2016營銷管理英文原版講義全20講

1、Principles of MarketingKotler and ArmstrongInsert TextbookCover ImageChapter 11:Pricing StrategiesAdditional ConsiderationsCopyright 2016 Pearson Education, Inc.11-1Pricing StrategiesCopyright 2016 Pearson Education, Inc.11-2Pricing StrategiesLearning ObjectivesObjective 1: Describe the major strate

2、gies for pricing new products.Objective 2: Explain how companies find a set of prices that maximizes the profits from the total product mix.Copyright 2016 Pearson Education, Inc.11-3Pricing StrategiesLearning ObjectivesObjective 3: Discuss how companies adjust their prices to take into account diffe

3、rent types of customers and situations.Objective 4: Discuss the key issues related to initiating and responding to price changes.Objective 5: Overview the social and legal issues that affect pricing decisions.Copyright 2016 Pearson Education, Inc.11-4Pricing StrategiesLearning Objective 1Describe th

4、e major strategies for pricing new products.New Product Pricing StrategiesCopyright 2016 Pearson Education, Inc.11-5New Product Pricing StrategiesMarket-skimming PricingMarket-skimming pricing strategy sets high initial prices to “skim” revenue layers from the market.Product quality and image must s

5、upport the price.Buyers must want the product at the price.Copyright 2016 Pearson Education, Inc.11-6New Product Pricing StrategiesMarket-penetration PricingMarket-penetration pricing involves setting a low price for a new product in order to attract a large number of buyers and a large market share

6、.Copyright 2016 Pearson Education, Inc.11-7Pricing StrategiesLearning Objective 1Describe the major strategies for pricing new products.Market-skimming pricingMarket-penetration pricingCopyright 2016 Pearson Education, Inc.11-8Pricing StrategiesLearning Objective 2Explain how companies find a set of

7、 prices that maximizes the profits from the total product mix.Product Mix Pricing StrategiesCopyright 2016 Pearson Education, Inc.11-9Product Mix Pricing StrategiesProduct line pricingOptional product pricingCaptive product pricingBy-product pricingProduct bundle pricingCopyright 2016 Pearson Educat

8、ion, Inc.11-10Product Mix Pricing StrategiesProduct Line and Optional Product PricingProduct line pricing takes into account the cost differences between products in the line, customer evaluations of their features, and competitors prices.Optional product pricing takes into account optional or acces

9、sory products along with the main product.Copyright 2016 Pearson Education, Inc.11-11Product Mix Pricing StrategiesCaptive Product PricingCaptive product pricing sets prices of products that must be used along with the main product.Copyright 2016 Pearson Education, Inc.11-12Product Mix Pricing Strat

10、egiesBy-product and Product Bundle PricingBy-product pricing sets a price for by-products in order to make the main products price more competitive.Product bundle pricing combines several products at a reduced price.Copyright 2016 Pearson Education, Inc.11-13Pricing StrategiesLearning Objective 2Exp

11、lain how companies find a set of prices that maximizes the profits from the total product mix.Product line pricingOptional product pricingCaptive product pricingBy-product pricing Product bundle pricingCopyright 2016 Pearson Education, Inc.11-14Pricing StrategiesLearning Objective 3Discuss how compa

12、nies adjust their prices to take into account different types of customers and situations.Price Adjustment StrategiesCopyright 2016 Pearson Education, Inc.11-15Price Adjustment StrategiesDiscount and allowance pricingSegmented pricingPsychological pricingPromotional pricingGeographic pricingDynamic

13、pricingInternational pricingCopyright 2016 Pearson Education, Inc.11-16Price Adjustment StrategiesDiscount and Allowance PricingDiscount and allowance pricing reduces prices to reward customer responses such as making volume purchases, paying early, or promoting the product.Copyright 2016 Pearson Ed

14、ucation, Inc.11-17Price Adjustment StrategiesSegmented PricingSegmented pricing involves selling a product or service at two or more prices, where the difference in prices is not based on differences in costs.Copyright 2016 Pearson Education, Inc.11-18Price Adjustment StrategiesSegmented PricingCust

15、omer-segment pricingProduct-form pricingLocation-based pricingTime-based pricingCopyright 2016 Pearson Education, Inc.11-19Price Adjustment StrategiesSegmented PricingFor segmented pricing to be effective:Market must be segmentableSegments must show different degrees of demandCosts of segmenting can

16、not exceed the extra revenue Must be legalCopyright 2016 Pearson Education, Inc.11-20Price Adjustment StrategiesPsychological PricingPsychological pricing considers the psychology of prices and not simply the economics; the price is used to say something about the product.Reference prices are prices

