騙取戰(zhàn)略知識點

騙取戰(zhàn)略知識點Objectives13.1Settingtheprice13.2Adaptingtheprice13.3RespondingtopricechangesPriceHasManyNamesMonthlyPaymentDonationTuition

Rent

FeeInterestFarePriceHigh Medium LowHighLowProductQualityMed1PremiumValue5MediumValue9Economy4Overcharging7Rip-Off騙取戰(zhàn)略8FalseEconomy2HighValue3SuperValue6Good-ValueNinePrice-QualityStrategies1. Selectingthepricing objective2.Determiningdemand3.Estimatingcosts4. Analyzingcompetitors’ costs,prices,andoffers5. Selectingapricing method6.Selectingfinalprice12.1SettingthePriceSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceSurvivalMaximizecurrentprofitsMaximizemarketsharePenetrationstrategyMarketskimmingSkimmingstrategyProductqualityleadersPriceQuantityPriceSkimmingSellathighpricebeforereducingtonextpricelevelandrepeatInitialPriceSecondPriceFinalPriceInpriceskimming,initialpriceissethigh--attopofthedemandcurveMostsensiblewhen:DemandisinelasticThereisan“elitemarket”thatislesspricesensitiveBarrierstoentry(patents,etc.)Graduallyworkingdownthedemandcurvewithlowerpricedmarketingmixesovertime.SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceUnderstandfactorsthataffectpricesensitivityEstimatedemandcurvesUnderstandpriceelasticityofdemandElasticityInelastictyConditionsUnderWhichDemand

