1、Chapter 7 Developing Price Strategies and Programs,Power Point by Cheng- Chiang (Johnnie) Chen,Da-Yeh University,Chapter Objectives,In this chapter, we focus on three questions: How should a price be set on a product or service for the first time? How should the price be adapted to meet varying circ
2、umstances and opportunities? When should the company initiate a price change, and how should it respond to a competitors price change?,均衡點,損益兩平分析,差別訂價,依顧客區隔而差別訂價 依產品形式而差別訂價 依形象而差別訂價 依地點而差別訂價 依時間而差別訂價,差別訂價的實施之必要條件,市場必須可以區隔。 低價市場區隔不能將針對該區隔的低價產品，轉移或再售給高價的市場區隔。 競爭者不會在高價的市場區隔內，低價銷售或進行競爭。 進行區隔及維持差別訂價的成本，必
3、須低於進行差別訂價所得之利益。 差別訂價不會帶來顧客反感與抵制。 差別訂價必須合法。,訂價目標,刮脂訂價法下的價格 調整,刮脂訂價的條件,有相當多的顧客對該產品有高度需求。 存在著一些進入障礙，使高價格不致於吸引更多競爭者。 高價格可塑造高品質的產品形象。,滲透訂價法下的價格,滲透訂價的條件,目標顧客對訂價相當敏感，需求彈性很大。 公司的成本相較於競爭者為低。 每單位的生產與配銷成本可能隨著產量的增加而降低。 低價可以降低潛在競爭者進入市場的意願。,訂價政策的類型,訂價方法的決定,成本導向的訂價方法 競爭導向的訂價方法 顧客導向的競爭方法,訂價方法,需求回溯訂價法,Nine Price-Qua
4、lity Strategies,Price Should Align with Value,Setting Pricing Policy,Setting the Price,Step 1: Selecting the pricing objective Survival Maximize current profits Maximize their market share Market-penetration pricing Best when: Market is highly price-sensitive, and a low price stimulates market growt
5、h, Production and distribution costs fall within accumulated production experience, and Low price discourages actual and potential competition,Maytags homepage presents its “corporate family of brands”,Inelastic and Elastic Demand,Setting the Price,Step 2: Determining Demand Price sensitivity Total
6、Cost of Ownership (TCO),Setting the Price,Tom Nagle offers this list of factors associated with lower price sensitivity The product is more distinctive Buyers are less aware of substitutes Buyers cannot easily compare the quality of substitutes The expenditure is a smaller part of the buyers total i
7、ncome The expenditure is small compared to the total cost of the end product Part of the cost is borne by another party The product is used in conjunction with assets previously bought The product is assumed to have more quality, prestige, or exclusiveness Buyers cannot store the product,Cost per Un
8、it at Different Levels of Production per Period,Setting the Price,Estimating Demand Curves Price Elasticity of Demand Inelastic Elastic Price indifference band,Setting the Price,Step 3: Estimating Cost Types of Cost and Levels of Production Fixed costs (overhead) Variable cost Total cost Average cos
9、t Accumulated Production Experience curve (Learning curve),Cost per Unit as a Function of Accumulated Production: The Experience Curve,The Three Cs Model for Price Setting,Setting the Price,Differentiated Marketing Offers Activity-based cost (ABC) accounting Target costing Step 4: Analyzing Competit
10、ors Cost, Prices, and Offers,Setting the Price,Step 5: Selecting a Pricing Method Markup Pricing Unit Cost = variable cost + (fixed cost/unit sales)Markup price Markup price= unit cost/ (1 desired return on sales) Target-Return Pricing Target-return price = unit cost + (desired return X investment c
11、apital)/unit sales,Break-even volume Break-even volume = fixed cost / (price variable cost) Perceived-Value Pricing Perceived value Price buyers Value buyers Loyal buyers Value-in-use price,Setting the Price,Break-Even Chart for Determining Target-Return Price and Break-Even Volume,Setting the Price
12、,Value Pricing Everyday low pricing (EDLP) High-low pricing Going-Rate Pricing Auction-Type Pricing English auctions (ascending bids) Dutch auctions (descending bids) Sealed-bid auctions Group Pricing,Effect of Different Bids on Expected Profit,Setting the Price,Step 6: Selecting the Final Price Psy
13、chological Pricing Reference price Gain-and-Risk-Sharing Pricing Influence of the Other Marketing Elements Brands with average relative quality but high relative advertising budgets charged premium prices Brands with high relative quality and high relative advertising budgets obtained the highest pr
14、ices The positive relationship between high advertising budgets and high prices held most strongly in the later stages of the product life cycle for market leaders,Setting the Price,Brands with average relative quality but high relative advertising budgets charged premium prices Brands with high rel
15、ative quality and high relative advertising budgets obtained the highest prices The positive relationship between high advertising budgets and high prices held most strongly in the later stages of the product life cycle for market leaders Company Pricing Policies Impact of Price on Other Parties,Ada
16、pting the Price,Geographical Pricing (Cash, Countertrade, Barter) Countertrade Barter Compensation deal Buyback arrangement Offset Price Discounts and Allowances,Adapting the Price,Promotional Pricing Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms
17、Warranties and service contracts Psychological discounting,Adapting the Price,Discriminatory Pricing Customer segment pricing Product-form pricing Image pricing Channel pricing Location pricing Time pricing Yield pricing,Adapting the Price,Product-mix pricing Product-Line Pricing Optional-Feature Pr
18、icing Captive-Product Pricing Captive products Two-Part Pricing By-Product Pricing Product-Bundling Pricing Pure bundling Mixed bundling, provides software that helps Web merchants find target customers,Initiating and Responding to Price Changes,Initiating Price Cuts Drive to dominate the market thr
19、ough lower costs Low quality trap Fragile-market-share trap Shallow-pockets trap,Initiating and Responding to Price Changes,Initiating Price Increases Cost inflation Anticipatory pricing Overdemand Delayed quotation pricing Escalator clauses Unbundling Reduction of discounts,Initiating and Respondin
20、g to Price Changes,Possible responses to higher costs or overhead without raising prices include: Shrinking the amount of product instead of raising the price Substituting less expensive materials or ingredients Reducing or removing product features Removing or reducing product services, such as ins
21、tallation or free delivery Using less expensive packaging material or larger package sizes Reducing the number of sizes and models offered Creating new economy brands,Initiating and Responding to Price Changes,Reactions to Price Changes Customer Reactions Competitor Reactions Responding to Competitors Price Changes Maintain price Maintain price and add value Reduce price Increase price and improve quality Launch a low-price fighter line,Price-Reaction Program for Meeting a Competitors Price Cut,
