产品定价和定价策略PricingProductsand

Chapter11PRICINGSTRATEGIES1Theprocessofpricesetting2Pricingstrategies3InitiatingandRespondingtoPriceChangeInthischapter,wefocuson3parts:Chapter11PricingStrategiesFormerprocessNowDesigninganewproductDeterminingitscostAsking‘canwesellitforthis’AnidealsellingpricebasedoncustomerconsiderationsTargetscoststhatwillensurethatthepriceismetChapter11PricingStrategies1Theprocessofsettingprice1TheprocessofsettingpriceDeterminingDemandEstimatingCostsSelectingthePricingObjectiveAnalyzingCompetitors’Costs,prices,andOffersSelectingPricingMethodSelectingtheFinalPriceChapter11PricingStrategies1.1.1Thepositionoftheproduct1.1.2thePricingObjective1.1SelectingthePricingObjectiveChapter11PricingStrategiesUnderthecircumstances,companiesmustfirstlydecideontargetpriceforaproduct,thendecideonitstargetcostandothermarketingmix.Beforeselectingthepricingobjectives,thefirmmustdecidewheretopositionitsproductonqualityandprice.Chapter11PricingStrategies1.1.1ThepositionoftheproductSegment(市场细分)ExampleUltimate(最高)Mercedes-Benzvs.RollsRoyceLuxury(豪华)Audivs.LexusSpecialNeed(特别需要)VolvoMiddle(中档)Buickvs.ToyotaConvenience(便利)EscortMetoo,butcheaper(类似品，但较便宜)HyundaiPriceAlone(价格导向)DaihatsuChapter11PricingStrategies1.1.1ThepositionoftheproductForexampleifGMdecidestoproduceanewsportscartocompetewithEuropeansportscarsinthehigher-incomesegment,suggestschargingahighprice.Chapter11PricingStrategies1.1.2thePricingObjectiveSurvivalMaximumCurrentProfitMaximumCurrentRevenueMaximumSalesGrowthMaximumMarketSkimmingMarketshareleadershipProduct-QualityLeadershipCompetitionRestrainingpricestabilization…1.2DeterminingDemand＄15＄10价格100105每期的需求数量＄15＄10价格50150每期的需求数量Chapter11PricingStrategies●acurvethatshowsthenumberofunitsthemarketwillbuyinagiventimeperiodatdifferentpricesthatmightbecharged.Chapter11PricingStrategies1.2.1Demandcurve●thedemandusuallyincreaseswhenpricefalls.Buttheruleisprobablybrokeninsomecircumstances.demandssuppliesQuantitysoldpriceThebalancepointChapter11PricingStrategies1.2.2theprice-demandrelationship1.2.3FactorsAffectingDemand-PriceSensitivityUnique-ValueEffectSubstitute-AwarenessEffectDifficult-ComparisonEffectTotal-ExpenditureEffectEnd-BenefitEffectShared-CostEffectSunk-InvestmentEffectPrice-QualityEffectInventoryEffectChapter11PricingStrategies●Priceelasticity:ameasureofthesensitivityofdemandtochangesinprice.Itisdescribedasfollows:Priceelasticityofdemand=(%changeinquantitydemand)/(%changeinprice)orasfollows:121112·PPPQQQPPQQE　／ΔΔChapter11PricingStrategies1.2.4Priceelasticity∞×（1，∞）（elastic）E=1×（0，1）（inelastic）0×Chapter11PricingStrategies1.2.4PriceelasticityDiscussionofpriceelasticity:Forelastic:↓P→Q↑↑→PQ↑→profit↑Forinelastic:↑↑P→Q↓→PQ↑→profit↑1.3.1Typeofcosts1.3.2CostBehavior1.3.3TheExperienceCurve1.3.4Cost,varietyandquality1.3.5PricingaccordingtoCost1.3EstimatingCostsChapter11PricingStrategies●variablecosts:coststhatvarydirectlywiththelevelofproduction.●fixedcosts:coststhatdonotvarywithproductionorsalelevel.●totalcosts:thesumofthefixedandvariablecostsforanygivenlevelofproduction.●marginalcosts:increasedcostproduceaunitofproduct.●averagecosts:totalcosts/quantityproduced=variablecosts+fixedcosts/quantityproducedChapter11PricingStrategies1.3.1Typeofcosts短期平均成本曲线单位成本1，000每天生产的数量CostBehaviorinaFixed-SizePlant（在固定规模工厂中的成本特性）单位成本1234短期平均成本曲线长期平均成本曲线1,0002,0003,0004,000CostBehaviorOverDifferent-SizePlants（不同规模工厂的成本特性）Chapter11PricingStrategies1.3.2CostBehavior1.3.3TheExperienceCurveTheExperienceCurve(经验曲线)＄10＄8＄6＄4＄2单位成本···CBA经验成本曲线当前价格100,000200,000400,000800,000AccumulatedProduction积累生产Chapter11PricingStrategies◆成本与品种◆成本与质量水平COnCOQualityLevel质量故障质量预防总质量成本Chapter11PricingStrategies1.3.4Cost,varietyandqualityDiscussion:Howpricingaccordingtocosts?●ifprice≥averagecost,thenprofits≥0.●ifprice＜averagecost,thenprofits＜0.Undersomespecificcircumstances,itcanbeallowed,butpricecan'tbelowerthanvariablecost,sovariablecostisusuallyconsideredthefloorprice.●ifprice＜marginalcost,doesn’tmeanlackofprofitforacompanythoughtnegativeprofitperunitofproduct,becausepricemightbehigherthanaveragecost,unlesssoldquantityexcessalimitedquantity.Chapter11PricingStrategies1.3.5PricingaccordingtoCostDiscussion:Howpricingaccordingtocosts?AveragecostMarginalcostDemandQuantityproducedPrice,cost,＄MaxProfitMinCostChapter11PricingStrategies1.3.5PricingaccordingtoCost1.4AnalyzingCompetitors’Costs,prices,andOffersCompetitors’costs,prices,andoffers●Thecompany’spricingstrategymayaffectthenatureofthecompetitionitfaces.Forexample,IfCanonfollowsahigh-price,high-marginstrategy,itmayattractcompetition.Alow-price,low-marginstrategy,however,maystopcompetitorsordrivethemoutofthemarket.Chapter11PricingStrategies1.4AnalyzingCompetitors’Costs,prices,andOffers●Thecompany’spricingstrategymayaffectthenatureofthecompetitionitfaces.Forexample,IfCanonfollowsahigh-price,high-marginstrategy,itmayattractcompetition.Alow-price,low-marginstrategy,however,maystopcompetitorsordrivethemoutofthemarket.Chapter11PricingStrategiesdifferenttypesofmarkets:●Purecompetition:pricedbymarket●Monopolisticcompetition:mainlypri