isLessElasticBuyersthinkhigher

pricesarejustifiedTherearefeworno

substitutesBuyersslowly

changebuying

habits&search

forlowerprices

Buyersdonot

readilynoticethe

higherpriceInelastic

Demand

Conditions博物館門票的訂價你是一個大型藝術(shù)博物館館的館長.你的財務(wù)經(jīng)理告訴你,博物館缺乏資金,并建議你考慮改變門票的價格以增加總收益.你將怎能樣辦?是提高門票價格?還是降低門票價格?SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceTypesofcostsandlevelsofproductionmustbeconsideredAccumulatedproductionleadstocostreductionviatheexperiencecurveDifferentiatedmarketingofferscreatedifferentcostlevelsTypesofCostsTotalCostsSumoftheFixedandVariableCostsforaGivenLevelofProductionFixedCosts(Overhead)Coststhatdon’tvarywithsalesorproductionlevels.ExecutiveSalariesRentVariableCostsCoststhatdovarydirectlywiththelevelofproduction.RawmaterialsSettingthePriceFigure13-3:TheExperienceCurveSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceFirmsmustanalyzethecompetitionwithrespectto:CostsPricesPossiblepricereactionsPricingdecisionsarealsoinfluencedbyqualityofofferingrelativetocompetitionSettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpricePrice-settingbeginswiththethree“C’s”Selectmethod:MarkuppricingTarget-returnpricingPerceived-valuepricingValuepricingGoing-ratepricingAuction-typepricingGrouppricingCostsCompetitors’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單位成本10元如果想要10%的利潤，賣價該訂是多少呢？11.11元計算公式單位成本定價=1—預(yù)計利潤如果想要20%呢？12.5元如果想50%呢？20元成本加成定價法賣方對成本比對需求能作出更多的肯定。把價格同成本結(jié)合在一起，賣方可以簡化他們自己的定價任務(wù)；當(dāng)需求變化時，他們無須頻繁地調(diào)整價格。當(dāng)行業(yè)的所有企業(yè)都使用這種定價方法時，他們的價格就會趨趨于相似。因而價格競爭就會減少到最小。如果當(dāng)他們在定價時注意需求的變化，那么價格競爭就不可能減少到最低。許多人感到成本加成定價法對買方和賣方來講都比較公平。在買方的需求變得急迫時，賣方不利用這一有利條件謀求額外利益，而仍能獲得公平的投資報酬成本加成定價法被普遍應(yīng)用的原因B:TargetReturnPricingTarget-returnprice=Unitcost+desiredreturn*investcapitalUnitsaleBreak-EvenPricingQuantityPrice2,00001,0002,0003,0004,0005,0006,0004,000FixedcostsLossProfitTotalRevenueTotalCostsBreak-evenpointB目標(biāo)利潤定價法假設(shè)烤面包機制造商在企業(yè)中投資是100萬元，他要制定能獲取20%利潤的價格，即20萬元，那么：目標(biāo)利潤價格=單位成本+投資收益率*投資成本/銷售量=16+20%*100/50，000=20元總收入總成本固定成本204060801002120（萬元）1345678銷售量（萬臺）單價=（固定成本+目標(biāo)利潤）÷預(yù)計銷量+單位變動成本目標(biāo)利潤定價法我本期希望有5000萬的利潤，該賣什么價呢？C:PerceivedValuePricing認(rèn)知價值定價AttributeStandardofferPremiumofferAddedValueQualityImpuritieslessthantenpartsImpuritieslessthanonepart1.4DeliveryWithintwoweeksWithinoneweek.15SystemSupplychemicalonlySupplytotalsystem.80InnovationLittleR&DsupportHighlevelR&Dsupport2.00RetrainingTraininitiallyRetrainonrequest.40ServiceThroughhomeofficepurchaseLocallyavailable.25Price100/pound105/pound5.00這是件寶物，你認(rèn)為它值多少？底價1萬元我認(rèn)為它值3萬，你愿意賣嗎？發(fā)了！凈賺2萬認(rèn)知價值定價法越來越多的企業(yè)認(rèn)識到，作為定價的關(guān)鍵，不是賣方的成本，而是買主對價值的認(rèn)知。認(rèn)知價值定價法與現(xiàn)代產(chǎn)品定位思想能很好地適應(yīng)起來。認(rèn)知價值定價法的關(guān)鍵是準(zhǔn)確地確定市場對所提供價值的認(rèn)知。認(rèn)知價值定價法D:ValuePricingLowpriceforahigh-qualityofferingAttractalargenumberofvalue-consciouscustomersEverydaylowprice,EDLPHigh-lowpriceE:Going-RatePricingBasesitspricelargelyoncompetitors’priceFollowtheleaderQuitepopularbecausethecostisdifficulttomeasure通行價格定價法(Going-RatePricing)在通行價格定價法中，企業(yè)的價格主要基于競爭者的價格，很少注意自己的成本或需求。企業(yè)的價格可能與它主要競爭者的價格相同，也可能高于競爭者或低于競爭者。老板，A公司的定價是20元B公司是25元我們就訂23元吧通行價格定價策略10萬元10.5萬元9.9萬元11萬元工程投標(biāo)密封投標(biāo)定價法SettingthePricePricingProcedureSelectpricingobjectiveDeterminedemandEstimatecostsAnalyzecompetitionSelectpricingmethodSelectfinalpriceRequiresconsiderationofadditionalfactors:PsychologicalpricingGain-and-risk-sharingpricingInfluenceofothermarketingmixvariablesCompanypricingpoliciesImpactofpriceonotherparties9.97元9.94元美國人喜歡奇數(shù)日本人喜歡偶數(shù)標(biāo)價精確給人以信賴感低價值商品9.98元中國人喜歡8和6心理定價法——零頭定價Psychologicalpricing價值高的商品定價4008元定價3997元滿足顧客高消費心理，提高商品身價心理定價法——整數(shù)定價Psychologicalpricing一檔二檔三檔四檔15.35元16.7元24.8元29.9元體現(xiàn)品質(zhì)差別，顧客感到賣方認(rèn)真負(fù)責(zé)心理定價法——分檔定價Psychologicalpricing名牌產(chǎn)品或名牌企業(yè)高價值產(chǎn)品3000元9999元168元588元購買它可以顯示消費者身份，高價格，高身份心理定價法——聲望定價Psychologicalpricing老板，啤酒多少錢一扎啤酒每扎4.5元老規(guī)矩，與原來一樣心理定價法——習(xí)慣定價Psychologicalpricing快來買啦！大減價了原價：149元現(xiàn)價：38元這么便宜？心理定價法——招徠定價PsychologicalpricingDiscussionScenario

Anewsportsbarandgrillsellsvarioustypesofburgers,sandwiches,andappetizers.Allappetizers,burgers,andsandwichesarepricedat$4.00,whileplatters(whichincludeasoftdrink,friesandcoleslaw)arepricedat$6.00.

Critiquethepricingprocedureusedbythisrestaurant.Whatchangeswouldyourrecommend?12.2AdaptingthePriceGeographicalPricingPricediscountsandallowancesPromotionalpricingDiscriminatorypriceProduct-mixpriceGeographicalPricingBarterOffsetCompensationDealBuybackArrangement

Trade-in

AllowancesPromotional

AllowancesPriceDiscountsandAllowancesQuantity

Discounts

Seasonal

DiscountsCash

Discounts

Functional

Discounts

AdaptingthePriceWhattypeofdiscountsorallowancesarebeingusedbyCardsDirect?AdaptingthePriceLongerPaymentTermsLoss-Leader

