-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler11-exs

PricingConsiderationsandApproachesChapter1111-1Objectives•Understandtheinternalfactorsaffectingafirm’spricingdecisions.•Understandtheexternalfactorsaffectingpricingdecisions,includingtheimpactofconsumerperceptionsofpriceandvalue.•Beabletocontrastthethreegeneralapproachestosettingprices.11-2•“Buyer-drivencommerce”conceptofferslowerpricestoconsumersandtheabilitytosellexcessinventorytosellers•13.5millionusercustomerbase•Tremendousgrowth•Mostdealsrelatetotravelortimesensitive/perishableservices•Notallventureshavebeenprofitable•SomecustomersfinditdifficulttocommittopurchasepriortolearningdetailsPriceline.comCaseStudy11-3PriceHasManyNamesWhatisPrice?•Rent•Fee•Rate•Commission•Assessment•Tuition•Fare•Toll•Premium•Retainer•Bribe•Salary•Wage•Interest•Tax11-4Definition•PriceTheamountofmoneychargedforaproductorservice,orthesumofthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.11-5•DynamicPricingontheWeballowsSELLERSto:Chargelowerprices,reaphighermargins.Monitorcustomerbehaviorandtailoroffers.Changepricesontheflytoadjustforchangesindemandorcosts.Negotiatepricesinonlineauctionsandexchanges.WhatisPrice?11-6•DynamicPricingontheWeballowsBUYERSto:Getinstantpricecomparisonsfromthousandsofvendors.Findandnegotiatelowerprices.Negotiatepricesinonlineauctionsandexchanges.WhatisPrice?11-7•PriceandtheMarketingMix:OnlyelementtoproducerevenuesMostflexibleelementCanbechangedquickly•PriceCompetition•CommonPricingMistakesWhatisPrice?11-8FactorstoConsiderWhenSettingPrice•Marketingobjectives•Marketingmixstrategies•Costs•Organizationalconsiderations•Marketpositioninginfluencespricingstrategy•Otherpricingobjectives:SurvivalCurrentprofitmaximizationMarketshareleadershipProductqualityleadership•Not-for-profitobjectives:PartialorfullcostrecoverySocialpricingInternalFactors11-9FactorstoConsiderWhenSettingPrice•Marketingobjectives•Marketingmixstrategies•Costs•Organizationalconsiderations•Pricingmustbecarefullycoordinatedwiththeothermarketingmixelements•Targetcostingisoftenusedtosupportproductpositioningstrategiesbasedonprice•NonpricepositioningcanalsobeusedInternalFactors11-10FactorstoConsiderWhenSettingPrice•Marketingobjectives•Marketingmixstrategies•Costs•Organizationalconsiderations•Typesofcosts:VariableFixedTotalcosts•Howcostsvaryatdifferentproductionlevelswillinfluencepricesetting•Experience(learning)curveeffectsonpriceInternalFactors11-11FactorstoConsiderWhenSettingPrice•Marketingobjectives•Marketingmixstrategies•Costs•Organizationalconsiderations•Whosetstheprice?Smallcompanies:CEOortopmanagementLargecompanies:Divisionalorproductlinemanagers•Pricenegotiationiscommoninindustrialsettings•SomeindustrieshavepricingdepartmentsInternalFactors11-12FactorstoConsiderWhenSettingPrice•Natureofmarketanddemand•Competitors’costs,prices,andoffers•Otherenvironmentalelements•TypesofmarketsPurecompetitionMonopolisticcompetitionOligopolisticcompetitionPuremonopoly•Consumerperceptionsofpriceandvalue•Price-demandrelationshipDemandcurvePriceelasticityofdemandExternalFactors11-13FactorstoConsiderWhenSettingPrice•Natureofmarketanddemand•Competitors’costs,prices,andoffers•Otherenvironmentalelements•Considercompetitors’costs,prices,andpossiblereactionswhendevelopingapricingstrategy•PricingstrategyinfluencesthenatureofcompetitionLow-pricelow-marginstrategiesinhibit抑制competitionHigh-pricehigh-marginstrategiesattractcompetition•Benchmarkingcostsagainstthecompetitionisrecommended被推荐ExternalFactors11-14FactorstoConsiderWhenSettingPrice•Natureofmarketanddemand•Competitors’costs,prices,andoffers•Otherenvironmentalelements•EconomicconditionsAffectproductioncostsAffectbuyerperceptionsofpriceandvalue•Resellerreactionstopricesmustbeconsidered•Governmentmayrestrictorlimitpricingoptions•SocialconsiderationsmaybetakenintoaccountExternalFactors11-15•Cost-BasedPricing:Cost-PlusPricingAddingastandardmarkup加成tocostIgnores忽视demandandcompetitionPopularpricingtechniquebecause:Itsimplifies简单化thepricingprocessPricecompetitionmaybeminimizedItisperceivedasmorefairtobothbuyersandsellersGeneralPricingApproaches11-16Cost-BasedPricingExampleVariablecosts:$20Fixedcosts:$500,000Expectedsales:100,000unitsDesiredSalesMarkup:20%VariableCost+FixedCosts/UnitSales=UnitCost$20+$500,000/100,000=$25perunitUnitCost/(1–DesiredReturnonSales)=MarkupPrice$25/(1-.20)=$31.25GeneralPricingApproaches11-17•Cost-BasedPricing:Break-EvenAnalysisorTargetProfitPricingBreak-evenchartsshowtotalcostandtotalrevenuesatdifferentlevelsofunitvolume.Theintersectionofthetotalrevenueandtotalcostcurvesisthebreak-evenpoint.Companieswishingtomakeaprofitmustexceedthebreak-evenunitvolume.GeneralPricingApproaches11-18Break-EvenAnalysisandTargetProfitPricingGeneralPricingApproachesFixedCostsTotalCostsRevenuesSalesVolumeinThousandsofUnitsThousandsofDollars0102030401000800600400200Break-evenpointTargetProfit$200,000QuantityToBeSoldToMeetTargetProfit11-19•Value-BasedPricing:Usesbuyers’perceptionsofvalueratherthanseller’scoststosetprice.Measuringperceivedvaluecanbediffi