1、Pricing Considerations and Approaches產(chǎn)品定價：定價思索要素和方案11 - 0Objectives 目的Understand the internal factors affecting a firms pricing decisions.Understand the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value.Be able to contrast the three general

2、 approaches to setting prices.了解影響公司定價決策的內(nèi)部要素了解影響定價決策的外部要素，包括消費者的感知價錢和價值的影響可以比較定價的三種常用方法1“Buyer-driven commerce concept offers lower prices to consumers and the ability to sell excess inventory to sellers13.5 million user customer baseTremendous growth PricelineCase Study 案例“購買者驅(qū)動商業(yè)概念給消費者提供了更低的價錢，為銷

3、售者提供了銷售額外存貨的才干0萬運用者的消費者根底宏大的生長2Case Study 案例PricelineMost deals relate to travel or time sensitive / perishable servicesNot all ventures have been profitable Some customers find it difficult to commit to purchase prior to learning details大多數(shù)的買賣涉及靈敏的游覽或時間/易腐爛效力不是一切的投機都有利可圖一些消費者很難在了解詳細資料之前進展購買3Price H

4、as Many Names 價錢擁有許多名字What is Price? 價錢是什么Rent 租金Fee 費Rate 費率Commission 傭金Assessment 股價Tuition 學(xué)費Fare 費用Toll 通行稅Premium 獎金Retainer 聘金 Bribe 賄賂 Salary 薪水 Wage 工資 Interest利息 Tax 稅4Definition 定義PriceThe amount of money charged for a product or service, or the sum of the values that consumers exchange f

5、or the benefits of having or using the product or service.價錢 是一種產(chǎn)品和效力的標(biāo)價，價錢表現(xiàn)的是消費者在交換中，所獲得的和運用的產(chǎn)品或效力的價值5Dynamic Pricing on the Web allows SELLERS to: Charge lower prices, reap higher margins.Monitor customer behavior and tailor offers.Change prices on the fly to adjust for changes in demand or costs

6、.Negotiate prices in online auctions and exchanges.What is Price? 價錢是什么 網(wǎng)上動態(tài)定價允許商家作： 低價位，高利潤 監(jiān)控消費者行為，根據(jù)個人調(diào)整效力 根據(jù)需求或本錢變化及時改動價錢 對網(wǎng)上拍賣和買賣討價討價 6Dynamic Pricing on the Web allows BUYERS to:Get instant price comparisons from thousands of vendors.Find and negotiate lower prices.Negotiate prices in online a

7、uctions and exchanges.What is Price? 價錢是什么網(wǎng)上動態(tài)定價允許購買者作：即刻從眾多的買主中得到價錢比較找到較低價錢和討價經(jīng)過網(wǎng)上拍賣和買賣討價討價7Price and the Marketing Mix:Only element to produce revenuesMost flexible elementCan be changed quicklyPrice Competition Common Pricing MistakesWhat is Price? 價錢是什么價錢和營銷混合：獨一產(chǎn)生收入的元素最富有彈性的元素可以被迅速地調(diào)整價錢競爭普遍的定價錯

8、誤8Factors to Consider When Setting Price定價的思索要素Marketing objectivesMarketing mix strategiesCostsOrganizational considerationsInternal Factors 內(nèi)部要素 市場營銷目的市場營銷組合戰(zhàn)略本錢組織情況9Factors to Consider When Setting Price定價的思索要素Market positioning influences pricing strategyOther pricing objectives:SurvivalCurrent

9、profit maximizationMarket share leadershipProduct quality leadershipNot-for-profit objectives:Partial or full cost recoverySocial pricingMarketing objectives營銷目的市場定位 定價戰(zhàn)略的影響要素其它定價目的:生存當(dāng)前利潤最大化市場份額領(lǐng)先產(chǎn)質(zhì)量量領(lǐng)先非營利目的:部分或全部本錢回收社會性定價10Pricing must be carefully coordinated with the other marketing mix elements

10、Target costing is often used to support product positioning strategies based on priceNonprice positioning can also be usedFactors to Consider When Setting Price定價的思索要素營銷混合戰(zhàn)略Marketing mix strategies定價必需與其它營銷組合元素協(xié)調(diào)一致目的本錢計算通常用于支持基于以價錢為產(chǎn)品定位的戰(zhàn)略非價錢定位也能運用11Types of costs:VariableFixedTotal costsHow costs v

11、ary at different production levels will influence price settingExperience (learning) curve effects on priceCosts本錢本錢類型:可變本錢固定本錢總本錢不同消費程度下的本錢變換怎樣影響價錢的制定閱歷學(xué)習(xí)曲線影響價錢Factors to Consider When Setting Price定價的思索要素12Organizational considerationsWho sets the price?Small companies: CEO or top managementLarge

