Pricing+strategies (1)
价格策略
Product Pricing( how to set list prices )What is Pricing(exhibit 1, 2)Pricing mission(exhibit 3)How to set pricecost plus pricing(exhibit 4)price determination(exhibit 5, 6 )financial review focus items(exhibit 7, 8)Special Bid Pricing ( transaction pricing )Evolution of price offering(exhibit 9)Product pricing vs. S/B pricing(exhibit10)S/B definition and BLP(exhibit 11,12)Approval process(exhibit 13)Discount and impact(exhibit 14)Fact sheet requirement(exhibit 15)Must not do(exhibit 16)Where to get information(exhibit 17)Summary(exhibit18 )VOLUME X REVENUE COST + EXPENSE PROFITM M'S FUTURE PRICE MINUS EQUALS EQUALS MEANSTHE RIGHT PRICE COMPETITION COSTFINANCIAL GOALSBUSINESS GOALS MARKETING EXPENSEMARKETING STRATEGY CHANNEL STRUCTURE CUSTOMER BASE/REQPRICING MISSIONEVALUATE SOLUTIONS FROM A FINANCIAL PERSPECTIVEOPTIMIZE FINANCIAL OBJECTIVESBALANCE FINANCIAL OBJECTIVESWITH BUSINESS GOALSPROVIDE FINANCIALRECOMMENDATION & APPROVALPROVIDE FINANCIAL ADVICE AND COUNSELIDENTIFY FINANCIAL AND BUSINESSRISKS AND OPPORTUNITYIDENTIFY FINANCIAL SOLUTIONLEADERSHIPDEVELOP AND RECOMMENDFINANCIAL SOLUTION TO BUSINESSOPPORTUNITYP A R T S + P R O D P L A N T B U R D ED IS T R .M K T G . + G &P R O F I T C U S T O P R I C E20406080100120Product Pricing (exhibit 4)COST PLUS PRICINGPRICE DETERMINA TION EVALUATE COMPETITIONWHO ARE THEY?WHAT IS PRICE / FUNCTION VS.MM?ADDED VALUE = ADDED PRICEWHAT IS THEIR MARKETING STRATEGY?FUNCTION / PRICE / RELIABILITYWHAT IS THEIR FINANCIAL STRATEGY?SHARE / PROFITWHAT ARE THEIR STRENGTHS?WHAT ARE THEIR WEAKNESSES?WHAT ARE SHARE DYNAMICS?WHAT IS THE PRODUCT PLAN?M M / COMPETITIONHOW WILL THEY REACT?EVALUATE THE MARKETWHAT DOES THE CUSTOMER WANT?WHAT SELLS / WHAT'S "HOT"?WHAT IS THE EXPECTATION?FUNCTION / TECHNOLOGY / PRICEPRICE AL TERNATIVESFINANCIAL OPTIMIZATIONREVENUE / PROFITBUSINESS GOAL OPTIMIZATIONREVENUE / PROFIT / SHAREACCEPTABLE TRADE OFF PRICEFINANCIAL REVIEW FOCUS ITEMS MARKET PLACECUSTOMER REQUIREMENTSPRODUCT DEFINITIONOPPORTUNITYMKTG / CHANNEL STRATEGYCOMPETITIVE POSITIONCOSTINTERCOMPANY TRANSFER PRICEMARKETING COSTSDEVELOPMENT / CAPITAL COSTCOMPETITIVE COSTSFINANCIAL OBJECTIVESASSUMPTIONSBUSINESS GOALSPLAN CONSISTENCYCOMPETITIVE RESULTSRISKS AND DEPENDENCIESBREAK-EVEN VOLUMES / TIMEPROFITABILITY VS. BUSINESS MODELMARKETING INVESTMENT / STRATEGYCOVERAGECOMPETITIVE RESPONSEF L E X I B I L I T Y A N D R I S KSpecial Bid Pricing (exhibit 9)EVOLUTION OF PRICE OFFERINGSLIST PRICEVPA / IVPAVOLUME PROCUREMENT AGREEMENTSBOSPECIAL BID OFFERING OUTSOURCINGSpecial Bid Pricing (exhibit 10) PRODUCT PRICING VS SPECIAL BID PRICING PRODUCT PRICING:GENERAL FACTORS - COMPETITION- STRATEGIES- FINANCIAL /BUSINESS GOAL- CHANNEL STRUCTURE - CUSTOMER BASE /REQUIREMENT SETTING LIST PRICES - US- COUNTRY A - COUNTRY B - ....- COUNTRY X - PRCSPECIAL BID PRICING:UNIQUE FACTORSTO THE CASE- COMPETITION- STRATEGIES- FINANCIAL /BUSINESS GOAL- CHANNEL STRUCTURES - CUSTOMER BASE /REQUIREMENT SETTINGREFERENCEPRICEDISCOUNTSPTCBOTTOM LINEPRICESPECIAL BID DEFINITIONTRANSACTIONAL COMPETITIVE PRICINGSINGLE BOTTOM LINE PRICE FOR TOTAL CUSTOMER SOLUTIONINCLUDES HW / SW / MA / OTHER SVCSLEVERAGES UNIQUE TERMS AND CONDITIONSSIGNIFIES COMMITMENT OF PARTIES RELATIONSHIP / PARTNERSHIPPLATFORM FOR FUTURE GROWTHWHA T IS BLP(BOTTOM-LINE-PRICE)?A SINGLE CONTRACT PRICE TO COVER ALL THE COMPONENTS INCLUDED IN THE CONTRACTIF THERE IS ANY SPECIFIC DISCOUNT LEVEL INDICATED IN THE CONTRACT, IT MAY AFFECT THE