市场营销学双语课件9--SettingPricingPolicy
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市场营销学双语课件9-SettingPricingPolicy
2020/8/2
Objectives
Setting the Price Adapting the Price Initiating & Responding to Price Changes
Types of Costs
Fixed Costs (Overhead) Costs that don’t vary with sales or production levels.
Level of Production
Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
Some important pricing definitions
A 32 oz.
$2.19
B 26 oz.
$1.99
Assume Equal Quality
Most Attractive?
Better Value?
Psychological reason to price this way?
Discriminatory Pricing
Fra Baidu bibliotek
Executive Salaries Rent
Variable Costs
Costs that do vary directly with the level of production.
Raw materials
Total Costs Sum of the Fixed and Variable Costs for a Given
Utility: The attribute that makes it capable of want satisfaction
Value: The worth in terms of other products
Price: The monetary medium of exchange.
Value Example: Caterpillar Tractor is $100,000 vs. Market
$90,000 $90,000 if equal
7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits $10,000 discount!
Psychological Pricing
2020/8/2
Objectives
Setting the Price Adapting the Price Initiating & Responding to Price Changes
Types of Costs
Fixed Costs (Overhead) Costs that don’t vary with sales or production levels.
Level of Production
Pricing Methods
Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing
Some important pricing definitions
A 32 oz.
$2.19
B 26 oz.
$1.99
Assume Equal Quality
Most Attractive?
Better Value?
Psychological reason to price this way?
Discriminatory Pricing
Fra Baidu bibliotek
Executive Salaries Rent
Variable Costs
Costs that do vary directly with the level of production.
Raw materials
Total Costs Sum of the Fixed and Variable Costs for a Given
Utility: The attribute that makes it capable of want satisfaction
Value: The worth in terms of other products
Price: The monetary medium of exchange.
Value Example: Caterpillar Tractor is $100,000 vs. Market
$90,000 $90,000 if equal
7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits $10,000 discount!
Psychological Pricing