销售：管理有利润的客户关系12.ppt

销售：管理有利润的客户关系12.ppt

《销售：管理有利润的客户关系12.ppt》由会员分享，可在线阅读，更多相关《销售：管理有利润的客户关系12.ppt（22页珍藏版）》请在冰点文库上搜索。

PricingStrategiesPricingStrategiesChapter12Chapter1212-2ObjectivesLearnthemajorstrategiesforLearnthemajorstrategiesforpricingimitativeandnewproducts.pricingimitativeandnewproducts.UnderstandhowcompaniesfindaUnderstandhowcompaniesfindasetofpricesthatmaximizesthesetofpricesthatmaximizestheprofitsfromthetotalproductmix.profitsfromthetotalproductmix.12-3ObjectivesLearnhowcompaniesadjustLearnhowcompaniesadjusttheirpricestotakeintoaccounttheirpricestotakeintoaccountdifferenttypesofcustomersanddifferenttypesofcustomersandsituations.situations.KnowthekeyissuesrelatedtoKnowthekeyissuesrelatedtoinitiatingandrespondingtopriceinitiatingandrespondingtopricechanges.changes.12-4Priceis#1factorPriceis#1factorinfluencingchoiceinfluencingchoiceofcellularofcellularcompaniescompaniesPricesinwirelessPricesinwirelessindustrydroppedindustrydropped25%inthree25%inthreeyearsyearsFewcompaniesFewcompanieswereprofitablewereprofitablemLifeadcampaignmLifeadcampaignattemptedtobuildattemptedtobuildtheAT&TwirelesstheAT&TwirelessbrandsoconsumersbrandsoconsumerswouldconsiderwouldconsidervalueratherthanvalueratherthanjustpricejustpriceCampaignmetwithCampaignmetwithstronginitialstronginitialsuccesssuccessmLife:

AT&TWirelessmLife:

AT&TWirelessCaseStudy12-5DefinitionsMarket-SkimmingPricingMarket-SkimmingPricingSettingahighpriceforanewproducttoSettingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerskimmaximumrevenueslayerbylayerfromsegmentswillingtopaythehighfromsegmentswillingtopaythehighprice.price.Market-PenetrationPricingMarket-PenetrationPricingSettingalowpriceforanewproductinSettingalowpriceforanewproductinordertoattractalargenumberofbuyersordertoattractalargenumberofbuyersandalargemarketshare.andalargemarketshare.12-6ProductLinePricingProductLinePricingSettingpricestepsbetweenproductlineSettingpricestepsbetweenproductlineitems.items.PricepointsPricepointsOptional-ProductPricingOptional-ProductPricingPricingoptionaloraccessoryproductsPricingoptionaloraccessoryproductssoldwiththemainproductsoldwiththemainproductProductMixPricingStrategies12-7Captive-ProductPricingCaptive-ProductPricingPricingproductsthatmustbeusedPricingproductsthatmustbeusedwiththemainproductwiththemainproductHighmarginsareoftensetforsuppliesHighmarginsareoftensetforsuppliesServices:

two-partpricingstrategyServices:

two-partpricingstrategyFixedfeeplusavariableusagerateFixedfeeplusavariableusagerateProductMixPricingStrategies12-8By-ProductPricingBy-ProductPricingPricinglow-valueby-productstogetPricinglow-valueby-productstogetridofthemridofthemProductBundlePricingProductBundlePricingPricingbundlesofproductssoldPricingbundlesofproductssoldtogethertogetherProductMixPricingStrategies12-9PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalTypesofdiscountsTypesofdiscountsCashdiscountCashdiscountQuantitydiscountQuantitydiscountFunctional（trade）discountFunctional（trade）discountSeasonaldiscountSeasonaldiscountAllowancesAllowancesTrade-inallowancesTrade-inallowancesPromotionalallowancesPromotionalallowancesStrategiesStrategies12-10PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalTypesofsegmentedTypesofsegmentedpricingstrategies:

pricingstrategies:

Customer-segmentCustomer-segmentProduct-formpricingProduct-formpricingLocationpricingLocationpricingTimepricingTimepricingAlsocalledrevenueorAlsocalledrevenueoryieldmanagementyieldmanagementCertainconditionsmustCertainconditionsmustexistforsegmentedexistforsegmentedpricingtobeeffectivepricingtobeeffectiveStrategiesStrategies12-11ConditionsNecessaryforConditionsNecessaryforSegmentedPricingEffectivenessSegmentedPricingEffectivenessPriceAdjustmentStrategiesMarketissegmentableMarketissegmentableLowerpricedLowerpricedsegmentsarenotablesegmentsarenotabletoreselltoresellCompetitorscannotCompetitorscannotundersellsegmentsundersellsegmentscharginghigherpricescharginghigherpricesPricingmustbelegalPricingmustbelegalCostsofsegmentationcanCostsofsegmentationcannotexceedrevenuesearnednotexceedrevenuesearnedSegmentedpricingmustSegmentedpricingmustreflectrealdifferencesinreflectrealdifferencesincustomersperceivedvaluecustomersperceivedvalue12-12PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalThepriceisusedtosayThepriceisusedtosaysomethingaboutthesomethingabouttheproduct.product.Price-qualityrelationshipPrice-qualityrelationshipReferencepricesReferencepricesDifferencesassmallasDifferencesassmallasfivecentscanbefivecentscanbeimportantimportantNumericdigitsmayhaveNumericdigitsmayhavesymbolicandvisualsymbolicandvisualqualitiesthatqualitiesthatpsychologicallyinfluencepsychologicallyinfluencethebuyerthebuyerStrategiesStrategies12-13PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalTemporarilypricingTemporarilypricingproductsbelowthelistproductsbelowthelistpriceorevenbelowcostpriceorevenbelowcostLossleadersLossleadersSpecial-eventpricingSpecial-eventpricingCashrebatesCashrebatesLow-interestfinancing,Low-interestfinancing,longerwarranties,freelongerwarranties,freemaintenancemaintenancePromotionalpricingcanPromotionalpricingcanhaveadverseeffectshaveadverseeffectsStrategiesStrategies12-14PromotionalPricingProblemsPromotionalPricingProblemsPriceAdjustmentStrategiesEasilycopiedbyEasilycopiedbycompetitorscompetitorsCreatesdeal-proneCreatesdeal-proneconsumersconsumersMayerodebrandsMayerodebrandsvaluevalueNotalegitimatesubstituteNotalegitimatesubstituteforeffectivestrategicforeffectivestrategicplanningplanningFrequentuseleadstoFrequentuseleadstoindustrypricewarswhichindustrypricewarswhichbenefitfewfirmsbenefitfewfirms12-15PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalTypesofgeographicTypesofgeographicpricingstrategies:

pricingstrategies:

FOB-originpricingFOB-originpricingUniform-deliveredUniform-deliveredpricingpricingZonepricingZonepricingBasing-pointpricingBasing-pointpricingFreight-absorptionFreight-absorptionpricingpricingStrategiesStrategies12-16PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalPriceschargedinaPriceschargedinaspecificcountrydependspecificcountrydependonmanyfactorsonmanyfactorsEconomicconditionsEconomicconditionsCompetitivesituationCompetitivesituationLaws/regulationsLaws/regulationsDistributionsystemDistributionsystemConsumerperceptionsConsumerperceptionsCostconsiderationsCostconsiderationsStrategiesStrategies12-17InitiatingPriceCutsisDesirableInitiatingPriceCutsisDesirableWhenaFirm:

WhenaFirm:

HasexcesscapacityHasexcesscapacityFacesfallingmarketshareduetoFacesfallingmarketshareduetopricecompetitionpricecompetitionDesirestobeamarketshareleaderDesirestobeamarketshareleaderPriceChanges12-18PriceIncreasesareDesirable:

PriceIncreasesareDesirable:

Ifafirmcanincreaseprofit,facescostIfafirmcanincreaseprofit,facescostinflation,orfacesgreaterdemandthaninflation,orfacesgreaterdemandthancanbesupplied.canbesupplied.MethodsofIncreasingPriceMethodsofIncreasingPriceAlternativestoIncreasingPriceAlternativestoIncreasingPriceReducingproductsize,usinglessReducingproductsize,usinglessexpensivematerials,unbundlingtheexpensivematerials,unbundlingtheproduct.product.PriceChanges12-19BuyerreactionstopricechangesmustBuyerreactionstopricechangesmustbeconsidered.beconsidered.CompetitorsaremorelikelytoreacttoCompetitorsaremorelikelytoreacttopricechangesundercertainpricechangesundercertainconditions.conditions.NumberoffirmsissmallNumberoffirmsissmallProductisuniformProductisuniformBuyersarewellinformedBuyersarewellinformedPriceChanges12-20RespondToPriceChangesOnlyIf:

RespondToPriceChangesOnlyIf:

Marketshare/profitswillbenegativelyMarketshare/profitswillbenegativelyaffectedifnothingischanged.affectedifnothingischanged.Effectiveactioncanbetaken:

Effectiveactioncanbetaken:

ReducingpriceReducingpriceRaisingperceivedqualityRaisingperceivedqualityImprovingqualityandincreasingpriceImprovingqualityandincreasingpriceLaunchinglow-price“fightingbrand”Launchinglow-price“fightingbrand”PriceChanges12-21PricingPricingwithinwithinChannelLevelsChannelLevelsPrice-fixingPrice-fixingCompetitorscannotworkwitheachotherCompetitorscannotworkwitheachothertosetpricestosetpricesPredatorypricingPredatorypricingFirmsmaynotsellbelowcostwiththeFirmsmaynotsellbelowcostwiththeintentionofpunishingacompetitororgainingintentionofpunishingacompetitororgaininghigherlong-runprofitsorrunningacompetitorhig