市场营销-期末2-pricing-课件1.ppt

1、LOGO世纪商务英语阅读教程（专业篇）DUTPMarketing PrinciplesBIVES北京国际职业教育学校北京国际职业教育学校LOGO世纪商务英语阅读教程（专业篇）DUTPMarketing PrinciplesBIVES北京国际职业教育学校北京国际职业教育学校vTask three:explain how prices are set to reflect an organizations objectives and market conditions http:/大连理工大学电子音像出版社一.What is pricing二.Procedures for Setting the

2、 Price The main contents of this chapter http:/大连理工大学电子音像出版社What is Price?vNarrowly defined,price is the amount of money charged for a product or service.http:/大连理工大学电子音像出版社What is Price?vPrice is one of the most important elements determining a firms market share and profitability.vIf a price is to

3、o high in the minds of consumers,sales will be lost.If a price is too low,revenues may not meet the companys goals for return on investment.vPrice is also one the most flexible elements of the marketing mix and can be changed quickly.http:/大连理工大学电子音像出版社1.Selecting the pricingobjective2.Determining d

4、emand3.Estimating costs4.Analyzing competitorscosts,prices,and offers5.Selecting a pricingmethod6.Selecting final price二.Procedures for Setting the Pricehttp:/大连理工大学电子音像出版社Setting the PricePricing Procedurev Select pricing objectivev Determine demandv Estimate costsv Analyze competitionv Select pric

5、ing methodv Select final pricev Survivalv Maximize current profits skimming strategyv Maximize market share Penetration strategyv Product quality leadershttp:/大连理工大学电子音像出版社vSurvival -Feature:the profit earned under this price can only make up daily expenditure(pay+raw material),it is a temporary way

6、,because in a long run,the consumption of the fixed cost cant be make up -Situation:consumer dont know your product,or the product is unmarketable.http:/大连理工大学电子音像出版社vMaximize current profits -Feature:set high price and gain profit quickly -Situation:demand is larger than supply,or the product is ma

7、rketablehttp:/大连理工大学电子音像出版社vMaximize market share-Feature:Penetration strategy:set low price -Situation:the company must have the ability of doing mass productionhttp:/大连理工大学电子音像出版社vProduct quality leaders -Feature:set high price,high price can gain high quality and high profit -Situation:the compan

8、y has a high reputation in the heart of consumerhttp:/大连理工大学电子音像出版社Setting the PricePricing Procedurev Select pricing objectivev Determine demandv Estimate costsv Analyze competitionv Select pricing methodv Select final pricev Estimate demand curvesv Understand price elasticity of demand Elasticity

9、Inelasticityhttp:/大连理工大学电子音像出版社vEstimate demand curves -law of demand:when all other conditions are unchanged,P Q and vice verse -the price of the product is determined by the value of this product,and the price will be flunked affected by the supply and demand.-The demand decide the upper level of

10、the pricehttp:/大连理工大学电子音像出版社PQ0http:/大连理工大学电子音像出版社 -Price elasticity of demand 需求价格弹性 formula:E(弹性系数）:Percentage change in the quantity demanded/percentage change in pricehttp:/大连理工大学电子音像出版社 E 1 elasticity company cant change price or decrease the price eg:luxury goods E 1 inelasticity company can i

11、ncrease priceEg:necessities:salthttp:/大连理工大学电子音像出版社Setting the PricePricing Procedurev Select pricing objectivev Determine demandv Estimate costsv Analyze competitionv Select pricing methodv Select final pricev Types of costs and levels of production must be consideredhttp:/大连理工大学电子音像出版社Types of Cos

12、tsTotal CostsSum of the Fixed and Variable Costs for a Given Level of ProductionFixed Costs(Overhead)Costs that dontvary with sales or production levels.Executive SalariesRent Variable CostsCosts that do varydirectly with the level of production.Raw materialshttp:/大连理工大学电子音像出版社vTotal cost=fixed cost