PricingLowInterest

FinancingWarrantiesand

ServiceContractsPsychological

DiscountingCash

RebatesSpecialEvent

PricingPromotional

Pricing

Tactics本店特價基圍蝦28元/斤犧牲品定價小海南海鮮大酒樓有沒有搞錯，老板賺什么錢促銷定價（1）樓上樓海鮮螃蟹38元/斤每座只供應(yīng)半斤長安奧托2萬元/輛只有1輛且已被人訂購錦官新城電梯公寓2480元/平方米只有2套春天百貨服裝2折起只有2種式樣購物優(yōu)惠半價買手機只買給前50名海信21寸彩電震撼價998元/臺只買200臺資料：犧牲品定價中的限量供應(yīng)彩電春節(jié)大優(yōu)惠原價1300元現(xiàn)價1100元特別事件定價促銷定價（2）特大優(yōu)惠本商店商品一律買100元送10元現(xiàn)金回扣華聯(lián)商廈促銷定價（3）沒關(guān)系，我們可以給你提供一定貸款低息貸款我想要這房，但我的錢不夠促銷定價（4）大減價大出血原價：49元現(xiàn)價：18元快來買啦！大減價了原價49心理定價促銷定價（5）DiscriminatoryPricingTacticsCustomerSegmentPricingProduct-FormPricingLocationPricingChannelPricingImagePricingTimePricing顧客細(xì)分定價工業(yè)用電農(nóng)業(yè)用電事業(yè)單位用電居民用電娛樂、餐飲用電城市照明差別定價（1）產(chǎn)品式樣定價價格：98元價格：48元裝有調(diào)光開關(guān)成本15元普通開關(guān)成本5元價格與各自成本不成比例差別定價（2）78元198元形象定價瀘州老窖瀘州老窖水晶瓶普通瓶差別定價（3）2001甲A聯(lián)賽四川全興——大連萬達特區(qū)：160元甲區(qū)：120元乙區(qū)：40元丙區(qū)：20元地點定價差別定價（4）明仕保齡球館上午：5元/局下午：8元/局晚上：15元/局時間定價差別定價（5）按顧客一般人、教師、學(xué)生、軍人、團體、兒童按時間早班、晚班、首航、寒暑假、節(jié)假日按檔次特等艙、普通艙、包機按距離單程、來回程、聯(lián)程、按出票時間預(yù)購、既購民航的差別定價AdaptingthePricePricediscriminationworkswhen:MarketsegmentsshowdifferentintensitiesofdemandConsumersinlower-pricesegmentscannotreselltohigher-pricesegmentsCompetitorscannotundersellthefirminhigher-pricesegmentsCostofsegmentingandpolicingthemarketdoesnotexceedextrarevenueProduct-MixPricingTacticsOptional-FeaturePricingCaptive-ProductPricingProduct-BundlePricingProduct-LinePricingBy-ProductPricingTwo-PartPricing

長虹14“長虹18”長虹21“長虹25”長虹29長虹34”980元1300元1588元2289元3988元7898元產(chǎn)品線定價價格等級不同尺寸的成本差異顧客對不同尺寸的評價競爭對手的價格等級價格等級產(chǎn)品組合定價（1）喝酒，點菜，面不算錢選購商品定價那就來碗面吧！不行，光吃面2.5元二兩產(chǎn)品組合定價（2）打印機850元墨盒249元我不打算在打印機上賺錢，我主要在墨盒上賺錢附帶產(chǎn)品定價產(chǎn)品組合定價（3）手機費用固定費用購置費：2200元/部入網(wǎng)費：200元座機費：50元/月變動費用通話費：0.4/分鐘兩部分定價產(chǎn)品組合定價（4）12元/本你這紙怎么賣得這么貴？我把環(huán)保費用也算進去了副產(chǎn)品定價產(chǎn)品組合定價（5）如果你在我們這里購買全套的話，我們可以給你優(yōu)惠老板，你們的音響有沒有優(yōu)惠組合定價產(chǎn)品組合定價（6）13.3.InitiatingandResponding

toPriceChangesStrategicOptionsRaisepriceandraiseperceivedqualityMaintainpriceandperceivedquality;prunesomeclientsPartiallycutpriceandraiseperceivedqualityFullycutpriceandmaintainperceivedqualityMaintainpriceandreduceperceivedqualityIntroduceeconomymodelInitiatingandResponding

toPriceChangesKeyConsiderationsInitiatingpricecutsInitiatingpriceincreasesReactionstopricechangesRespondingtocompetitor’spricechangesCircumstancesleadingtopricecuts:ExcessplantcapacityDecliningmarketshareAttempttodominatethemarketvialowercostsPricecuttingtraps:Price/qualityperceptionsLowpricesdon’tcreatemarketloyaltyCompetitionmaymatchorbeatpricecutsInitiatingandResponding

toPriceChangesKeyConsiderationsInitiatingpricecutsInitiatingpriceincreasesReactionstopricechangesRespondingtocompet