销售：管理有利润的客户关系12PPT格式课件下载.ppt

销售：管理有利润的客户关系12PPT格式课件下载.ppt

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PricingStrategiesChapter12ObjectivesLearnthemajorstrategiesforpricingimitativeandnewproducts.Understandhowcompaniesfindasetofpricesthatmaximizestheprofitsfromthetotalproductmix.1ObjectivesLearnhowcompaniesadjusttheirpricestotakeintoaccountdifferenttypesofcustomersandsituations.Knowthekeyissuesrelatedtoinitiatingandrespondingtopricechanges.2Priceis#1factorPriceis#1factorPriceis#1factorPriceis#1factorinfluencingchoiceofinfluencingchoiceofinfluencingchoiceofinfluencingchoiceofcellularcompaniescellularcompaniescellularcompaniescellularcompaniesPricesinwirelessPricesinwirelessPricesinwirelessPricesinwirelessindustrydroppedindustrydroppedindustrydroppedindustrydropped25%inthreeyears25%inthreeyears25%inthreeyears25%inthreeyearsFewcompanieswereFewcompanieswereFewcompanieswereFewcompanieswereprofitableprofitableprofitableprofitablemLifemLifemLifemLifeadcampaignadcampaignadcampaignadcampaignattemptedtobuildtheattemptedtobuildtheattemptedtobuildtheattemptedtobuildtheAT&@#@TwirelessbrandAT&@#@TwirelessbrandAT&@#@TwirelessbrandAT&@#@TwirelessbrandsoconsumerswouldsoconsumerswouldsoconsumerswouldsoconsumerswouldconsidervalueratherconsidervalueratherconsidervalueratherconsidervalueratherthanjustpricethanjustpricethanjustpricethanjustpriceCampaignmetwithCampaignmetwithCampaignmetwithCampaignmetwithstronginitialsuccessstronginitialsuccessstronginitialsuccessstronginitialsuccessmLife:

@#@AT&@#@TWirelessCaseStudy3DefinitionsMarket-SkimmingPricingSettingahighpriceforanewproducttoSettingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromskimmaximumrevenueslayerbylayerfromsegmentswillingtopaythehighprice.segmentswillingtopaythehighprice.Market-PenetrationPricingSettingalowpriceforanewproductinSettingalowpriceforanewproductinordertoattractalargenumberofbuyersordertoattractalargenumberofbuyersandalargemarketshare.andalargemarketshare.4ProductLinePricingSettingpricestepsbetweenproductlineSettingpricestepsbetweenproductlineitems.items.vvPricepointsPricepointsOptional-ProductPricingPricingoptionaloraccessoryproductssoldPricingoptionaloraccessoryproductssoldwiththemainproductwiththemainproductProductMixPricingStrategies5Captive-ProductPricingPricingproductsthatmustbeusedwiththemainproductvvHighmarginsareoftensetforsuppliesHighmarginsareoftensetforsuppliesServices:

@#@two-partpricingstrategyvvFixedfeeplusavariableusagerateFixedfeeplusavariableusagerateProductMixPricingStrategies6By-ProductPricingPricinglow-valueby-productstogetridofthemProductBundlePricingPricingbundlesofproductssoldtogetherProductMixPricingStrategies7PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalTypesofdiscountsTypesofdiscountsCashdiscountCashdiscountQuantitydiscountQuantitydiscountFunctional（trade）discountFunctional（trade）discountSeasonaldiscountSeasonaldiscountAllowancesAllowancesTrade-inallowancesTrade-inallowancesPromotionalallowancesPromotionalallowancesStrategiesStrategies8PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalTypesofsegmentedTypesofsegmentedpricingstrategies:

@#@pricingstrategies:

@#@Customer-segmentCustomer-segmentProduct-formpricingProduct-formpricingLocationpricingLocationpricingTimepricingTimepricingAlsocalledrevenueorAlsocalledrevenueoryieldmanagementyieldmanagementCertainconditionsmustCertainconditionsmustexistforsegmentedexistforsegmentedpricingtobeeffectivepricingtobeeffectiveStrategiesStrategies9ConditionsNecessaryforSegmentedPricingEffectivenessPriceAdjustmentStrategiesMarketisMarketissegmentablesegmentableLowerpricedsegmentsLowerpricedsegmentsarenotabletoresellarenotabletoresellCompetitorscannotCompetitorscannotundersellsegmentsundersellsegmentscharginghigherpricescharginghigherpricesPricingmustbelegalPricingmustbelegalCostsofsegmentationcanCostsofsegmentationcannotexceedrevenuesearnednotexceedrevenuesearnedSegmentedpricingmustSegmentedpricingmustreflectrealdifferencesinreflectrealdifferencesincustomersperceivedvaluecustomersperceivedvalue10PriceAdjustmentStrategiesDiscount/allowanceDiscount/allowanceSegmentedSegmentedPsychologicalPsychologicalPromotionalPromotionalGeographicalGeographicalInternationalInternationalThepriceisusedtosayThepriceisusedtosaysomethingaboutthesomethingabouttheproduct.product.Price-qualityrelationshipP