1、 by Yu Hongyan Business School of Jilin UniversityChapter 13Designing Pricing Strategies and ProgramsObjectives13.1 Setting the price13.2 Adapting the price13.3 Responding to price changesPrice Has Many NamesMonthly PaymentDonation Tuition Rent FeeInterestFarePriceHigh MediumLowHighLow Product Quali

2、tyMed1 Premium Value 5 Medium Value9 Economy4 Overcharging7 Rip-Off騙取戰略8 False Economy2 High Value3 SuperValue6 Good-ValueNine Price - Quality Strategies1.Selecting the pricingobjective2. Determining demand3. Estimating costs4.Analyzing competitorscosts, prices, and offers5.Selecting a pricingmethod

3、6. Selecting final price12.1 Setting the PriceSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceSurvivalMaximize current profitsMaximize market sharePenetration strategyMarket skimmingSkimming strategyPro

4、duct quality leadersPriceQuantityPrice SkimmingSell at highprice beforereducing tonext price leveland repeatInitialPriceSecondPriceFinalPriceIn price skimming, initial price isset high-at top of the demand curveMost sensible when:Demand is inelasticThere is an “elite market that is less price sensit

5、iveBarriers to entry (patents, etc.)Gradually working down the demand curve with lower priced marketing mixes over time.Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceUnderstand factors that affect pri

6、ce sensitivityEstimate demand curvesUnderstand price elasticity of demandElasticityInelastictyConditions Under Which Demand is Less ElasticBuyers think higher prices are justifiedThere are few or no substitutes Buyers slowly change buying habits & search for lower prices Buyers do not readily notice

7、 the higher priceInelasticDemandConditions博物館門票的訂價他是一個大型藝術博物館館的館長.他的財務經理通知他,博物館缺乏資金,并建議他思索改動門票的價錢以添加總收益.他將怎能樣辦?是提高門票價錢?還是降低門票價錢?Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceTypes of costs and levels

8、of production must be consideredAccumulated production leads to cost reduction via the experience curveDifferentiated marketing offers create different cost levelsTypes of CostsTotal CostsSum of the Fixed and Variable Costs for a Given Level of ProductionFixed Costs(Overhead)Costs that dontvary with

9、 sales or production levels.Executive SalariesRent Variable CostsCosts that do varydirectly with the level of production.Raw materialsSetting the PriceFigure 13-3: The Experience CurveSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pr

10、icing methodSelect final priceFirms must analyze the competition with respect to:CostsPricesPossible price reactionsPricing decisions are also influenced by quality of offering relative to competitionSetting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze comp

11、etitionSelect pricing methodSelect final pricePrice-setting begins with the three “CsSelect method:Markup pricingTarget-return pricingPerceived-value pricingValue pricingGoing-rate pricingAuction-type pricingGroup pricingCostsCompetitorsprices andprices ofsubstitutesCustomersassessmentof uniqueprodu

12、ctfeaturesLow PriceNo possibleprofit atthis priceHigh PriceNo possibledemand atthis priceThe Three Cs Model for Price SettingMarkupsCost = 24.00 = 80%Cost = 21.60 = 90%Cost = 30.00 = 60%Markup = 2.40 = 10%Markup = 6.00 = 20%Markup = 20.00 = 40%ProducerWholesaler24.0030.0050.00Markup is usually state

13、d as a percent of the selling price, not of the costA:markup單位本錢10元假設想要10%的利潤，賣價該訂是多少呢？11.11元計算公式 單位本錢定價= 1估計利潤假設想要20%呢？12.5元假設想50%呢？20元本錢加成定價法賣方對本錢比對需求能作出更多的一定。把價錢同本錢結合在一同，賣方可以簡化他們本人的定價義務；當需求變化時，他們無須頻繁地調整價錢。 當行業的一切企業都運用這種定價方法時，他們的價錢就會趨趨于類似。因此價錢競爭就會減少到最小。假設當他們在定價時留意需求的變化，那么價錢競爭就不能夠減少到最低。 許多人感到 本錢加成定

14、價法對買方和賣方來講都比較公平。在買方的需求變得急迫時，賣方不利用這一有利條件謀求額外利益，而仍能獲得公平的投資報酬本錢加成定價法被普遍運用的緣由B:Target Return PricingTarget-return price=Unit cost+desired return*invest capital Unit saleBreak-Even PricingQuantityPrice2,00001,0002,0003,0004,0005,0006,0004,000Fixed costsLossProfitTotal RevenueTotal CostsBreak-even pointB

