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1、浑MARKETING:TheCore4/eA5IERPRICINGCPRCODUCTSANDSERVICESJccoeouoninOngleoigilgTeifGmJfgConpeinIAiniieremmedLEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER12,YOUSHOULDBEABLETO:999Describethenatureandimportanceofpricingandtheapproachesusedtoselectanapproximatepricelevel.Explainwhatademandcurveisandtheroleofre
2、venuesinpricingdecisions.Explaintheroleofcostsinpricingdecisionsanddescribehowvariouscombinationsofprice,fixedcost,andunitvariablecostaffectafirmsbreakevenpoint.zaLEARNINGOBJECTIVES(LO)AFTERREADINGCHAPTER12,YOUSHOULDBEABLETO:09Recognizetheobjectivesafirmhasinsettingpricesandtheconstraintsthatrestric
3、ttherangeofpricesafirmcancharge.Describethestspstakeninsettingafinalprice.E4NATUREANDIMPORTANCEOFPRICEWHATISAPRICE?:THEPRICEEQUATIONPriceBarterPriceEquationsFinalPrice=ListPriceS(Incentives+Allowances)+ExtraFees3IzsFIGURE12-1The“price“abuyerpayscantakedifferentnamesdependingonwhatispurchasedPRICEEQU
4、ATIONTEMINCENTVESANDPURCHASEDPRcE=LSTPRICE-ALLOWANCES十EXTRAFEESuzeNATUREANDIMPORTANCEOFPRICEPRICE:ASANINDICATOROFVALUE;INTHEMKTMIX一PerceivedBenefits一PriceValUeValue:录-,ProfitEquationProfit=TotalRevenueSTotalCosts=(UnitPricexQuantitySold)$(FixedCost+VariableCost)uFIGURE12-2Fourapproachesforselectinga
5、napproximatepricelevelTDemandorientedapproaches*Stnin“Peneunton“pesoe*Picening“Oddeven“Tcget“Bondle“YaldmansgemenTCostorlentedapprosches“SanderdmeocosrrisE*Proficonentedappresches“Tergetpolt“Teroerreun仁铁河ToretreunmonimestmentCompetiionorientedapproaches“cosomaboesaorHowmatiet*LosslesderIzeGENERALPRICINGAPPROACHESDEMAND-ORIENTEDPRICINGAPPROACHESPenetrationPricings了POdd-Even$5000Pricing$4gg99SkimmingPricingMARKETINGMATTERSEnergizersLessoninPricePerception一ValueLiesintheEyeoftheBeholderH