REVENUE BOOKING (WHEN IT IS DIFFERENT FROM THE BID APPROVAL)OR EXPLORE M M INTERNAL TRUE DISCOUNTSpecial Bid Pricing (exhibit 13) S/B APPROVAL PROCESSNOTE:@ OO - OPPORTUNITY OWNER@ OBM - OPPORTUNITY BUSINESS MANAGER@ BUE - BUSINESS UNITY EXECUTIVE@ FACT SHEET MUST BE PREPARED BY OOSpecial Bid Pricing (exhibit 14) DISCOUNT AND IMPACT PLAN REVENUE & GP IMPACTSUM OF BIDS = FY ACTUALSIF ALL BIDS AT MAX. DISCOUNT, FYACTUALS WILL BE BELOW PLANONLY SELECTED BIDS = MAX DISCOUNTE.G. CRITICAL SEGMENTSACCOUNT CONSISTENCYSIMILAR DISCOUNT FOR SIMILARCONFIG? OR SIMILAR ACCOUNTS?MORE VOLUME => MORE DISCOUNT?MORE HIGH-END => MORE DISCOUNT?NEED A GOOD RATIONALE TO DEFENDTHE DISCOUNT OFFEREDCASH FLOWKEY TO BUSINESS SURVIVALSTANDARD PAYMENT TERMS SHOULD BE APPLIED ALL THE TIMESANY CHANGES IN PAYMENT TERMS ISOUTSIDE OO/OBM DELEGATIONBACKGROUNDCUSTOMER PROFILEBID REQUEST (HW/SW/SVC/TCs/BLP)TARGET CONTRACT DATESYSTEM ASSURANCERISK ASSESSMENT REPORTCOMPETITIVE INFORMATIONCOMPETITORSCOMPETITORS' PRODUCTS COMPETITORS' PRICESSTRATEGIESACCOUNT HISTORY / PAST OFFERING ACCOUNT SITUATIONACCOUNT STRATEGYFOLLOW-ON OPPORTUNITYSpecial Bid Pricing ( exhibit 15 )FACT SHEET INPUT REQUIREMENTSpecial Bid Pricing ( exhibit 16 ) MUST NOT DOMAKE ANY COMMITMENT TO CUSTOMERS BEFORE INTERNAL APPROVALPRICE UNANNOUNCED PRODUCT WITHOUT LETTER 112DISCOUNT SERVICE RATEDISCOUNT CONSULTING RATESOFFER GENERAL EXTENSION OF WARRANTYSpecial Bid Pricing (exhibit 17) WHERE TO GET TP PRICINGINFORMA TIONVMGO TO EBB AND SELECT 9 FOR"FINANCE & PLANNING"SELECT 1 FOR "PRICING"SELECT 6 FOR "TRANSACTION PRICING"CHOOSE "TRANSACTION PRICING FACTSHEET"INTRANETGO TO WEB SITE"HTTP://W3.GCG.M "SELECT "INDIRECT SUPPORT" UNDER"COVERAGE UNITS"SELECT "FINANCE & PLANNING"SELECT "PRICING"CHOOSE "TRANSACTION PRICING FACT SHEET"Special Bid Pricing ( exhibit 18 )SUMMARYPRICE IS A MAJOR ECONOMIC REGULATOREFFECTIVE PRICING DRIVES BUSINESS PERFORMANCEPRICING SHOULD BE CONSISTENT WITH CORPORATE BUSINESS STRATEGIESNO SINGLE METHODOLOGY TO SET PRICESPROFIT OPTIMIZATIONCOSTSBREAK EVENASSET / CASH / EQUITYPRICING POLICIES IMPLEMENT PRICING STRATEGYSHOULD BE MARKET DRIVEN。
pricing
Pricing tactics Premium pricing Penetration pricing Economy pricing Price skimming Psychological pricing Captive product pricing Product bundle pricing Promotional pricing Discount pricing
Major Pricing Considerations
(价格上限)
(价格下限)
Factors Affecting Pricing Decisions
Internal Factors External Factors
• Marketing objectives • Marketing mix strategy • Costs • Organizational considerations
Marketing
Pricing
LOGO
What is Price?
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
各种定价方法的运用
1、从本质上说，成本导向定价法是一种卖方定价导向。它忽视了市场 需求、竞争和价格水平的变化，有时候与定价目标相脱节。此外，运 用这一方法制定的价格均是建立在对销量主观预测的基础上，从而降 低了价格制定的科学性。因此，在采用成本导向定价法时，还需要充 分考虑需求和竞争状况，来确定最终的市场价格水平。 2、竞争导向定价法，是以竞争者的价格为导向的。它的特点是：价格 与商品成本和需求不发生直接关系；商品成本或市场需求变化了，但 竞争者的价格未变，就应维持原价；反之，虽然成本或需求都没有变 动，但竞争者的价格变动了，则相应地调整其商品价格。当然，为实 现企业的定价目标和总体经营战略目标，谋求企业的生存或发展，企 业可以在其他营销手段的配合下，将价格定得高于或低于竞争者的价 格，并不一定要求和竞争对手的产品价格完全保持一致。 3、顾客导向定价法，是以市场需求为导向的定价方法，价格随市场需 求的变化而变化，不与成本因素发生直接关系，符合现代市场营销观 念要求，企业的一切生产经营以消费者需求为中心。
价格英文翻译