15、目的利潤定價法假設烤面包機制造商在企業中投資是100萬元，他要制定能獲取20%利潤的價錢，即20萬元，那么： 目的利潤價錢=單位本錢+投資收益率*投資本錢/銷售量 =16+20%*100/50，000 =20元總收入總本錢固定本錢204060801002120萬元134567 8銷售量萬臺單價=固定本錢+目的利潤估計銷量 +單位變動本錢目的利潤定價法我本期希望有5000萬的利潤，該賣什么價呢？C:Perceived Value Pricing認知價值定價Attribute Standard offerPremium offerAdded ValueQualityImpurities less

16、than ten partsImpurities less than one part1.4DeliveryWithin two weeksWithin one week.15System Supply chemical onlySupply total system.80InnovationLittle R&D supportHigh level R&D support2.00Retraining Train initially Retrain on request.40ServiceThrough home office purchaseLocally available.25Price

17、100/pound105/pound5.00這是件珍貴，他以為它值多少？底價1萬元我以為它值3萬，他情愿賣嗎？發了！凈賺2萬認知價值定價法越來越多的企業認識到，作為定價的關鍵，不是賣方的本錢，而是買主對價值的認知。認知價值定價法與現代產品定位思想能很好地適應起來。認知價值定價法的關鍵是準確地確定市場對所提供價值的認知。認知價值定價法D:Value PricingLow price for a high-quality offeringAttract a large number of value-conscious customersEveryday low price, EDLPHigh-l

18、ow priceE:Going-Rate PricingBases its price largely on competitors priceFollow the leaderQuite popular because the cost is difficult to measure 通行價錢定價法 (Going-Rate Pricing)在通行價錢定價法中，企業的價錢主要基于競爭者的價錢，很少留意本人的本錢或需求。企業的價錢能夠與它主要競爭者的價錢一樣，也能夠高于競爭者或低于競爭者。 老板，A公司的定價是20元B 公司是25元我們就訂23元吧通行價錢定價戰略10萬元10.5萬元9.9萬元1

19、1萬元工程招標密封招標定價法Setting the PricePricing ProcedureSelect pricing objectiveDetermine demandEstimate costsAnalyze competitionSelect pricing methodSelect final priceRequires consideration of additional factors:Psychological pricingGain-and-risk-sharing pricingInfluence of other marketing mix variablesCom

20、pany pricing policiesImpact of price on other parties9.97元9.94元美國人喜歡奇數日本人喜歡偶數標價準確給人以信任感低價值商品9.98元中國人喜歡8和6心思定價法零頭定價Psychological pricing價值高的商品定價4008元定價3997元滿足顧客高消費心思，提高商品身價心思定價法整數定價Psychological pricing一檔 二檔 三檔 四檔 15.35元 16.7元 24.8元 29.9元表達質量差別，顧客感到賣方仔細擔任心思定價法分檔定價Psychological pricing名牌產品或名牌企業高價值產品30

21、00元9999元168元588元購買它可以顯示消費者身份，高價錢，高身份心思定價法聲望定價Psychological pricing老板，啤酒多少錢一扎啤酒每扎 4.5元老規矩，與原來一樣心思定價法習慣定價Psychological pricing快來買啦！大減價了原價：149元現價：38元這么廉價？心思定價法招徠定價Psychological pricingDiscussion Scenario A new sports bar and grill sells various types of burgers, sandwiches, and appetizers. All appetize

22、rs, burgers, and sandwiches are priced at $4.00, while platters (which include a soft drink, fries and coleslaw) are priced at $6.00. Critique the pricing procedure used by this restaurant. What changes would your recommend?12.2 Adapting the PriceGeographical PricingPrice discounts and allowancesPro

23、motional pricingDiscriminatory price Product-mix priceGeographical PricingBarterOffsetCompensation DealBuyback Arrangement Trade-in Allowances Promotional Allowances Price Discounts and Allowances Quantity Discounts Seasonal DiscountsCash Discounts Functional Discounts Adapting the PriceWhat type of

