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文檔簡介

Pricing英文版公共課件PricingTopics:DeterminantsofPricingStrategyCostIssuesCompetitionIssuesCustomerValueandPricingThePricingPlanusingMarketing-orientatedpricing.Hansen(A)case

'Positivedirection'

"DrMartenswillremainabrandtruetoitsheritageanddeliverfootwearofthehighestquality."Theoffshorestrategyisthefirststepinmovingthecompanyandthebrandforwardinapositivedirection."PaulGates,generalsecretaryofKFAT,said:"ItmaybecheaperinChina,butthisisanissueofaddedvalueandquality."Itdoesnotmatterifthebootsarecheapifnobodyisgoingtobuythem(becauseoftheirpoorerquality)."DrMartensmovestoChina

ThemakersofDrMartensbootshaveannouncedthecompanyismovingproductiontoChinawiththelossofmorethan1,000jobs.AspokesmanforthecompanysaidthedecisionwasmadebecauseitwasfarcheapertoproducefootwearinChina.ItplanstoceaseallproductionintheUK,butwillcontinuetoemployanumberofofficeanddesignstaff.PricingmethodsCostCompetitionMarketingPricing

methodsCeilingandFloorofPrice–Pricing’s‘BlackBox’

LowPriceNoPossibleProfitatthisPriceHighPriceNoPossibleDemandatthisPriceCOMPETITOR

PRICESCOSTS

USP’sDIFFERENTIATIONQ2Q1P2P1PriceQuantityThedemandcurveDoestheDemandCurveAlwayslooklikethis??WhatofLuxuryGoods–socalled‘Giffen’goodsWhatmaycausean‘inelastic’market/demandcurve?LossesBreakevenpointFixedcostsTotalrevenueTotalvariablecostsTotalcostProfitsUnitsofProductionMoney(￡)Determiningthebreakevenpoint4Cost-orientedPricingDirectCosts(perunit) ￡2FixedCosts ￡200,000ExpectedSales 100,000CostsperUnitDirectCosts ￡2FixedCosts(200K/100K) ￡2FullCosts ￡4Mark-up(10%) ￡0.4Price(costs+mark-up) ￡4.4

Costsaretakenintoaccountonlywhentheyaredirectlyattributabletotheproductionofaparticularproduct.Fixedcostsoroverheadsarenotincludedinthemarginalcost.Marginalcostfortheexlegiven:FixedCosts ￡200,000ExpectedSales 100,000MarginalCost ￡2Mark-up(10%) ￡0.2MarginalPrice ￡2.2FullCostPricingDirect(Marginal)CostPricingEvaluatingCost-PlusPricingBenefitsCost-plusiseasyandquicktoevaluate.Itisperceivedbyfirmstobeinexpensive.Itmightberequiredordesiredbycustomers.EvaluatingCost-PlusPricingDisadvantagesOftendelegatedtoinappropriatemanagementlevels.Intheinitialcalculations,thereareobviousdifficultiesinallocatingappropriatefiguresforcontributiontofixedcosts.Suchcalculationsaremeaninglessifestimatedvolumelevelsaregreatlyabove/belowactuallevelsachieved.Noconsiderationofcompetitivepricesorresponse.Doesnotsystematicallyevaluatedemand.Logicallycorrupt.Usesestimateofvolumetocalculateprice.Incompetitivemarketspricedeterminesvolume.Opportunitiestochargeahigherpricemaybemissed.Competitor-orientedPricing

Going-ratePricing:Withnoproductdifferentiationproducersareforcedtoacceptthegoingrate.Inrealitythereisalmostnosituationinwhichnodifferentiationoccurs.Competitivebidding:Thesupplierwillpriceaccordingtoaspecificationdrawnupbythepurchaser.Usuallythesupplierwillchoosethelowest(mostcompetitive)pricetendered.Statisticalmodellinghasresultedinthefollowingbasisforcalculatingexpectedprofits.Expectedprofit=ProfitXProbabilityofwinningPricingPlansPremise:Experienceofpricingdecisionsinarangeofcompaniessuggeststhatthebiggestgainsarelikelytoresultnotfromadditionalknowledgeorinsightsconcerningspecificaspectsofpricing,butfromamoreconsistentandrationalapplicationofwhatisalreadyknown.Morespecifically,thereisaneedtoensurethatthedecisionsthataretakenconcerningthemanydifferentaspectsofacompany’spricestructureformpartofacoherentplan.Marketing-orientatedpricingEffectondistributors/

retailersNegotiatingmarginsCostsPoliticalfactorsProductlinepricingCompetitionPrice-qualityrelationshipsExplicabilityMarketingstrategyValuetocustomerMarketing-oriented

pricingPLANEVCAnalysis120000120000300005000030000EVC=9000010000020000EVC=8000040000AddedValueLifeCycleCostPurchasePriceStart-upCostsPost-PurchaseCostsReferenceProductNewProductXNewProductYNineMarketing-MixStrategiesonPrice/Quality1.Premiumstrategy2.High-valuestrategy3.Superb-valuestrategyHighMediumLowProductQuality4.Overchargingstrategy7.Rip-offstrategy5.Averagestrategy8.Falseeconomystrategy6.Goodvaluestrategy9.EconomicstrategyHighMediumLowPriceRevenueTime0IntroductionstageGrowthstageMaturitystageDeclinestageTheProductLifeCycleNewproductlaunchstrategyRapidskimmingHighSlowskimmingRapidpenetrationSlowpenetrationPriceLowPromotionHighLowWhenToUseaPenetrationoraSkimmingStrategyforPricingNewProductsLevelofDesireinMarketDistinctivenessfromCompetitiveProductsImportanceofPricetoMarketEaseofDuplicatingProductReturnonInvestmentObjectiveDimensionSkimmingStrategyPenetrationStrategyHighLowSimilarImportantEasyGradualFastNotEasyNotImportantDistinctiveSource:Hise,R,Gillett,PandRyans,J,(1979),BasicMarketingConceptsandDecisions,Wint

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