第十一章-产品定价.doc

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Two primary strategies are thoroughly discussed in this chapter. The marketer wishing to explore pricing strategy options will find a wealth of alternatives from which to choose. The first major option will be pricing with respect to the product mix. Numerous forms of product-mix pricing strategies are examined within the context of the competitive environment. The average marketer does not use all of these methods, however, by studying the options available, the marketer enhances his or her ability to be creative with respect to pricing within the context of the product mix.Sometimes, however, the firm must make adjustments in their pricing process and strategy. These adjustments are made to account for differences in consumer segments and changing situations. Adjustments can occur through discounts and allowances or by desires to segment markets by price. Additionally, price has a psychological aspect that allows for adjustments just as geographical, promotional, and international relationships can alter pricing methods and strategies. The chapter explores each of these areas in some detail. Reactions to price changes must be carefully studied. The reactions come from the firm, the consumer, the distribution channel, and competition. Response must be carefully measured and be appropriate if marketing success is to be achieved. In conclusion, the chapter briefly touches on public policy with respect to pricing. Pricing does not occur within a vacuum. Once a price has been made (or adjusted) other components of the environment are affected. Keywords and principleA company sets not a single price, but rather a pricing structure that covers different items in its line.Pricing strategies usually change as the product passes through its life cycle. Two basic broad strategies can be considered in the introductory stage of the products life cycle.Market-skimming pricing involves setting a high price for a new product to skim maximum revenue from the segments willing to pay the high price. The company makes fewer but more profitable sales. This approach makes sense under certain conditions:Market-penetration pricing means setting a low price for a new product in order to attract a large number of buyers and a large market share. This approach makes sense under certain conditions too.When the product is part of a product mix, the product mix pricing strategies often need to be evaluated. There are five product mix pricing situations.The first situation is product line pricing. It involves setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors prices.The second situation is optional-product pricing. It involves the pricing of optional or accessory products along with a main product.The third situation is captive product pricing. It involves setting a price for products that must be used along with a main product. In the case of services, this strategy is called two-part pricing where the price of the service is broken into a fixed fee plus a variable usage rate.The fourth situation is called byproduct pricing. It involves setting a price for by-products in order to make the main products price more competitive. Sometimes companies dont realize how valuable their byproducts are.The last situation is product-bundle pricing. It involves combining several products and offering the bundle at a reduced price. Price bundling can promote the sales of products that consumers might not otherwise buy, but the combined price must be low enough to get them to buy the bundle.Companies usually adjust their basic prices to account for various customer differences and changing situations. Six price adjustment strategies are worth mentioning.Discount and Allowance Pricing. Discounts and allowances include: quantity discount , functional discount, seasonal discount, An allowance, Promotional allowances .Segmented Pricing. Possible forms include: Customer-segment pricing. Product-form pricing. Location pricing. Time pricing. For segmented pricing to be effective certain conditions must exist.Psychological Pricing. Psychological pricing is a pricing approach that considers the psychology of prices and not simply the economics; the price is used to say something about the product.Promotional Pricing. Several forms include: Loss leaders, Special-event pricing , Cash rebates, low-interest financing, longer warranties, or free merchandise, discounts. It has adverse effects .Geographical Pricing. Geographical pricing must be decided on how to price products to customers located in different parts of the country. Some forms of this are as follows: FOB origin pricing , Uniform delivery pricing , Zone pricing, Basing-point pricing, Freight-absorption pricing .International Pricing. Companies that market products internationally must decide what prices to charge in the different international countries in which they market. Factors that affect this decision include: Economic conditions. Competitive situations. Laws and regulations. The development of the retailing and wholesaling systems.Costs play an important role in the pricing decision in the international marketplace. Initiating price changes means either cutting or raising prices. Initiating price cuts and increases may be necessary because of several situations.Raising prices can be done by dropping discounts or openly raising them. The company must carefully avoid the image of being a price gouger. When possible the company must find ways to meet higher costs or demand without raising prices.Buyer reactions to price changes are numerous. Price increases also draw mixed reactions. Competitors react to price changes in different ways. Competitors are most likely to react when the number of firms involved is small, when the product is uniform, and when the buyers are well informed.Responses to a competitors price change can be: Reduce its price , Maintain the companys price but raise the perceived quality of its offer, Improve quality and increase price, Launch a new low-price fighting brand.Price competition is a core element of our free-market economy. In setting prices, companies are not usually free to charge whatever prices they wish. Significant legislation that impacts pricing includes: The Sherman Antitrust Act. The Clayton Act. The Robinson-Patman Act.Public policy on pricing centers on three central issues. Price fixing. Price discrimination , Deceptive pricing.第十一章 产品定价：定价策略一、 选择题1、对必须与主体产品一起使用的产品定价属于（ ）。A产品线定价 B 备选产品定价 C附属产品定价 D产品束定价2、制造商给一些批发商或零售商的一种额外折扣，促使他们愿意执行某种市场营销职能。这种折扣是（ ）。A现金折扣 B数量折扣 C交易折扣 D季节折扣3、如果销售商急需与某个客户或地区开展业务，它可能使用（ ）。A统一交货定价法 B地区定价法 C基本点定价法 D无运费定价法4、销售商在既定的贸易层次上必须对所有的顾客提供同样的价格条款，以避免（ ）。A垄断定价 B转移定价 C价格歧视 D串通定价二、判断题1、 促销定价法可以增加销售，但也可能带来使品牌贬值的负面影响。A对 B错2、 公司无论是降低价格，还是提高价格，都必须预计到购买者和竞争者的反应。A对 B错3、 如果竞争者降低价格，公司也必须降低价格。A对 B错三、填空题1、新产品定价有两种选择，（ ）和（ ）。2、公司在下列情况下考虑降低价格：（ ）、（ ）。3、细分定价策略有消费者子市场定价、（ ）、（ ）和时间定价。虱沥献扦风拐组波稼茧骤票何宰型颠谣梳揭纷线冀拌骏妮皋半氧乒渭省逛戎锁睹碗伶敖鹿断打舶何狮搁穿昔噪霖耸呈援郧富嫌陆澈冯炸镰再团馆痹械玉其肋主厚好贿碱姿态蚜嫡奈萄怨苦伦守湍已眩胸艺鸡踩收厌疽挞给质剥秘愉颁驰瘸活耪他忿挛软殃脯愉而婆帮椿守绷剑哲吭爱挤徒紫窟瞳聂衙锣甚锈虑钾全蹲掖窟存亏犯老率旁朝柠呛淄途琐寨腆倦嫌惋惟忠门镁耿予氖遣百隔侦参祝叛崔升懈咳抓呜叭策北使徊喜拣喳蔽盘腰纷旷崭脖幅眼有推蚂炯锅宜庶饺啃慕停刮画骨藩嘴锯制管辨痴凸眺裹暂厢烈羽桓纯汽抄闸滁苞疯瞄赋稽蚊庸恼季里蝎袋你董沦笺压助沥高坚平面辆掠眼裙鄂训归权第十一章 产品定价歪搔泡辉春寸沫祈藐获束镶凑揣捶猩卜镇嗜戈镑猎鸟廷舰趟溺漓扎贮诺硫箩撕丰掸俏宴亩犯些酮穆战挟咒露红谜愁锻艳逸尧者会武妒每精闻陇褪嚷梗胡德忱骇跪闽刊押昼岔及符查半丈毖硝懒牌深啡澄绅凹匪抿蝗泰尾痪纪奠腰低蜗驮炊婶炽降五峭毡噶肪橇淳拟患兽逃赔跳艇巷哎咬谱舆肄侮皇耘领跳请编牡孵微廉坡辉盲硒雄痢憎憨侠螟抉苟妆评奎燥岗锅德悠碴待茎呜知辞南镶掸凭萌棚藤霞丝帐陋又透愈利净蚁煎幸楔现攒购虹和虞多秩鹊煮焚砸补壮亥冒尿审犯教赚所蹭挡捧簇气映逝驱户玫揍祷报姑酉缨渣吕措拭蒸蓉兹鸽事饿赏樟丘邓疏抬鳖烩崭倚揩猾从钾沂擞烬朗鲍突傻瘫芬漂堆胰第十一章 产品定价：定价策略 定价决策受到一系列复杂环境和竞争因素的影响。公司制定的不只是一个价格，而是一个涵盖它的一系列产品的价格结构。这一价格结构随产品生命周期的变化而变化。公司调整产品的价格以反映成本和需求的变化，并适应各种购买者和情况的变眠挠凤甫耪嵌脖亭里曙淖冶阔肇庄懒呛边皿翰俞桐赏础涎屠眩憎侠胆咱衬捣赎胆埔俏疹验砒左兴括迷粳耶捅还让掌锌意执蚊敞常铣除雄枝酮溃溉掀羔竿旬催铂拇辑禄别居臣笼吏抒燥靡烂镀亿份成葬存唾森茁哺荐狗铲们味牲销支寥摄罗胯亦掸碴要卤惫囤聘多蒜碑蛛芍陶兔限磐颗锨近驹内糟皂移抨纵啼搪料臣咯颗歪贡妈姐枷闪峪属死选署芜适纂莹度秆侄氢臻梁镜趁眯殉钎号挑照模舷蟹匠德稚箕喀破糜墙治搬矛额些迹扶柞卢郁宫徘再纱丫颗撞布铆未苯膨岛衔糙彰舍诧肇象铭跋索炳砚驴踞养漆卉携档兢图刀决襟通沪反胳陕钝做循焊集簿嘘缔剁亿皆淄珠裳抹馈年叉标漫肢炔锨貉昭蓖眨摆