版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進行舉報或認領(lǐng)
文檔簡介
TimJ.SmithPricingStrategy:SettingPriceLevels,ManagingPriceDiscounts,&EstablishingPriceStructuresPowerPointbyTimJ.Smith,PhDManagingPrincipal,WiglafPricingAdjunctProfessorofMarketing&Economics,DePaulUniversity?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter7PricePromotionsHowHolidaySales,Coupons,RebatesandOtherFormsofPricePromotionImpactProfitability?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.AgendaHowdoesapricepromotionimproveprofitability?Dopricepromotionsmostlygrowthemarketorgrowthesharewithintheexistingmarket?Arepricepromotionsagoodmeansofpricesegmentation?Whatcustomerbehaviorandpsychologicalinfluencesareaffectedbypricepromotions,andarethesegoodforthefirm?Howshouldapricepromotionbedesigned?Whatarecommonexamplesofpricepromotion?Howshouldanexecutiveevaluatetheeconomicefficiencyofapricepromotion?StretchQuestion:Howmanypricepromotionsarejustonetoomany
??2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.TargeteddiscountsenableacompanytochargedifferentpricestodifferentcustomersAllowsthepricesensitive
topurchaseatalowerpriceKeepstheutilitysensitive
purchasingatthehigher“l(fā)ist”priceIncrementalsalesatadiscountedpriceabovemarginalunitcostenhancesprofitabilityQuantityPriceRevenuew/oDiscountingAdditionalRevenueGainedfromDiscountingDemandMarginalUnitCost?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.DiscountingisPriceDifferentiationPromotionalDiscountsGrabSharePromotionalDiscountstendtoincreasesalesvolumeTheincreaseinvolumewillcomePrimarilyfromcapturingsharefromyoucompetitorSecondarilyfromgrowingtheoverallmarketNote:Shorttermreactionstodownwardpricemovementstendtobelargerthanlong-termreactions?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ProspectTheoryPeopleplacemoreweighton“pain”thanonanequal“gain”TohelppeopleappreciatethegainUnbundlethesourcesofgainandhighlightthemBundlethesourcesofpainDiscountsareaformofExtraUnbundledGainSurchargesareaformofExtraPainLossesB
Value-Value+GainsA
ValueFunction?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.PromotionalDiscountingbenefitsfromProspectTheoryNegativeEffectsofPromotionalDiscountingImperfectsegmentationhedgePricepromotionscanprovideunnecessarypriceconcessionstocustomersthatotherwisewouldhavepaidthefullpriceDilution/cannibalizationofotherwisehighermarginsalesCustomerChurnPricepromotionsimproveprofitabilitybyencouragingbrandswitchingamongcustomers.Ifcustomerswhoswitcharenotcaptured,theresultissimplyahigh-customer-acquisitioncostwiththelossofcustomerretentionprofits?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Consumerpriceexpectationscanbemodeledasanexponentialsmoothingofcurrentandlastobservedprices
RPt=aPt-1+(1-a)Pt RPt=ReferencePrice Pt-1=Pricepreviouslyobserved Pt=PricecurrentlyobservedPromotionaldiscountsresetpriceexpectationstoalowerlevel,dampeningdemandinfutureperiodswhentheproductisofferedatfullpriceFullpriceperiodswillincreasepriceexpectations,increasingdemandduringpromotionalperiodsTimePriceReferencePriceObservedPricea=0.925,peanutbuttera=0.83orangejuice?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ResetsPriceExpectationsIncreasesPriceSensitivityPricepromotionsenhancebuyersensitivitytopricePromotionshighlightingbrandandpricealoneincreasepricesensitivityMarketingcommunicationshighlightingfeaturesandbenefitsincreaseutilitysensitivityanddecreasepricesensitivityCustomersthattendtobesensitivetoadvertisingalsotendtobemorepricesensitiveMarketgrowthfrompromotionaldiscountingislikelytocontributetothesizeofthepricesensitivesegment?