17、 that buyers carry in their minds and refer to when they look at a given product.Copyright 2016 Pearson Education, Inc.11-21Price Adjustment StrategiesPromotional PricingPromotional pricing is temporarily pricing products below the list price, and sometimes even below cost, to increase short-run sal

18、es.Copyright 2016 Pearson Education, Inc.11-22Price Adjustment StrategiesGeographical PricingGeographical pricing is used for customers in different parts of the country or the world.FOB-origin pricingUniform-delivered pricingZone pricingBasing-point pricingFreight-absorption pricingCopyright 2016 P

19、earson Education, Inc.11-23Price Adjustment StrategiesGeographical PricingFOB-origin (free on board) pricing is a geographical pricing strategy in which goods are placed free on board a carrier; the customer pays the freight from the factory to the destination.Uniform-delivered pricing is a geograph

20、ical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location.Copyright 2016 Pearson Education, Inc.11-24Price Adjustment StrategiesGeographical PricingZone pricing is a strategy in which the company sets up two or more zones where cust

21、omers within a given zone pay the same price.Basing-point pricing means that a seller selects a given city as a “basing point” and charges all customers the freight cost from that city to the customer.Copyright 2016 Pearson Education, Inc.11-25Price Adjustment StrategiesGeographical PricingFreight-a

22、bsorption pricing is a strategy in which the seller absorbs all or part of the freight charges in order to get the desired business.Copyright 2016 Pearson Education, Inc.11-26Price Adjustment StrategiesDynamic and Internet PricingDynamic pricing involves adjusting prices continually to meet the char

23、acteristics and needs of individual customers and situations.Copyright 2016 Pearson Education, Inc.11-27Price Adjustment StrategiesInternational PricingInternational pricing sets prices in a specific country based on many factors.Economic conditionsCompetitive situationsLaws and regulationsWholesali

24、ng and retail systemsCopyright 2016 Pearson Education, Inc.11-28Pricing StrategiesLearning Objective 3Discuss how companies adjust their prices to take into account different types of customers and situations.Discount and allowance pricingSegmented pricingPsychological pricingPromotional pricingGeog

25、raphical pricingDynamic and Internet pricingInternational pricing Copyright 2016 Pearson Education, Inc.11-29Pricing StrategiesLearning Objective 4Discuss the key issues related to initiating and responding to price changes.Price ChangesCopyright 2016 Pearson Education, Inc.11-30Price ChangesInitiat

26、ing Pricing ChangesPrice cuts occur due to:Excess capacityIncreased market sharePrice increases occur due to:Cost inflationIncreased demandLack of supplyCopyright 2016 Pearson Education, Inc.11-31Price ChangesBuyer Reactions to Pricing ChangesPrice increasesProduct is “hot”Company greedPrice cutsNew

27、 models will be availableModels are not selling wellQuality issuesCopyright 2016 Pearson Education, Inc.11-32Price ChangesCompetitor Reactions to Pricing ChangesWhy did the competitor change the price?Is the price cut permanent or temporary?Is the company trying to grab market share?Is the company d

28、oing poorly and trying to increase sales?Is it a signal to decrease industry prices to stimulate demand?Copyright 2016 Pearson Education, Inc.11-33Price ChangesResponding to Price ChangesCopyright 2016 Pearson Education, Inc.11-34Price ChangesResponding to Price ChangesEffective Action ResponsesRedu

29、ce price to match competitionMaintain price but raise the perceived value through communicationsImprove quality and increase priceLaunch a lower-price “fighting” brandCopyright 2016 Pearson Education, Inc.11-35Pricing StrategiesLearning Objective 4Discuss the key issues related to initiating and res

30、ponding to price changes.Initiating Price ChangesBuyer Reactions to Price ChangesCompetitor Reactions to Price ChangesResponding to Price ChangesCopyright 2016 Pearson Education, Inc.11-36Pricing StrategiesLearning Objective 5Overview the social and legal issues that affect pricing decisions.Public

31、Policy and PricingCopyright 2016 Pearson Education, Inc.11-37Public Policy and PricingCopyright 2016 Pearson Education, Inc.11-38Public Policy and PricingPricing Within Channel LevelsPrice fixing legislation requires sellers to set prices without talking to competitors.Predatory pricing legislation

32、prohibits selling below cost with the intention of punishing a competitor or gaining higher long-term profits by putting competitors out of business.Copyright 2016 Pearson Education, Inc.11-39Public Policy and PricingPricing Across Channel LevelsRobinson-Patman Act prevents unfair price discrimination by ensuring that the seller offer the same price terms to customers at a given level of trade.Pric