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1、选用教材营销管理 美菲利普科特勒著第十一版 上海经济出版社第七章 价格策略教学目的：通过定价与战略方案的讲授，使学生掌握关于“价格营销策略”的相关知识，并培养实际运用能力。教学重点：如何修订产品的价格以适应变化环境和机会的需要？教学难点：公司怎样发起价格变动和怎样对价格变动做出反应？教学时数：6（讲授、讨论、实践）教学内容与步骤：ChapterChapterChapter 7 7 7 DevelopingDevelopingDeveloping PricePricePrice StrategiesStrategiesStrategies andandand ProgramsProgramsPr
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4、opportunities?opportunities? WhenWhenWhen shouldshouldshould thethethe companycompanycompany initiateinitiateinitiate a a a pricepriceprice change,change,change, andandand howhowhow shouldshouldshould it it it respondrespondrespond tototo a a a competitorscompetitorscompetitors pricepriceprice chang
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11、g model?model?model? WhyWhyWhy not?not?not? StepStepStep 2:2:2: DeterminingDeterminingDetermining DemandDemandDemand PricePricePrice sensitivitysensitivitysensitivity TotalTotalTotal CostCostCost ofofof OwnershipOwnershipOwnership (TCO)(TCO)(TCO)Setting the Price TomTomTom NagleNagleNagle offersoffe
12、rsoffers thisthisthis listlistlist ofofof factorsfactorsfactors associatedassociatedassociated withwithwith lowerlowerlower pricepriceprice sensitivitysensitivitysensitivity TheTheThe productproductproduct is is is moremoremore distinctivedistinctivedistinctive BuyersBuyersBuyers areareare lesslessl
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