13、+variable cost vAverage cost=Total cost/total outputv so the presumption of gaining profit is that:the price cant be lower than the average cost.v The cost decide the lower level of the pricehttp:/大连理工大学电子音像出版社Setting the PricePricing Procedurev Select pricing objectivev Determine demandv Estimate c

14、ostsv Analyze competitionv Select pricing methodv Select final pricev Firms must analyze the competition with respect to:Costs Prices Quality Possible price reactions(why,temporary?etc)http:/大连理工大学电子音像出版社Setting the PricePricing Procedurev Select pricing objectivev Determine demandv Estimate costsv

15、Analyze competitionv Select pricing methodv Select final pricev Select method of Price-setting Markup pricing Perceived-value pricing Going-rate pricing Auction-type pricinghttp:/大连理工大学电子音像出版社计算公式计算公式 单位成本单位成本定价定价=1预计利润预计利润A:Markup pricing 成本加成定价法价格=成本+适当的百分比作为利润Example：P352 http:/大连理工大学电子音像出版社这是件宝物

16、，这是件宝物，你认为它值多少？你认为它值多少？底价底价1万元万元我认为它值我认为它值3万，万，你愿意卖吗？你愿意卖吗？发了！发了！净赚净赚2万万B:Perceived Value Pricing认知价值定价法http:/大连理工大学电子音像出版社 -More and more company realized that the key of setting the price is not on the cost of the sellers product but the perceive of the consumer on the product -the customer judge

17、the price of the product according to their experience -the key of this method is to be sure correctly the perceive of the consumer on this producthttp:/大连理工大学电子音像出版社C:Going-Rate Pricing 通行价格定价法 vBases its price largely on competitors pricevFollow the leadervThe method is used when the product diffe

18、rentiation is small or the company wants to coexist harmoniously with competitors vDanger exists:the lower of the competitors price may lead to the follower fall into the plighthttp:/大连理工大学电子音像出版社老板，老板，A公司公司的定价是的定价是20元元B 公司是公司是25元元我们就我们就订订23元吧元吧通行价格通行价格定价策略定价策略http:/大连理工大学电子音像出版社Setting the PricePri

19、cing Procedurev Select pricing objectivev Determine demandv Estimate costsv Analyze competitionv Select pricing methodv Select final pricev Requires consideration of additional factors:Psychological pricing Promotional pricing Discriminatory Pricinghttp:/大连理工大学电子音像出版社9.97元元9.94元元美国人喜欢奇数美国人喜欢奇数日本人喜欢偶

20、数日本人喜欢偶数标价精确给人以信赖感标价精确给人以信赖感低价值商品低价值商品9.98元元中国人喜欢中国人喜欢8和和6心理心理定价法定价法零头零头定价定价Psychological pricinghttp:/大连理工大学电子音像出版社一档一档 二档二档 三档三档 四档四档 15.35元元 16.7元元 24.8元元 29.9元元体现品质差别，顾客感到卖方认真负责体现品质差别，顾客感到卖方认真负责心理心理定价法定价法分档分档定价定价Psychological pricinghttp:/大连理工大学电子音像出版社名牌产品或名牌企业名牌产品或名牌企业高价值产品高价值产品3000元元9999元元168元

21、元588元元购买它可以显示消费者身份，高价格，高身份购买它可以显示消费者身份，高价格，高身份心理心理定价法定价法声望声望定价定价Psychological pricinghttp:/大连理工大学电子音像出版社老板，老板，啤酒多少钱一扎啤酒多少钱一扎啤酒每扎啤酒每扎 4.5元元老规矩，老规矩，与原来一样与原来一样心理心理定价法定价法习惯习惯定价定价Psychological pricinghttp:/大连理工大学电子音像出版社快来买啦！快来买啦！大减价了大减价了原价：原价：149元元现价：现价：38元元这么便宜？这么便宜？心理心理定价法定价法招徕招徕定价定价Psychological prici

