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1、Chapter NinePricing: Understanding and Capturing Customer Value1Roadmap: Previewing the Concepts1.Discuss the importance of understanding customer value perceptions and company costs when setting prices.2.Identify and define the other important internal and external factors affecting a firms pricing
2、 decisions.3.Describe the major strategies for pricing imitative and new products.4.Explain how companies find a set of prices that maximizes the profits from the total product mix.5.Discuss how companies adjust their prices to take into account different types of customers and situations.6.Discuss
3、key issues related to initiating and responding to price changes.2The Past1970s: Toys R Us emerges as a toy retailing category killer, offering greater product selection and lower prices than its small store competition. Explosive growth occurs.Late 1990s: Wal-Mart uses toys as a loss leader, pricin
4、g lower than Toys R Us and becomes the largest toy retailer.Toys R Us Pricing for SuccessCase StudyThe PresentToys R Us tries price matching and fails miserably, losing sales, profit, and market share.New ownership closes stores, cut costs, and steps away from the price war.Efforts focus on top-sell
5、ing, higher margin or exclusive items, store atmosphere, shopper experiences, and customer service.3What Is a Price?Narrowly, price is the amount of money charged for a product or service.Broadly, price is the sum of all the values that consumers exchange for the benefits of having or using the prod
6、uct or service.4Major Considerations in Setting PriceCustomer perceptions of valueOther internal and external considerationsMarketing strategy, objectives, mixNature of the market and demandCompetitors strategies and pricesProduct costs5Customer Value PerceptionsCustomer-oriented pricing: Involves u
7、nderstanding how much value consumers place on the benefits they receive from the product and setting a price that captures that value.Value-based pricing:Uses buyers perceptions of value, not the sellers cost, as the key to pricing.Good value pricingValue-added pricing6Internal Factors Affecting Pr
8、icing DecisionsCompany and Product Costs:Fixed Costs:Costs that do not vary with production or sales level.Variable Costs:Costs that vary directly with the level of production.7Cost-Based PricingCost-plus pricingAdding a standard markup to the cost of the productBreak-even pricingTarget-profit prici
9、ng8Internal Factors Affecting Pricing DecisionsMarketing Objectives:Company must decide on its strategy for the product.General pricing objectives:SurvivalCurrent profit maximizationMarket share leadership Product quality leadership9Internal Factors Affecting Pricing DecisionsMarketing Mix Strategy:
10、Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective marketing program.Target costing:Pricing that starts with an ideal selling price, then targets costs that will ensure that the price is met.10Internal Factors Affecting P
11、ricing DecisionsOrganizational Considerations:Must decide who within the organization should set prices.This will vary depending on the size and type of company.11External Factors Affecting Pricing DecisionsThe Market and Demand:Costs set the lower limit of prices while the market and demand set the
12、 upper limit.Pricing in different types of markets:Pure competitionMonopolistic competitionOligopolistic competitionPure monopolyAnalyzing the price-demand relationshipThe price elasticity of demand12External Factors Affecting Pricing DecisionsCompetitors Strategies and PricesHow does the market off
13、ering compare?How strong is competition and what is their pricing strategy?How does competition influence price sensitivity?Other External Factors13New-Product Pricing StrategiesWhen to Use:Products quality and image must support its higher price.Costs of low volume cannot be so high they cancel the
14、 advantage of charging more.Competitors should not be able to enter market easily and undercut the price.Market Skimming:Set a high price for a new product to “skim revenues layer by layer from the market.Company makes fewer, but more profitable sales.14New-Product Pricing StrategiesWhen to Use:Mark
15、et is highly price sensitive so a low price produces more growth.Costs must fall as sales volume increases.Need to keep competition out or effects are only temporary.Market Penetration:Set a low initial price in order to “penetrate the market quickly and deeply.Can attract a large number of buyers q
16、uickly and win a large market share.15Product Mix Pricing StrategiesProduct line pricingOptional-product pricingCaptive-product pricingBy-product pricingProduct bundle pricing16Product-Line PricingInvolves setting price steps between various products in a product line based on:Cost differences betwe
17、en productsCustomer evaluations of different features Competitors prices17Optional- and Captive-Product PricingOptional-ProductPricing optional or accessory products sold with the main product (e.g., ice maker with the refrigerator).Captive-ProductPricing products that must be used with the main pro
18、duct (e.g., replacement cartridges for Gillette razors).18By-Product and Product Bundle Pricing StrategiesBy-Product PricingPricing low-value by-products to get rid of them (e.g., animal manure from zoo).Product Bundle PricingPricing bundles of products sold together (software, monitor, PC, and prin
19、ter).19Price Adjustment StrategiesDiscount and allowance pricingSegmented pricingPsychological pricingPromotional pricingGeographical pricingDynamic pricingInternational pricing20Discounts and AllowancesDiscountsCashQuantityFunctionalSeasonalAllowancesTrade-inPromotional21Segmented PricingSelling a
20、product or service at two or more prices, where the difference in prices is not based on differences in costs.Types:1. Customer-segment2. Product-form3. Location pricing4. Time pricing22Psychological PricingConsiders the psychology of prices and not simply the economics.Consumers usually perceive hi
21、gher-priced products as having higher quality.Consumers use price less when they can judge the quality of a product by examining it or recalling experiences.23Promotional PricingCash RebatesSpecial-Event PricingLoss LeadersLow-Interest FinancingLonger WarrantiesFree Maintenance24Geographical Pricing
22、FOB-origin pricingUniform-delivered pricingZone pricingBasing-point pricingFreight-absorption pricing25Dynamic PricingAdjusting prices continually to meet the characteristics and needs of individual customers and situations.26International PricingPrice depends on many factors, including:Economic con
23、ditionsCompetitive situationsLaws and regulationsDevelopment of the wholesaling and retailing systemConsumer perceptions and preferencesCosts27Initiating Price ChangesPrice Cuts:Excess capacityFalling market shareDominate market through lower costsPrice Increases:Cost inflationOverdemand 28Responses
24、 to Price ChangesBuyer reactions to price changesCompetitor reactions to price changesFirm responses to price changes:Reduce price to match competitionRaise the perceived quality of its offerImprove quality and increase priceLaunch a low-price “fighting brand29Public Policy and PricingPrice fixingPr
25、edatory pricingPrice discriminationRetail price maintenanceDeceptive pricingPromotion price reductionsScanner fraudPrice confusion30Rest Stop: Reviewing the Concepts1.Discuss the importance of understanding customer value perceptions and company costs when setting prices.2.Identify and define the ot
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