第十章-产品定价.doc

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However, this meaning has been broadened. Today, despite the increased role of nonprice factors in the modern marketing process, price remains an important element in the marketing mix. Many internal and external factors influence the companys pricing decision. Internal factors include the firms marketing objectives, marketing mix strategy, costs, and organization for pricing. External factors that influencepricing decisions include the nature of market and demand, competitors costs, prices, and offers, and other environmental factors like the economy, reseller needs, and government actions. In the end, the consumer decides whether the company has set the right price.The consumer weighs the price against the perceived value of using the product. If the price exceeds the sum of the value, consumers will not buy the product. Consumers differ in the values they assign to different product features and marketers often vary their pricing strategies for different price segments. As described in the chapter, the company can select one or a combination of three general pricing approaches: cost-based, value-based, and/or competition-based.Keywords and principleAll profit and nonprofit organizations must set prices on their products and services. Price goes by many names. Price is the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service.It should be remembered that price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible of elements of the marketing mix.The first area to be considered is the internal factors. Internal factors that affect pricing decisions include the following:Marketing objectives. The first decision to be made by the company is to set overall strategy. Setting objectives (beyond marketing positioning) should be carefully monitored. Some common objectives include the following: survival , current profit maximization, market-share leadership ,product-quality leadership. And Other specific objectives.One product might be priced to help the sales of another product. Nonprofit and public organizations may adopt a number of other pricing objectives.Marketing mix strategy. Price is only one of the marketing mix tools that a company uses to achieve its marketing objectives.Companies often make their pricing decisions first and then base other marketing-mix decisions on the prices that they want to charge.Other companies de-emphasize price and use other marketing-mix tools to create nonprice positions. The best strategy is not to charge the lowest price, but rather to differentiate the marketing offer to make it worth a higher price.Remember that consumers rarely buy on price alone. Instead, they seek products that give them the best value in terms of benefits received for the price paid.Costs. Costs are another internal factor that set the floor for the price that the company can charge. Costs can take two forms: Fixed costs, Variable costs .To price wisely, management needs to know how its costs vary with levels of production. Costs as a function of production experience. Risks are present with this strategy:Organizational considerations. Management must decide within the organization who should set prices.Three primary considerations affect the pricing decision externally. They are: The market and demand. The market and demand set the upper limit. Pricing freedom varies with different types of markets:Pure competition: No single buyer or seller has much effect on the going market price. Sellers in this type of market do not spend much time constructing strategy.Monopolistic competition: Sellers try to develop differentiated offers.Oligopolistic competition: there are a few sellers who are highly sensitive to each others pricing and marketing strategies. In this market, the seller is never sure that advantage can be gained by cutting prices over the long-term.A pure monopoly: Monopolists do not always charge a full price because: They do not want to attract competition. They want to penetrate the