市場(chǎng)營(yíng)銷英文版Chapter12pricingstrategies

1、12 - 1Objectives12 - 2Objectives12 - 3Case Study12 - 4Pricing Products12 - 5Pricing Strategies12 - 6Market Skimming12 - 7Market SkimmingMany are predicting a firesale in laptops as supply exceeds demand.Copyright: iS12 - 8Market SkimmingSony Ad. for camcorders12 - 912 - 10VersionEstimated CostiPhone

2、 1$245.83iPhone 3G$174.33iPhone 3GS$178.96iPhone 4$181.55iPad$246.4512 - 1112 - 12Besides the flash memory, the most significant material costs are related to new iPhone features: Retina display ($26), Apples new microprocessor ($19.50), and back glass housing ($13). This chart also provides excelle

3、nt information for those who follow the strategy of buying companies that supply iPhone components.If the cost actually was around $180, then the margin would be around 72% .Image Source: Mobile Magazine12 - 13I have a strong accounting background so I am very familiar with the product costs that sh

4、ould be included. As you may be aware, cost of goods sold includes direct materials, direct labor, and manufacturing overhead. I mention that software and other costs are not included because they are very difficult to estimate .12 - 14New Product Pricing Strategies12 - 15Penetration Pricing12 - 16N

5、ew Product Pricing Strategies12 - 17Penetration Pricing1979 Sony Walkman12 - 18New Product Intro StrategiesINTENTFOCUSRESULTSKIMMING PENETRATION12 - 19PRICEPRICEPRICESkimming PenetrationPenetration Price StrategySkimming Price Strategy12 - 20Which pricing strategy (skimming or penetration) is normal

6、ly used when a new prescription drug is introduced in the U.S.? Why?12 - 21Product-Based Pricing ApproachesSetting price steps between product line itemsi.e. $299, $399Pricing optional or accessory products sold with the main product * i.e. car optionsPricing products that must be used with the main

7、 Product*i.e. Razor Blades, Film, SoftwarePricing low-value by-products to get rid of them*i.e. Lumber Mills, ZoosPricing bundles Of products sold together*i.e. season tickets, computer makers12 - 22Product Mix-Pricing Strategies:Product Line Pricing12 - 23Product Line Pricing12 - 24Product Mix- Pri

8、cing Strategies12 - 25Optional-Product Pricing12 - 26Captive-Product Pricing12 - 27Product Mix- Pricing Strategies12 - 28Product Bundle Pricing12 - 29Question12 - 30Discount and Allowance Pricing12 - 31Psychological Pricing12 - 32Psychological PricingValue $22.00Sale $14.9912 - 33Psychological Pricing12 - 34Special-Event PricingCash RebatesLow-Interest FinancingLonger WarrantiesFree Mer