价格英文翻译Price translation (700 words):价格英文翻译 (700 字)1. Introduction to Pricing 简介定价Pricing is a vital aspect of business operations. It refers to the process of determining the value and setting the cost of a product or service. The price of a product is determined by various factors such as production cost, competition, market demand, and target consumers. Effective pricing strategies are essential for businesses to achieve profitability and remain competitive in the market.2. Factors Influencing Pricing 影响定价的因素There are several factors that influence pricing decisions. These include:- Production Cost: The cost of producing a product or service is a crucial factor in determining its pricing. Businesses need to consider factors such as raw material costs, labor costs, and overhead costs to set appropriate prices.- Competition: The level of competition in the market directly impacts pricing decisions. If a market is highly competitive, businesses may need to set lower prices to attract customers. On the other hand, in a less competitive market, businesses may have more flexibility in setting higher prices.- Market Demand: The demand for a product or service plays a significant role in pricing decisions. If the demand for a product is high, businesses can set higher prices. Conversely, if the demand is low, businesses may need to lower prices to stimulate demand.- Target Consumers: The target consumer segment also influences pricing decisions. Different consumer groups have different preferences and price sensitivities. Businesses need to analyze the purchasing power and willingness to pay of their target consumers to set prices that maximize profitability.3. Pricing Strategies 定价策略There are various pricing strategies that businesses can employ to maximize profitability. Some common pricing strategies include:- Cost-Based Pricing: This strategy involves setting prices based on the production cost plus a profit margin. It ensures that businesses cover their costs while earning a profit.- Penetration Pricing: This strategy involves setting low initial prices to attract customers and gain market share. Once a customer base is established, businesses can gradually increase prices.- Skimming Pricing: This strategy involves setting high initial prices for new or innovative products to maximize profits from early adopters. Prices are then gradually lowered to attract a wider customer base.- Psychological Pricing: This strategy involves setting prices thatevoke certain psychological responses from customers. For example, setting a price slightly below a whole number ($9.99 instead of $10) can create the perception of a lower price.- Bundle Pricing: This strategy involves offering multiple products or services as a package at a discounted price. It encourages customers to purchase more items and increases the overall value perception.4. Pricing Strategies for Different Situations 不同情况下的定价策略The choice of pricing strategy depends on various factors such as market conditions, product characteristics, and business objectives. Here are some pricing strategies for different situations:- New Product Launch: When launching a new product, businesses may opt for a skimming pricing strategy to maximize profits from early adopters.- Price War: In a situation where competitors lower their prices significantly, businesses may need to adopt a price matching strategy to remain competitive.- Premium Products: For luxury or premium products, businesses may use a premium pricing strategy. This involves setting high prices to create a perception of exclusivity and quality.- Seasonal Sales: During seasonal sales or promotions, businesses can use a discount pricing strategy to attract customers andincrease sales volume.5. Conclusion 结束语In conclusion, pricing is a critical aspect of business operations that directly impacts profitability. By considering factors such as production cost, competition, market demand, and target consumers, businesses can determine appropriate pricing strategies. Different situations may warrant different pricing strategies, and businesses need to adapt accordingly to remain competitive in the market.。
