市场营销学双语课件汇总(ppt 106页)6
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Objectives
Setting the Price Adapting the Price Initiating & Responding to Price Changes
Types of Costs
Fixed Costs (Overhead) Costs that don’t vary with sales or production levels.
Value Example: Caterpillar Tractor is $100,000 vs. Market
$90,000 $90,000 if equal
7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits $10,000 discount!
Executive Salaries Rent
Variable Costs
Costs that do vary directly with the level of production.
Raw materials
Total Costs Sum of the Fixed and Variable Costs for a Given
Some important pricing definitions
Utility: The attribute that makes it capable of want satisfaction
Value: The worth in terms of other products
Price: The monetary medium of exchange.
Level of Production
wk.baidu.com
Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
Psychological Pricing
A 32 oz.
$2.19
B 26 oz.
$1.99
Assume Equal Quality
Most Attractive?
Better Value?
Psychological reason to price this way?
Discriminatory Pricing
Customer Segment Product-form Location Time
Setting the Price Adapting the Price Initiating & Responding to Price Changes
Types of Costs
Fixed Costs (Overhead) Costs that don’t vary with sales or production levels.
Value Example: Caterpillar Tractor is $100,000 vs. Market
$90,000 $90,000 if equal
7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits $10,000 discount!
Executive Salaries Rent
Variable Costs
Costs that do vary directly with the level of production.
Raw materials
Total Costs Sum of the Fixed and Variable Costs for a Given
Some important pricing definitions
Utility: The attribute that makes it capable of want satisfaction
Value: The worth in terms of other products
Price: The monetary medium of exchange.
Level of Production
wk.baidu.com
Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
Psychological Pricing
A 32 oz.
$2.19
B 26 oz.
$1.99
Assume Equal Quality
Most Attractive?
Better Value?
Psychological reason to price this way?
Discriminatory Pricing
Customer Segment Product-form Location Time