骗取战略

PowerPointbyYuHongyanBusinessSchoolofJilinUniversityChapter13DesigningPricingStrategiesandProgramsObjectives13.1Settingtheprice13.2Adaptingtheprice13.3RespondingtopricechangesPriceHasManyNamesMonthlyPaymentDonationTuitionRentFeeInterestFarePriceHighMediumLowHighLowProductQualityMed1PremiumValue5MediumValue9Economy4Overcharging7Rip-Off骗取战略8FalseEconomy2HighValue3SuperValue6Good-ValueNinePrice-QualityStrategies1.Selectingthepricingobjective2.Determiningdemand3.Estimatingcosts4.Analyzingcompetitors’costs,prices,andoffers5.Selectingapricingmethod6.Selectingfinalprice12.1SettingthePriceSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSurvivalMaximizecurrentprofitsMaximizemarketsharePenetrationstrategyMarketskimmingSkimmingstrategyProductqualityleadersPriceQuantityPriceSkimmingSellathighpricebeforereducingtonextpricelevelandrepeatInitialPriceSecondPriceFinalPriceInpriceskimming,initialpriceissethigh--attopofthedemandcurveMostsensiblewhen:•Demandisinelastic•Thereisan“elitemarket”thatislesspricesensitive•Barrierstoentry(patents,etc.)•Graduallyworkingdownthedemandcurvewithlowerpricedmarketingmixesovertime.SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceUnderstandfactorsthataffectpricesensitivityEstimatedemandcurvesUnderstandpriceelasticityofdemandElasticityInelastictyConditionsUnderWhichDemandisLessElasticBuyersthinkhigherpricesarejustifiedTherearefewornosubstitutesBuyersslowlychangebuyinghabits&searchforlowerpricesBuyersdonotreadilynoticethehigherpriceInelasticDemandConditions博物馆门票的订价你是一个大型艺术博物馆馆的馆长.你的财务经理告诉你,博物馆缺乏资金,并建议你考虑改变门票的价格以增加总收益.你将怎能样办?是提高门票价格?还是降低门票价格?SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceTypesofcostsandlevelsofproductionmustbeconsideredAccumulatedproductionleadstocostreductionviatheexperiencecurveDifferentiatedmarketingofferscreatedifferentcostlevelsTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsSettingthePriceFigure13-3:TheExperienceCurveSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceFirmsmustanalyzethecompetitionwithrespectto:CostsPricesPossiblepricereactionsPricingdecisionsarealsoinfluencedbyqualityofofferingrelativetocompetitionSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpricePrice-settingbeginswiththethree“C’s”Selectmethod:MarkuppricingTarget-returnpricingPerceived-valuepricingValuepricingGoing-ratepricingAuction-typepricingGrouppricingCostsCompetitors’pricesandpricesofsubstitutesCustomers’assessmentofuniqueproductfeaturesLowPriceNopossibleprofitatthispriceHighPriceNopossibledemandatthispriceTheThreeC’sModelforPriceSettingMarkupsCost=24.00=80%Cost=21.60=90%Cost=30.00=60%Markup=2.40=10%Markup=6.00=20%Markup=20.00=40%ProducerWholesaler24.0030.0050.00Markupisusuallystatedasapercentofthesellingprice,notofthecostA:markup单位成本10元如果想要10%的利润，卖价该订是多少呢？11.11元计算公式单位成本定价=1—预计利润如果想要20%呢？12.5元如果想50%呢？20元成本加成定价法卖方对成本比对需求能作出更多的肯定。把价格同成本结合在一起，卖方可以简化他们自己的定价任务；当需求变化时，他们无须频繁地调整价格。当行业的所有企业都使用这种定价方法时，他们的价格就会趋趋于相似。因而价格竞争就会减少到最小。如果当他们在定价时注意需求的变化，那么价格竞争就不可能减少到最低。许多人感到成本加成定价法对买方和卖方来讲都比较公平。在买方的需求变得急迫时，卖方不利用这一有利条件谋求额外利益，而仍能获得公平的投资报酬成本加成定价法被普遍应用的原因B:TargetReturnPricingTarget-returnprice=Unitcost+desiredreturn*investcapitalUnitsaleBreak-EvenPricingQuantityPrice2,00001,0002,0003,0004,0005,0006,0004,000FixedcostsTotalRevenueTotalCostsBreak-evenpointB目标利润定价法假设烤面包机制造商在企业中投资是100万元，他要制定能获取20%利润的价格，即20万元，那么：目标利润价格=单位成本+投资收益率*投资成本/销售量=16+20%*100/50，000=20元总收入总成本固定成本204060801002120（万元）1345678销售量（万台）单价=（固定成本+目标利润）÷预计销量+单位变动成本目标利润定价法我本期希望有5000万的利润，该卖什么价呢？C:PerceivedValuePricing认知价值定价AttributeStandardofferPremiumofferAddedValueQualityImpuritieslessthantenpartsImpuritieslessthanonepart1.4DeliveryWithintwoweeksWithinoneweek.15SystemSupplychemicalonlySupplytotalsystem.80InnovationLittleR&DsupportHighlevelR&Dsupport2.00RetrainingTraininitiallyRetrainonrequest.40ServiceThroughhomeofficepurchaseLocallyavailable.25Price100/pound105/pound5.00这是件宝物，你认为它值多少？底价1万元我认为它值3万，你愿意卖吗？发了！净赚2万认知价值定价法越来越多的企业认识到，作为定价的关键，不是卖方的成本，而是买主对价值的认知。认知价值定价法与现代产品定位思想能很好地适应起来。认知价值定价法的关键是准确地确定市场对所提供价值的认知。认知价值定价法D:ValuePricingLowpriceforahigh-qualityofferingAttractalargenumberofvalue-consciouscustomersEverydaylowprice,EDLPHigh-lowpriceE:Going-RatePricingBasesitspricelargelyoncompetitors’priceFollowtheleaderQuitepopularbecausethecostisdifficulttomeasure通行价格定价法(Going-RatePricing)在通行价格定价法中，企业的价格主要基于竞争者的价格，很少注意自己的成本或需求。企业的价格可能与它主要竞争者的价格相同，也可能高于竞争者或低于竞争者。老板，A公司的定价是20元B公司是25元我们就订23元吧通行价格定价策略10万元