1、定價決策主要內容：制定根本價錢修訂價錢發動和應付價錢變卦.制定根本價錢定價時需求思索的主要要素：消費者對公司產品的感知價值需求同價錢的關系本錢競爭公司的定價目的.制定根本價錢消費者對產品的感知價值：消費者對產品的感知價值取決于產品能提供的利益，不同消費者對同一產品的感知價值能夠不同。消費者對公司產品的感知價值決議了可接受價錢的上限。.制定根本價錢需求與價錢的關系：需求價錢曲線價錢P需求Q.影響價錢敏感程度的要素產品的獨特性與替代品消費者的總支出占收入的比例產品支出占終端產品的比例制定根本價錢.制定根本價錢需求的價錢彈性價錢彈性：Ed=(QQ) (PP)其中： Ed需求價錢彈性Q需求量的變化量Q

2、需求量P價錢P價錢的變化量.制定根本價錢價錢彈性的變化價錢實踐位置時間要素短期價錢彈性長期價錢彈性.制定根本價錢本錢要素規模與本錢的關系學習曲線可變本錢和固定本錢.本錢產量不同投資規模本錢固定投資規模本錢規模經濟曲線.本錢累計產量本錢學習曲線ABC.制定根本價錢 競爭：競爭者的質量、價錢及本錢公司定價對競爭者的影響及競爭者的反響.制定根本價錢 定價目的：生存目的當期利潤最大化當期銷售收入最大化市場份額領先質量領先目的.制定根本價錢選擇定價方法加成定價目的收益定價感知價值定價通行定價招標.制定根本價錢加成定價： 某產品變動本錢為100元，固定本錢為3,000,000元，估計銷售量為 50,000

3、單位本錢變動本錢固定本錢/銷售量=160元加成價錢單位本錢/1加成率假設加成率為20%，售價200元.制定根本價錢加成定價特點：可以簡化定價義務讓人們感到對買方和賣方都比較公平假設行業內公司都采用加成定價，有助于降低價錢競爭要求能確定所定價錢下的預期銷售量.銷售收入總本錢目的利潤銷售量保本點目的收益定價：.制定根本價錢感知價值定價：感知價值定價法以為定價的關鍵不是本錢，而是消費者心目中建立起來的感知價值。.制定根本價錢卡特皮勒公司推土機的感知價值定價：90,000美圓推土機的價錢 7,000美圓產品優越的耐用性的溢價 6,000美圓產品優越的可靠性的溢價 5,000美圓優越的效力的溢價 2,0

4、00美圓零部件擔保期長的溢價10,000美圓給顧客的折扣 100,000美圓公司最終價錢.制定根本價錢通行定價：行業不同企業的價錢一樣或類似。指點者通常是價錢的制定者。.制定根本價錢投標價格公司利潤投標中標率預期利潤9500010000.8181010000060000.362160105000110000.09990110000160000.01160招標定價：.修訂價錢市場撇脂定價先定一個高價錢，使有足夠容量的一個細分市場采用它的新產品，當銷售下降時，公司再降價來吸引下一個對價錢較為敏感的消費者層。市場撇脂的條件是:有足夠數量的消費者有當期需求高價不會導致消費者持幣張望.Consider

5、a firm faced with the following pricing problem. Average economic costs (for production and marketing) are $55 at 20 units and $40 at 40 units. There are 40 consumers per period that are interested in its product. Half of them are fussy and want the product only at the beginning of each period even

6、if they have to pay $50 per unit. The other half are price sensitive and would take the product at any time but will pay no more than $30 per unit. At what price should the firm sell its products?.修訂價錢地理定價公司在不同的地域制定不同的價錢，目的是提高產品在特定地域的競爭力以及盈利才干。 .Consider two adjacent markets X and Y, of 20 consumers

7、 each, where all consumers have a reservation price of $50 for the product and incur a cost of more than $10 for purchasing the product in the adjacent market. A firm operating in market X (The firm gets the governments help in market X) is faced with free competitive entry in market Y and the follo

8、wing cost structure: the economic cost price for the product is $55 at 20 units and $40 at 40 units, with an added cost of $10 per unit to ship the product to the adjacent marker. What pricing strategy should the firm adopt?.修訂價錢 折扣定價現金折扣數量折扣功能折扣季節折扣.修訂價錢差別定價顧客產品式樣渠道時間.修訂價錢 產品組合定價產品線定價可選擇特征定價兩部分定價 附

9、帶產品定價成組產品定價.Consider a firm faced with the following pricing problem. There is free entry and average economic costs are $50 at 20 units and $35 at 40 units. At any volume, it costs the firm an additional $10 per unit to product and market a superior version of the product. Assume that any fixed cos

10、ts of marketing two products instead of one are negligible. Forty consumers per period are interested in its product. Half of them are price insensitive and want the superior version of the product even if they have to pay $50 per unit. The other half are price sensitive and want the basic version o

11、f the product but will pay no more than $30 per unit. In what version and at what price should the firm sell the product? .Consider a firm that produces a durable good whose economic cost price is $100 and life span is 3 years. During that time the product needs supplies that have an economic cost p

12、rice of $0.50 a month. All consumers are willing to pay at most $50 for the product and $2 per month for supplies. Assuming all buyers will keep on purchasing supplies regularly and the discount rate for the future earning is zero, what pricing strategy should the firm adopt? . Assume a distributor

13、of two films, “Romancing the Stone and “Places in the Heart, is faced by the following demand for these films from movie houses, Astro and Classic Theatres, that serve the same market.Maximum prices($, 000) paid by:For Classic Theatres Astro Romancing the Stone 12 18 Places in the Heart 25 20 What is the best pricing strategy for the distributor to adopt if we assume it cannot explicitly discriminate in price?.發動和應付價錢變卦 自動降價緣由：消費才干過剩提高市場份額降價的風險對產質量量的籠統帶來負面影響破壞顧客的品牌忠實對手能夠降價，而且具有對低價有更強的忍