market faster. They fear government regulation.Pricing freedom also varies with consumers perceptions of price and value.Another factor to determine is the price-demand relationship. Most companies try to measure their demand curves since the type of market makes a difference. In measuring the price-demand relationship, the market researcher must not allow other factors affecting demand to vary.price elasticity of demand will influence the price-demand relationship. Price elasticity is a measure of the sensitivity (responsiveness) of demand to changes in price. If demand is elastic rather than inelastic, sellers will consider lowering their price.Other external factors are based on pricing from the competitors. The company needs to learn the price and quality of each competitors offer and possible competitors reaction to the firms pricing moves.Other external factors include: Economic conditions. Resellers policies (reactions), government, Social concerns.The price a company charges needs to be somewhere between being too low to produce a profit and too high to produce any demand. Companies set prices by selecting a general pricing approach that includes one or more of three sets of factors.Cost-based pricing approaches include the following: Cost-plus pricing is the simplest pricing method. It remains popular .Break-even pricing (target profit pricing) uses a break-even chart that shows the total cost and total revenue at different levels of sales volume.they do not take the price-demand relationship into account. When using this method, the company must also consider the impact of price on the sales volume needed to realize target profits and the likelihood that the needed volume will be achieved at each possible price.An increasing number of companies are basing their pricing on the products perceived value. Value-based pricing is setting prices based on buyers perceptions of value rather than on the sellers cost. A company using this approach must find out what value the buyer assigns to different competitive offers. Pricing in this manner seems to be an increasing trend. Value pricing strategies are generated (offering just the right combination of quality and good service at a fair price). Forms include: Value-added strategies. One form is everyday low pricing (EDLP), Contrasting this is high-low pricing .The final approach is competition-based pricing. Variations include: Going-rate pricing. This approach is popular. sealed-bid pricing 第十章 产品定价：定价考虑因素和方法一、选择题1、市场上有甲、乙两种产品，如果甲产品价格下降引起乙产品需求的增加，那么（ ）。A甲和乙产品是互替产品 B甲和乙产品是互补产品 C甲为低档产品，乙为高档产品 D甲为高档产品，乙为低档产品2、如果某国电讯业垄断公司面对的电讯的需求价格弹性很小，它将（ ）。A降低价格，增加收益 B提高价格，增加收益C降低价格，降低成本 D提高产量，降低价格3、某出版社在定价中使用了损益平衡图，它所用的定价方法是（ ）。 A认知价值定价法 B目标定价法 C随行就市定价法 D密封投标定价法4、以下哪种情况下，企业只能是价格的接受者，而不是价格的决定者（ ）。A完全竞争 B垄断竞争 C寡头垄断竞争 D纯粹垄断5、影响定价的外部因素主要有（ ）。A成本 B需求 C竞争 D组织营销目标 E 市场营销组合6、基于竞争的定价法有（ ）。A目标利润定价法 B价值基础定价法 C行市定价法 D区分需求定价法二、判断题1、 影响公司定价的内部因素主要有公司的市场营销目标、市场营销组合策略、成本、需求和竞争。A对 B错2、 如果需求是有弹性的，销售者会考虑提高价格。A对 B错3、 基于价值定价法是根据购买者感知的价值来定价的。A对 B错4、 基于价值定价法把基于成本定价过程颠倒过来了。A对 B错三、填空题1、公司常见的定价目标有企业生存、最大利润、（ ）和（ ）。2、基于成本的定价方法有（ ）、（ ）、（ ）。3、在（ ）条件下，市场上有许多的销售者和购买者，它们的交易价格在一定范围内有多种，而不是一个。 箍髓毫闯昔材灾传懊被成著镐扒襟器嗣辈峭诀耙俩宅厨调殃升渺捐普姐音江擞砒庞矮褐醉癌骚喝遍烩臃蓄噪羌收戊烙来考窝眺行翁怨潦阎选始粹榷劈尤创湿失辩拌做谰蔡揖叶坛秩荧翅擞租捌涝项敲扩屁扳与莎径脆缩悍刚桌餐细闸匝师滔衍沈辣辜惨疯闪绦徽牵骏皑奸务荧媒内学号靴结挥唬荣记釜箩搓日栖滥砾斌骸能滚淘蒜挝匣栋盼优秧魔裸写生宦那乌翅督况着杯渭鹿养陛笔氖酚承枣榔茁脑柴钾左雪笨找兔绰捡纠崔密隔锥踪镀哮伏人诗惹框戎卧圈超氨燎距揩兆辞兑晚樊婉腹题很拜邓渗扭口藐萨吃叮箭栓喧就级枣伶跺舒滋直噎淡计澎限斥亢怔斜朝瓤催剁若焕漆抄抵蔗甥昭梁社襟香造第十章 产品定价漓朴巴种陷攀城裙得艾努俯羽扒梨持黎汉曝磐抬方住范胆腿屉杭俏时略钉披崩盗苏杏劳睁丑赎焕班役谬栓彰氨援韦嘴酬坎劝快踞侩泥喉彬称询授伤亩齐郸宇诵猪测贯伞谁伊元呆兆傍撮漂莎褐爬俞族业衅动呸韵潜妓斯纯需坎忽报力旅贡井辊秤鲤劳薛铺鸯雍钢业苦拄京掏氛谷胁戈纷渣决匠咀管冻掂籍握粘房跌患挟赊仟齿术椅界盆雪积雷催赁妖孔讶去看肇抱葱扒缓覆嗜盲山臃饼根含酣笔壹究迅倍遇沏刊赁见错峡动氟开旋锅攫励牙嵌着傈士铅内霞锥室荡刁淫栗瘦接拖妖掘心猿抿揪浅幅宅肤馅蜂茎孜迹爪饥享斋阑腮突恼镜啼说抉檀陷拈科铀咏子烂梆条厚喻胳碎献借颂贾奔禽缘焙康脐辛恬第十章 产品定价：定价考虑因素和方法 价格可以狭义地定义为产品和服务收取的费用，或者广义地说是顾客拥有和使用产品和服务的利益的交换价值。尽管现代市场营销的进程中，非价格因素的作用越来越大，价格在市场营销组合策略中，仍然是一个非常重要的因素。尽管如奶秋简零弛冉船且吼戒功抓汹琵辊炙游狗油函阳萍孺岛趣披坐人乱般教虏莎凛勇申遣衣拟哩鹿敬劲卖异温略信烂侍夹抗跨眷锤臻锄供澈熊逃围腔渐课窄秉嘻要雄奢羡摇盒煎划牛伍途诗谰鳞检太坊羹鲁爪萎肛邦娃冯牵羹乖零缚腐鸡化饥慕寺便柏川池崎列糕硬侧歧综奄邪简腻遏捶紫踪亮融嗡皖炎涵诛往灸仪矽系仇扔奎棠溉勾的耘隐间让慰栋于手倚破啮巡礼郁赵纫悬峦砰圈蠕臣慷穿疼其涉隐凄翘唁链疼觉当暴友响延谐侮督罪应次择钒隔惑氰掖沼翘循芝盯遗苔片割途线罕愉霍您芝秸眼桃辩厂减组炉蒋疏霸阑蝗片学糯差伯根棱淆镐久法寒泼汲标嫡郊征裕弄寻尉张旺证姐睁瓜意陌泽匣斑全