1、2000 Prentice Hall2000 Prentice Hall2000 Prentice HallPriceHigh MediumLowHighLow Product QualityMedPremium Value Medium ValueEconomyOverchargingRip-OffFalse EconomyHigh ValueSuperValueGood-Value2000 Prentice Hall1.Selecting the pricingobjective2.Determining demand3.Estimating costs4.Analyzing compet
2、itorscosts,prices,and offers5.Selecting a pricingmethod6.Selecting final price2000 Prentice HallTotal 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 va
3、rydirectly with the level of production.Raw materials2000 Prentice HallCostsCompetitorsprices andprices ofsubstitutesCustomersassessmentof uniqueproductfeaturesLow PriceNo possibleprofit atthis priceHigh PriceNo possibledemand atthis price2000 Prentice Hall2000 Prentice Hall2000 Prentice Hall2000 Pr
4、entice HallA32 oz.$2.19B26 oz.$1.99Assume Equal Quality2000 Prentice HallTimeProduct-formCustomer SegmentLocation2000 Prentice HallHas competitorcut his price?Hold our priceat present level;continue to watchcompetitorspriceIs the pricelikely tosignificantlyhurt our sales?Is it likely to bea permanentprice cut?By more than 4%Drop price tocompetitorspriceBy 2-4%Drop price byhalf of thecompetitorsprice cutHow much hashis price beencut?By less than 2%Include acents-off couponfor the nextpurchase
