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）》请在冰豆网上搜索。

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