清华大学 英文版市场营销第十一章作业参考

Discussing the Concepts

1.What market conditions would discourage a company from using a

penetration-pricing strategy to enter a market?

Question objective: To highlight a new-product pricing

strategy—market penetration pricing.

Several conditions must be met for this low-price strategy to work.

∙First, the market must be highly price sensitive so that a low price produces more market growth.

∙Second, production and distribution costs must fall as sales volume increases.

∙Finally, the low price must help keep out the competition, and the penetration pricer must maintain its low-price position—otherwise,

the price advantage may be only temporary.”

2.Automobile companies use optional-product pricing. In what other product

categories do companies use this pricing strategy?

Question objective: To highlight a product mix pricing

strategy—optional-product pricing.

Almost any durable good* would have optional-product pricing:

∙PCs

∙Furniture

∙Appliances

∙Home

∙Jewelry

∙Aircraft

* A durable good is a product that has a life of three years or greater.

3.The chapter mentions “2/10, net 30” as an example of a cash discount given to

reward customers for prompt payment, and “$10 per unit for less than 100 units, $9 per unit for 100 or more units,” as an example of a quantity discount.

Name and explain five other discounts or allowances commonly given in buyers.

Question objective: To become familiar with many of the discounts

available to buyers.

Additional discounts given to buyers:

1.Functional (trade) discount—is offered to trade-channel members

who perform certain functions, such as selling, storing, and record

keeping.

2.Seasonal discount—is a price reduction to buyers who buy

merchandise or services out of season.

3.Forward discount—is where the customer does not pay for the

goods until well after they are received

4.Trade-in allowance—is a price reduction given for turning in an

old item when buying a new one.

5.Promotional allowance—is a payment or price reduction to reward

dealers for participating in advertising and sales support

programs.

4.Psychological pricing is a pricing-adjustment strategy often used by retailers.

Explain this pricing strategy. How it is tied to the concept of reference prices?

Question objective: Gain a deeper understanding of psychological

pricing and reference price.

Psychological pricing is an approach that considers the psychology of

prices and not simply the economics; the price is used to say something

about the product.

Reference prices are a form of psychological pricing. They are prices

that consumers carry in their mind and refer to when looking at a

given product. Reference prices may be formed by noting current

prices, remembering past prices, or assessing the buying situation.

Sellers can influence reference prices.

Applying the Concepts

1.Promotional pricing generates a sense of urgency and excitement. However,

recognizing the dangers of this pricing approach, your boss has requested you to design an alternative pricing strategy that will generate the greater long-term sales and customer loyalty. What pricing strategy do you recommend? Will this strategy work as well as promotional pricing in the short term? Explain.

Question objective: Highlight the concept of value pricing and an

alternative to constant promotional discounts.

I doubt that many retailers will ever get away from promotional

pricing entirely, but an every day low price pricing strategy would be

an approach.