24、 discounts or allowances are being used by CardsDirect? Adapting the PriceLonger Payment TermsLoss-Leader PricingLow Interest Financing Warranties and Service Contracts PsychologicalDiscountingCashRebatesSpecial Event PricingPromotional Pricing Tactics本店特價基圍蝦28元/斤犧牲品定價小海南海鮮大酒樓有沒有搞錯，老板賺什么錢促銷定價1樓上樓海鮮螃

25、蟹 38元/斤每座只供應半斤長安奧托 2萬元/輛只需1輛且已被人訂購錦官新城電梯公寓 2480元/平方米只需2套春天百貨服裝 2折起只需2種式樣購物優惠 半價買手機只買給前50名海信21寸彩電震撼價 998元/臺只買200臺資料：犧牲品定價中的限量供應 彩電春節大優惠原價 1300元現價 1100元特別事件定價促銷定價2特大優惠本商店商品一概買100元送10元現金回扣華聯商廈促銷定價3沒關系，我們可以給他提供一定貸款低息貸款我想要這房，但我的錢不夠促銷定價4 大減價 大出血原價：49元現價：18元快來買啦！大減價了原價49心思定價促銷定價5Discriminatory Pricing Tact

26、icsCustomer Segment PricingProduct-Form PricingLocation PricingChannel PricingImage PricingTime Pricing顧客細分定價工業用電農業用電事業單位用電居民用電文娛、餐飲用電城市照明差別定價1產品式樣定價價錢：98元價錢：48元裝有調光開關本錢15元普通開關本錢5元價錢與各自本錢不成比例差別定價278元198元籠統定價瀘州老窖瀘州老窖水晶瓶普通瓶差別定價32001甲A聯賽四川全興大連萬達特區：160元甲區：120元乙區：40元丙區：20元地點定價差別定價4明仕保齡球館上午：5元/局下午：8元/局晚上：

27、15元/局時間定價差別定價5按顧客普通人、教師、學生、軍人、團體、兒童按時間早班、晚班、首航、寒暑假、節假日按檔次特等艙、普通艙、包機按間隔單程、來回程、聯程、按出票時間預購、既購民航的差別定價Adapting the PricePrice discrimination works when:Market segments show different intensities of demandConsumers in lower-price segments can not resell to higher-price segmentsCompetitors can not undersel

28、l the firm in higher-price segmentsCost of segmenting and policing the market does not exceed extra revenueProduct-Mix Pricing TacticsOptional-Feature PricingCaptive-Product PricingProduct-Bundle PricingProduct-Line PricingBy-Product PricingTwo-Part Pricing 長虹14“ 長虹18 長虹 21“ 長虹 25 長虹29 長虹34 980元 130

29、0元 1588元 2289元 3988元 7898元產品線定價價錢等級不同尺寸的本錢差別顧客對不同尺寸的評價競爭對手的價錢等級價格等級產品組合定價1喝酒，點菜，面不算錢選購商品定價那就來碗面吧！不行，光吃面2.5元二兩產品組合定價2打印機 850元墨盒 249元我不計劃在打印機上賺錢，我主要在墨盒上賺錢附帶產品定價產品組合定價3 手機費用固定費用購置費：2200元/部入網費：200元座機費：50元/月變動費用通話費：0.4/分鐘兩部分定價產品組合定價412元/本他這紙怎樣賣得這么貴？我把環保費用也算進去了副產品定價產品組合定價5假設他在我們這里購買全套的話，我們可以給他優惠老板，他們的音響有沒

30、有優惠組合定價產品組合定價613.3. Initiating and Responding to Price ChangesStrategic OptionsRaise price and raise perceived qualityMaintain price and perceived quality; prune some clientsPartially cut price and raise perceived qualityFully cut price and maintain perceived qualityMaintain price and reduce perceiv

31、ed qualityIntroduce economy modelInitiating and Responding to Price ChangesKey ConsiderationsInitiating price cutsInitiating price increasesReactions to price changesResponding to competitors price changesCircumstances leading to price cuts:Excess plant capacityDeclining market shareAttempt to domin

32、ate the market via lower costsPrice cutting traps:Price/quality perceptionsLow prices dont create market loyaltyCompetition may match or beat price cutsInitiating and Responding to Price ChangesKey ConsiderationsInitiating price cutsInitiating price increasesReactions to price changesResponding to competitors price changesCircumstances leading to price increases:Cost