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1、零售业管理：价格策零售业管理：价格策略略 High/low 比EDLP 的相對優點1.The same merchandise appeals to multiple markets2.It move merchandise3.Emphasis is on quality or service4.Its bard to maintain EDLPEDLP or High/Low 定價策略的指導原則1.EDLP should not used for all product categories2.some retailers have developed strategies to wean
2、customers off high/low strategies3.those retailers who have embraced an EDLP strategy must convince their customers that they do4.retailers recognize that they generally cant avoid sales altogetherThey use other practices in conjunction with their basic strategyThey use other practices in conjunctio
3、n with their basic strategy:Coupons 折價券Rebates 現金找回Pricing Bundling 價格包Multiple-unit pricing 多個一體定價Pricing lining 價格帶Odd pricing 零畸定價 Cost orientation method Maintained Markup = Net salesCost of goods sold percentage Net salesMaintained markup Net salesCost of goods soldGross margin Maintained marku
4、pWorkroom costs Cash discountsGross margin percentageGross margin Net salesDemand oriented methodFactors affect customers sensitivity to price1.substitute awareness effect2.total expenditure effect3.difficult comparison effect4.benefit/price effect5.situation effect法律考量 Price discrimination 價格差別化 Vertical price fixing 固定垂直價格Horizontal price fixing 固定水平價格Predatory pricing 掠奪價格Comparative price advertising 比較價格廣告Bait-and-Switch tactics 誘騙技巧