22、nghttp:/大连理工大学电子音像出版社促销促销定价定价 Promotional pricinghttp:/大连理工大学电子音像出版社本店特价本店特价基围虾基围虾28元元/斤斤牺牲品定价牺牲品定价小海南海鲜大酒楼小海南海鲜大酒楼有没有搞错，有没有搞错，老板赚什么钱老板赚什么钱促销促销定价（定价（1）http:/大连理工大学电子音像出版社楼上楼海鲜螃蟹楼上楼海鲜螃蟹 3838元元/斤斤每座只供应半斤每座只供应半斤长安奥托长安奥托 2 2万元万元/辆辆只有只有1 1辆且已被人订购辆且已被人订购锦官新城电梯公寓锦官新城电梯公寓 24802480元元/平方米平方米只有只有2 2套套春天百货服装春天百

23、货服装 2 2折起折起只有只有2 2种式样种式样购物优惠购物优惠 半价买手机半价买手机只买给前只买给前5050名名海信海信2121寸彩电震撼价寸彩电震撼价 998998元元/台台只买只买200200台台资料：牺牲品定价中的限量供应资料：牺牲品定价中的限量供应http:/大连理工大学电子音像出版社 彩电彩电春节大优惠春节大优惠原价原价 1300元元现价现价 1100元元特别事件定价特别事件定价促销促销定价（定价（2）http:/大连理工大学电子音像出版社特大优惠特大优惠本商店商品本商店商品一律买一律买100元元送送10元元现金回扣现金回扣华联商厦华联商厦促销促销定价（定价（3）http:/大连理

24、工大学电子音像出版社没关系，没关系，我们可以帮你在银行我们可以帮你在银行贷款贷款低息贷款低息贷款我想要买房，我想要买房，但我的钱不够但我的钱不够促销促销定价（定价（4）http:/大连理工大学电子音像出版社差别差别定价定价 Discriminatory Pricing http:/大连理工大学电子音像出版社顾客细分定价顾客细分定价工业用电工业用电农业用电农业用电事业单位用电事业单位用电居民用电居民用电娱乐、餐饮用电娱乐、餐饮用电城市照明城市照明差别差别定价（定价（1）http:/大连理工大学电子音像出版社产品式样定价产品式样定价价格：价格：98元元价格：价格：48元元装有调光开关装有调光开关成

25、本成本15元元普通开关普通开关成本成本5元元差别差别定价（定价（2）http:/大连理工大学电子音像出版社78元元198元元形象定价形象定价泸泸州州老老窖窖泸泸州州老老窖窖水水晶晶瓶瓶普普通通瓶瓶差别差别定价（定价（3）http:/大连理工大学电子音像出版社20012001甲甲A A联赛联赛四川全兴四川全兴大连万达大连万达特区：特区：160元元甲区：甲区：120元元乙区：乙区：40元元丙区：丙区：20元元地点定价地点定价差别差别定价（定价（4）http:/大连理工大学电子音像出版社明仕保龄球馆明仕保龄球馆上午：上午：5元元/局局下午：下午：8元元/局局晚上：晚上：15元元/局局时间定价时间定价差别差别定价（定价（5）http:/大连理工大学电子音像出版社按顾客按顾客一般人、教师、学生、军人、团体、儿童一般人、教师、学生、军人、团体、儿童按时间按时间早班、晚班、首航、寒暑假、节假日早班、晚班、首航、寒暑假、节假日按档次按档次特等舱、普通舱、包机特等舱、普通舱、包机按距离按距离单程、来回程、联程、单程、来回程、联程、按出票时间按出票时间预购、既购预购、既购民航的民航的差别差别定价定价LOGO世纪商务英语阅读教程（专业篇）DUTPMarketing PrinciplesBIVES北京国际职业教育学校北京国际职业教育学校