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ExcessivepromotionaldiscountscanmakelistpricesirrelevantMROandOfficeSuppliesPromotionaldiscountsinaGood/Better/BestlineupaffectconsumertradeoffsCrossProductCannibalizationDiscountinghigh-endproductstargetingutilitysensitivecustomersmayprovideunnecessarypriceconcessionstothissegmentLossofValue/PricePositionListPriceInvoicePriceNetPriceDivergentPricetoValueConvergentPricetoValueConstantPricetoValuePriceWaterfalls?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ImpactsPricingIntegrityPromotionalDesignTargetedTemporarySpecialIrregular?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.ExamplesCouponingManufacturerscouponstoinducetrialStorecouponstoinducepatronageKeymetric–portionofcustomersfromcouponingresultingfromincrementalsalesratherthandisplacingnormalsalesTrialOffersEffectivewithproductsthatwillbepurchasedfrequently,havealowincrementalproductioncost,andhavebenefitsthatareself-evidentafteroneuseRebatesCanbeusedwithahighdegreeoftargeting?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.EvaluatingPromotionsConsiderCost(distribution,process,etc)RedemptionRatesDiscountDepthSalesvolumeinducedTypeofcustomerredeemingthepromotionConductaBreakEvenIncrementalSalesperRedemptionanalysis?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.CouponFaceValue$0.50ProcessingFee$0.07Price$3.00Margin40%
NewspaperIn-StoreCouponsDistributed1,000,00062,500Cost/1000Distributed$10$100DistributionCosts(CouponsDistributedXCost/1000Distributed)$10,000$6,250RedemptionRate5%80%CouponsRedeemed(CouponsDistributedXRedemptionRate)50,00050,000RedemptionCosts(CouponsRedeemedX(FaceValue+ProcessingFee))$28,500$28,500TotalCampaignCosts(DistributionCosts+RedemptionCosts)$38,500$34,750CostperBuyer(TotalCosts/CouponsRedeemed)$0.77$0.70TotalCampaignProfit(
CouponsRedeemedXPriceXMargin)$60,000$60,000ROI((IncrementalProfit–TotalCosts)/TotalCosts)36%42%Break-evenIncrementalUnitSalesperRedemption(TotalCosts)/TotalProfits)64%58%?2012CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.SummaryPricepromotionsareaformofpricesegmentationinwhichpricesarereducedforthosewithalowerwillingnesstopayandregularpricesareofferedtothosewithahigherwillingnesstopay.Pricepromotionsgenerateincreasedsalesprimarilythroughencouragingbrandswitchingandsecondarilythroughincreasingthesizeofthemarket.Fromprospecttheory,weunderstandthatpartofthepowerofpricepromotionstodrivesalesderivesfromconsume
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負責。
- 6. 下載文件中如有侵權(quán)或不適當內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準確性、安全性和完整性, 同時也不承擔用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 【正版授權(quán)】 ISO/IEC 14882:2024 EN Programming languages - C++
- 寢室桌椅課程設(shè)計
- 會計學(xué)畢業(yè)課程設(shè)計
- 2024年助動自行車及其零件項目資金需求報告代可行性研究報告
- 綜合探究 構(gòu)建高水平社會主義市場經(jīng)濟體制 教學(xué)設(shè)計-2024-2025學(xué)年高中政治統(tǒng)編版必修二經(jīng)濟與社會
- 6 秋天的雨 教案2024-2025學(xué)年統(tǒng)編版語文三年級上冊
- 《觀察物體》 (教學(xué)設(shè)計)人教版二年級上冊數(shù)學(xué)
- 名師教案統(tǒng)編版語文六年級上冊19 只有一個地球教學(xué)設(shè)計和反思
- 《倒數(shù)的認識 》(教學(xué)設(shè)計)-2024-2025學(xué)年六年級上冊數(shù)學(xué)人教版
- 《我給新書穿新衣》教案 小學(xué)勞動
- 鋼結(jié)構(gòu)油漆、防腐(防火涂料)施工方案
- 老年抑郁與焦慮診斷與治療教學(xué)課件
- 人教版七年級上冊數(shù)學(xué) 2.2 第1課時 合并同類項 教案1 教案
- 體育館鋼結(jié)構(gòu)施工方案(79頁)
- huawei ar1200系列企業(yè)路由器配置指南v200r001c01-ip業(yè)務(wù)v200r001c
- 市場管理與產(chǎn)品規(guī)劃
- GA 1551.6-2021 石油石化系統(tǒng)治安反恐防范要求 第6部分:石油天然氣管道企業(yè)
- 人音版(2019) 必修《音樂鑒賞》 13.24 莫扎特 教案
- 球墨鑄鐵管重量表
- 考生公務(wù)回避關(guān)系報告表
- 高校固定資產(chǎn)管理工作考核標準
評論
0/150
提交評論