Chapter13PricingStrategies 1 Chapter13 •Skip:–Robinson-PatmanAct(p.372-373)–Unfair-PracticesActs(p.378)2 PRICEVSNONPRICECOMPETITION •PriceCompetition–PriceCompetition–priceaslowaspossibleandaccompaniedbyaminimumofservices(competeonprice).–Valuepricing-aimstoimproveaproduct’svaluewhichistheratioofits...
pricing_strategy 定价策略 PricingStrategies PricingStrategies 1.SkimmingStrategy2.PenetrationStrategy3.LossLeaderStrategy4.OddPricingStrategy5.PriceLiningStrategy6.Cost-PlusPricingStrategy...MarketSkimming Highprice,LowvolumesSkimtheprofitfromthemarket Suitableforprod...
Product Mix Strategies Involve adjusting prices to maximize the profitability for a group of products rather than on just one item. One product may have a small profit margin while another may be high, balancing the effect of the lower priced one. Product Mix Strategies Price Lining – offers ...
Chapter10:PricingStrategiesfortheFirm ©2005PrenticeHall,Inc.10.1 MarkupPricing ▪Firmsestablishproductioncosts,thenapplyamarkuptotheaveragecosttodetermineprice ▪Markuppricingisconsideredameansofdealingwithuncertaintyindemandestimation ▪Applyinguniformmarkuptoallproductswouldnotbeprofitmaximizingstrategy ©2005...
Pricing Strategies PricingStrategies Pricing Isgovernedbothbyartandscience.Requiresbalancingamultitudeofcomplexforces.Cutsacrosseveryaspectofasmallcompany.Isanimportantsignalofaproduct’sorservice’svaluetocustomers.Involvesbothmathandpsychology.PriceConveysImage Pricesends...
© 2002 Pearson Education Canada Inc New Product Pricing Strategies: Market Skimming Pricing Setting a high price to skim maximum revenues layer by layer from segments willing to pay the high price, the company makes fewer but more profitable sales Favourable conditions: –Image and quality must ...
差别定价策略SegmentedPricingStrategies 市场营销学 2018/10/27 第一章 市场营销学概述 市场营销 第一节 一、市场营销的含义 市场营销(marketing)是指对创意、产品和服务的构思、定价、分销和促销进行计划和执行的过程，旨在创造满足个人和组织目标的交换。（美国市场营销协会，1985）市场营销不同于推销，表现在两个...
SkillTraining8.1Canyougivesomeexamplesofthe productsthatusethecost-basedpricing,market-orientatedpricingandcompetitionorientatedpricing?Canyouexplainwhytheyhavetousethesepricingapproaches?IIIDevelopingPricingStrategiesinInternationalMarketing1.DevelopingthePricingStrategiesfor ExistingProducts 1.1PriceUnchanged LookatMini-...
MARKETINGMANAGEMENT12thedition 14DevelopingPricing StrategiesandPrograms Kotler Keller ChapterQuestions Howdoconsumersprocessandevaluateprices?Howshouldacompanysetpricesinitiallyfor productsorservices?Howshouldacompanyadaptpricestomeet varyingcircumstancesandopportunities?Whenshouldacompanyinitiateapricechange?Howshouldacompany...
TaskEightTaskEight InternationalPricing Strategies IPricingConsiderationsforIPricingConsiderationsfor InternationalMarketingInternationalMarketing 1.ImportanceofPricinginInternational Marketing First,priceisthebridgeconnectinga company’sexpenseswithitsrevenues. Second,pricecanserveasanindicatorofa product’svalue. 2.Factors...