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1、4/10/20121Chapter 9Pricing to Capture Customer ValuePowerPoint to accompany:4/10/20122Pricing to capture customer valueLearning objectivesObjective 1Identify the main pricing strategies and discuss the importance of understanding customer-value perceptions company costs and competitor strategies per
2、ceptions, company costs and competitor strategies when setting pricesObjective 2Identify and define the other important external and internal factors affecting a firms pricing decisionsObjective 3Describe the main strategies for pricing imitative and new products2Copyright 2012 Pearson Australia (a
3、division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5enew products4/10/20123Pricing to capture customer valueLearning objectivesObjective 4Explain how companies find a set of prices that maximises the profits from the total product mixObjti 5Di h i djt th i i t t k i t Objective 5D
4、iscuss how companies adjust their prices to take into account different types of customers and situationsObjective 6Discuss the key issues related to initiating and responding to price changes3Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5
5、e4/10/20124What is a price?Price is the amount of money charged for a product or service or Price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service4Copyright 2012 Pearson Australia (a d
6、ivision of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e Filmfoto|D4/10/20125Major pricing strategiesConsiderations in setting price5Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/20126Major pricing strategiesGood value
7、 pricingValue-added pricingCustomer value-based pricingT f tTypes of costsCost-plus pricingCost-based pricingCompetition6Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5eCompetition-based pricing4/10/20127Value-based versus cost-based pricin
8、g7Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/20128Discussion questionConsider the lunch you purchased today. To the restaurant, what were variable and fixed costs for your meal?8Copyright 2012 Pearson Australia (a division of Pear
9、son Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/20129Breakeven chart for determining target-return price and breakeven volume9Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/201210Other internal and external considerations
10、 affecting price decisionsOverall Marketing Strategy, Objectives and MixOrganisationalConsiderationsThe Market and DemandThe EconomyOther External Factors10Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e104/10/201211New-product pricing str
11、ategiesMarket-skimming pricingMarket-penetration 11Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5epe et at opricingANDREW GOMBERT/Corbis4/10/201212Example of new-product pricingNEW iPod Lineup - New Features, Prices, and Photos! 12Copyrigh
12、t 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/201213Article on new-product pricingThe Art of Pricing Your New Product13Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/201214Pro
13、duct mix pricing strategies14Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/201215Price adjustments strategies15Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/201216Pri
14、ce changesInitiating price changesInitiating Price CutsInitiating Price IncreasesIncreasesBuyer Reactions to P i ChCompetitor Reactions to P i Ch16Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5ePrice ChangesPrice Changes Hermin Utomo | D 4
15、/10/201217Responding to price changes17Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/201218Public policy and pricing18Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e4/10/20
16、1219Pricing within channel levels19Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e Nikolay Mamluke | D 4/10/201220Pricing across channel levels20Copyright 2012 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442531109/Kotler/POM/5e Willeecole | D