12、companies: Divisional or product line managersPrice negotiation is common in industrial settingsSome industries have pricing departments組織思索誰制定價錢？小公司：高級管理層的CEO大公司：分部或產(chǎn)品線經(jīng)理人價錢協(xié)商在行業(yè)設(shè)置中很普遍一些行業(yè)有定價部門Factors to Consider When Setting Price定價的思索要素13Nature of market and demandCompetitors costs, prices, and o

13、ffersOther environmental elementsExternal Factors Factors to Consider When Setting Price定價的思索要素外部要素 市場與需求的特性競爭者的本錢，價錢和條件其它環(huán)境要素14Factors to Consider When Setting Price定價的思索要素Types of marketsPure competitionMonopolistic competitionOligopolistic competitionPure monopolyConsumer perceptions of price and

14、 valuePrice-demand relationshipDemand curvePrice elasticity of demand市場與需求的特性Nature of market and demand市場類型完全競爭壟斷競爭寡頭壟斷競爭完全壟斷消費者對價錢和價值的看法價錢需求關(guān)系需求曲線需求的價錢彈性15Competitors costs, prices, and offersConsider competitors costs, prices, and possible reactions when developing a pricing strategy Pricing stra

15、tegy influences the nature of competitionLow-price low-margin strategies inhibit competitionHigh-price high-margin strategies attract competitionBenchmarking costs against the competition is recommendedFactors to Consider When Setting Price定價的思索要素競爭者的本錢， 價錢和條件開展定價戰(zhàn)略時，思索競爭者的本錢，價錢和能夠作出的反響 定價戰(zhàn)略影響競爭的特性低

16、價錢低利潤戰(zhàn)略抵抗競爭高價錢高利潤戰(zhàn)略吸引競爭建議建立抵抗競爭的基準(zhǔn)本錢16Other environmental elementsEconomic conditionsAffect production costs Affect buyer perceptions of price and valueReseller reactions to prices must be consideredGovernment may restrict or limit pricing optionsSocial considerations may be taken into accountFactor

17、s to Consider When Setting Price定價的思索要素其它環(huán)境要素經(jīng)濟情況影響產(chǎn)品本錢 影響購買者對價錢和價值的感知中間商對價錢的看法必需被思索政府可以限定有限的定價選擇權(quán)社會要素必需被思索17Cost-Based Pricing: Cost-Plus PricingAdding a standard markup to costIgnores demand and competitionPopular pricing technique because: It simplifies the pricing process Price competition may b

18、e minimized It is perceived as more fair to both buyers and sellersGeneral Pricing Approaches普通定價方案基于本錢的定價決策： 本錢加成定價在產(chǎn)品本錢上添加一個規(guī)范的加成忽略需求和競爭受歡迎的定價工具 緣由是： 簡化了定價過程 價錢競爭最小化 被以為對銷售者和購買者都公平18Cost-Based Pricing ExampleVariable costs: $20 Fixed costs: $500,000Expected sales: 100,000 units Desired Sales Marku

19、p: 20% Variable Cost + Fixed Costs/Unit Sales = Unit Cost$20 + $500,000/100,000 = $25 per unitUnit Cost/(1 Desired Return on Sales) = Markup Price$25 / (1 - .20) = $31.25General Pricing Approaches普通定價方案 基于本錢的定價實例 可變本錢：20美圓 固定本錢: 500,000美圓 期望銷售量: 100,000 單元 預(yù)期的加成幅度: 20% 可變本錢 + 固定本錢/銷售量 = 單位本錢$20 + $5

20、00,000/100,000 = $25 每單元單位本錢/(1 期望收益率) = 加成后的價錢$25 / (1 - .20) = $31.2519Cost-Based Pricing: Break-Even Analysis and Target Profit PricingBreak-even charts show total cost and total revenues at different levels of unit volume.The intersection of the total revenue and total cost curves is the break-e

21、ven point.Companies wishing to make a profit must exceed the break-even unit volume.General Pricing Approaches普通定價方案基于本錢的定價決策：盈虧平衡定價法和目的利潤定價法盈虧平衡圖顯示在不同單位銷量程度上的總本錢和總收入總收入和總本錢曲線的交叉點是盈虧平衡點希望盈利的公司必需超越盈虧平衡點的銷量20Break-Even Analysis and Target Profit Pricing盈虧平衡分析和目的利潤定價固定本錢總本錢總收入銷售數(shù)量千臺本錢千美圓010203040100080

22、0600400200盈虧平衡分析目的利潤200,000美圓滿足目的利潤的銷售量General Pricing Approaches普通定價方案21Value-Based Pricing:Uses buyers perceptions of value rather than sellers costs to set price.Measuring perceived value can be difficult.General Pricing Approaches普通定價方案基于價值的定價法:運用購買者感知的價值，而不是銷售者制定價錢的本錢衡量感知價值能夠是困難的22General Pricing Approaches普通定價方案Value-Based Pricing:Consumer attitudes toward price and quality have shifted durin