the market does not exceed extra revenueProduct-Mix Pricing TacticsOptional-Feature PricingCaptive-Product PricingProduct-Bundle PricingProduct-Line PricingBy-Product PricingTwo-Part Pricing 長(zhǎng)虹14“ 長(zhǎng)虹18 長(zhǎng)虹 21“ 長(zhǎng)虹 25 長(zhǎng)虹29 長(zhǎng)虹34 980元 130

29、0元 1588元 2289元 3988元 7898元產(chǎn)品線定價(jià)價(jià)錢等級(jí)不同尺寸的本錢差別顧客對(duì)不同尺寸的評(píng)價(jià)競(jìng)爭(zhēng)對(duì)手的價(jià)錢等級(jí)價(jià)格等級(jí)產(chǎn)品組合定價(jià)1喝酒，點(diǎn)菜，面不算錢選購(gòu)商品定價(jià)那就來(lái)碗面吧！不行，光吃面2.5元二兩產(chǎn)品組合定價(jià)2打印機(jī) 850元墨盒 249元我不計(jì)劃在打印機(jī)上賺錢，我主要在墨盒上賺錢附帶產(chǎn)品定價(jià)產(chǎn)品組合定價(jià)3 手機(jī)費(fèi)用固定費(fèi)用購(gòu)置費(fèi)：2200元/部入網(wǎng)費(fèi)：200元座機(jī)費(fèi)：50元/月變動(dòng)費(fèi)用通話費(fèi)：0.4/分鐘兩部分定價(jià)產(chǎn)品組合定價(jià)412元/本他這紙?jiān)鯓淤u得這么貴？我把環(huán)保費(fèi)用也算進(jìn)去了副產(chǎn)品定價(jià)產(chǎn)品組合定價(jià)5假設(shè)他在我們這里購(gòu)買全套的話，我們可以給他優(yōu)惠老板，他們的音響有沒

30、有優(yōu)惠組合定價(jià)產(chǎn)品組合定價(jià)613.3. Initiating and Responding to Price ChangesStrategic OptionsRaise price and raise perceived qualityMaintain price and perceived quality; prune some clientsPartially cut price and raise perceived qualityFully cut price and maintain perceived qualityMaintain price and reduce perceiv

31、ed qualityIntroduce economy modelInitiating and Responding to Price ChangesKey ConsiderationsInitiating price cutsInitiating price increasesReactions to price changesResponding to competitors price changesCircumstances leading to price cuts:Excess plant capacityDeclining market shareAttempt to domin

32、ate the market via lower costsPrice cutting traps:Price/quality perceptionsLow prices dont create market loyaltyCompetition may match or beat price cutsInitiating and Responding to Price ChangesKey ConsiderationsInitiating price cutsInitiating price increasesReactions to price changesResponding to competitors price changesCircumstances leading to price increases:Cost