Price
Analyzing the influential factors
Pricing objective
conclusion
Product competitiveness
CHANEL APPLIES TO MARKETSKIMMING PRICING STRATEGY
Customer purcObjectives OF CHANEL
• Chanel brand to convey noble, elegant and extraordinary. • Therefore we think CHANEL uses price to achieve special goals not only a targeted return on profit, a targeted market share, but also Transfer the classic.
1983-2010 Karl Lagerfeld
Design concept ： elegant、concise、exquisite
Brand value: 56 million dollars Brand sales: 33 billion dollars Main products: luxury goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others)
• In fact , CHANEL has its explicit goals and directions all along in marketing, and we call them “Brand Positioning ”. • The “Brand Positioning” of CHANEL is “high fashion”, although most of its turnover is from the sales of CHANEL NO.5. • The brand positioning largely decides the advantages and disadvantages which the price has presented in the market.
简答题评分原则及标准.doc
CET-6简答题评分原则及标准（2013 年 1 月RANGE-FINDER 会议决定）一•简答题要求学生在读懂文章的基础上，用正确简短的语言回答问题。
在评分时同时考虑内容和语言。
每题满分为1分。
.给分标准：1分一答对问题，语言正确；0.5分一答出部分内容，语言正确；0分一没有答对问题。
.扣分标准：1.语言错误扣0.5分，每题语言错误扣分不超过0.5分（明显属于笔误但不影响辨认的拼写错误或大小写、标点符号错误不扣分）；2.多余信息扣0.5分；若答案中有相互矛盾的内容，则内容相互矛盾的部分皆不得分；3.文字不简洁，不针对题干照搬原句或原句中的大部分文字，扣0.5分。
4.用汉语回答问题不给分。
America continues to get fatter, according to a new report on the nation's weight crisis. Statistics for 2008-2010 show that 16 states are experiencing steep increases in adult obesity, and none has seen a notable downturn in the last four years.Even Coloradans, long the nation's slimmest citizens, are gaining excess pounds. With an obese population of 19.8%, it is the only state with an adult obesity rate below 20%. But in just the last four years, the ranks of the obese even in Colorado have grown 0.7%.Getting out of the problem will not be simple, said Jeffrey Levi, executive director of the Trust for America^ Health. The report emphasized the need for a range of measures, including boosting physical activity in schools, encouraging adults to get out and exercise, broadening access to affordable healthy foods and using "pricing strategies" to encourage Americans to make better food choices."Until the government takes on the food industry, we'll continue to see the appalling numbers in this report,said Kelly Brownell, director of Yale University's Rudd Center for Food Policy and Obesity. "Government could start by changing agricultural subsidies, by not making it financially attractive for companies to market unhealthy foods, by placing serious restrictions on marketing to children, and with financial policies that make healthy foods cost less and unhealthy foods cost more.