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1、Pricing StrategiesPricing StrategiesChapter 121Objectives Learn the major strategies for pricing imitative and new products. Understand how companies find a set of prices that maximizes the profits from the total product mix.2Objectives Learn how companies adjust their prices to take into account di
2、fferent types of customers and situations. Know the key issues related to initiating and responding to price changes.3 Price is #1 factor influencing choice of cellular companies Prices in wireless industry dropped 25% in three years Few companies were profitable mLife ad campaign attempted to build
3、 the AT&T wireless brand so consumers would consider value rather than just price Campaign met with strong initial success mLifemLife: AT&T : AT&T WirelessWirelessCase Study4Definitions Market-Skimming Pricing Setting a high price for a new product to skim maximum revenues layer by layer from segmen
4、ts willing to pay the high price. Market-Penetration Pricing Setting a low price for a new product in order to attract a large number of buyers and a large market share.5 Product Line Pricing Setting price steps between product line items.v Price points Optional-Product备选产 品 Pricing Pricing optional
5、 or accessory products sold with the main productProduct Mix Pricing Strategies6 Captive-Product附属产品互补品 Pricing Pricing products that must be used with the main productv High margins are often set for supplies Services: two-part pricing二分定价 strategyv Fixed fee plus a variable usage rateProduct Mix P
6、ricing Strategies7 By-Product副产品 Pricing Pricing low-value by-products to get rid of them Product Bundle产品束 Pricing Pricing bundles of products sold togetherProduct Mix Pricing Strategies8Price Adjustment Strategies Discount / allowance Segmented Psychological心理定价 Promotional Geographical Internatio
7、nal Types of discounts Cash discount Quantity discount Functional (trade) discount Seasonal discount Allowances Trade-in allowances以旧 换新折让 Promotional allowancesStrategiesStrategies9Price Adjustment Strategies Discount / allowance Segmented Psychological Promotional Geographical International Types
8、of segmented pricing strategies: Customer-segment Product-form pricing Location pricing Time pricing Also called revenue or yield management Certain conditions must exist for segmented pricing to be effective最重要的是：细分市场必须反映不同消费 者感知价值的真实差异StrategiesStrategies10Conditions Necessary Conditions Necessary
9、 for for Segmented Pricing Segmented Pricing EffectivenessEffectiveness Price Adjustment StrategiesMarket is segmentableLower priced segments are not able to resellCompetitors can not undersell抛售 segments charging higher pricesPricing must be legalCosts of segmentation can not exceed revenues earned
10、Segmented pricing must reflect real differences in customers perceived value11Price Adjustment Strategies Discount / allowance Segmented Psychological Promotional Geographical International The price is used to say something about the product. Price-quality relationship Reference prices参考价格 Differen
11、ces as small as five cents can be important Numeric digits may have symbolic and visual qualities that psychologically influence the buyerStrategiesStrategies12Price Adjustment Strategies Discount / allowance Segmented Psychological Promotional Geographical International Temporarily pricing products
12、 below the list price or even below cost Loss leaders先赔策略 Special-event pricing Cash rebates现金返还 Low-interest financing低息 分期付款, longer warranties长期质量担保, free maintenance免费维 修 业务 Promotional pricing can have adverse effectsStrategiesStrategies13Promotional Pricing Promotional Pricing ProblemsProblems
13、 Price Adjustment Strategies Easily copied by competitors Creates deal- prone“优惠倾向” consumers May erode侵蚀 brands value Not a legitimate substitute for effective strategic planning Frequent use leads to industry price wars which benefit few firms14Price Adjustment Strategies Discount / allowance Segm
14、ented Psychological Promotional Geographical International Types of geographic pricing strategies: FOB-origin pricing Uniform-delivered pricing Zone pricing地区定价 法 Basing-point pricing基 本点定价法 Freight-absorption pricing无运费定价法 （适用于市场渗透）StrategiesStrategies15Price Adjustment Strategies Discount / allowa
15、nce Segmented Psychological Promotional Geographical International Prices charged in a specific country depend on many factors Economic conditions Competitive situation Laws / regulations Distribution system Consumer perceptions Cost considerationsStrategiesStrategies16 Initiating Price Cuts is Desirable When a Firm: Has excess capacity生产能力过剩 Faces falling market share due to price competition Desires to be a market share leader 主宰市场Price Changes17 Price Increases are Desirable: If a firm can increase p