^^ About 30 years after the United States started seeing a steep rise in the weight of children and adults, the illnesses most closely linked to obesity have begun a dramatic upturn. Diabetes (糖尿病)rates in 12 states have jumped significantly, now affecting as many as 12.2% of adults in Alabama 一the state with the highest obesity rates.Obesity remains a condition disproportionately affecting those with poor education and low income, and closely tied to minority status. Among African American adults, obesity topped 40% in 15 states. Among Latinos, it topped 30% in 23 states.In contrast, among white adults, obesity rates were higher than 30% in only four states, and in no state topped 32.1%.Nearly a third of high school dropouts are obese, compared with 21.5% of those who graduated from college or technical school.For children, the picture from the report is slightly better, said D T.Francine Kaufman, an obesity specialist at Children^ Hospital Los Angeles. "Children are for the most part holding steady/5 she said.Kaufman added that the reports clear message 一that obesity takes its greatest toll in low-income and minority communities 一underscores that "'assistance programs are definitely required,9 to help those populations.pared with people in other states, Coloradans have long been considered relatively _______ . (slim)48.The new report advises encouraging Americans to buy healthy foods by adopting. (pricing strategies)49.To curb the increasing obesity rate, the government should first of all adjust its. (agricultural subsidies/financial policies)50.What has happened in the U.S. shows that there is _________ between diabetes and obesity, (a close link)51.Who are most affected by obesity in the United States according to Francine Kaufman? (Low-income and minority communities.)体例说明：斜体与标准答案不同，但可以接受，不扣分（有些表达方式不一定完全符合英语表达习惯，也不作扣分处理）缺少部分无关紧要的信息，但不影响理解，不扣分下划线有错误，须扣分A 缺语言成分或信息，须扣分47.Compared with people in other states, Coloradans have long been considered relatively _______ ・（slim）【1分】1.slim citizens2.thin3.slimmer[0.5分】1.（the natioiTs） slimmest citizens （语言错误）2.（rnore） fit/healthy （意思不确切）3.with a low obesity Tate （语言错误）【0分】1.increase in adult obesity （信息错误）2.gaining excess pounds （信息错误）48题The new report advises encouraging Americans to buy healthy foods by adopting _______ ・（pricing strategies）【1分】1.price strategies2.pricing strategies and measures broadening access to affordable healthy foods [0.5分】ing pricing strategies （语言错误）2.affonlable price （意思不确切）3.making healthy foods cost less and unhealthy foods cost more （语言错误）4.broadening access to affordable healthy foods （语言错误）[0分】1.broadening access and using pricing strategies （多余信息、语言错误）2.food price （信息错误）3.strategies/a range of measures （信息错误）49题To curb the increasing obesity rate, the government should first of all adjust its _______ ・（agricultural subsidies/financial policies）【1分】1.agricul tural subsidies and financial policies2.policy on the food industry【0.5分】1.changing agricultural subsidies （语言错误）[0分】1.food industry （信息错误）2.food industry and changing agricultural subsidies （多余信息、语言错误）50题What has happened in the U.S. shows that there is _________ between diabetes and obesity, （a close link）【1分】1. a close connection/relation/relationship/linkage/tie2./\ close link[0.5分】1.closely link （语言错误）2. a link （意思不确切）3. a close linking/linkness （语言错误）4.some links （意思不确切）[0分】1.illnesses most closely link （信息错误）2.linked （信息不全、语言错误）51题Who are most affected by obesity in the United States according to Francine Kaufman? （Low-income and minority communities.）【1分】1.Those who have low income and minority communities.2.Those/Those populations who are in low-income and minority communities.3.Low-income and minority communities are most affected by obesity.4.People with low income and in minority communities.5.People in low-income and minority communities.[0.5分】1.People with poor education and low income and closely tied to minority status.（意思不确切：划线部分在原文中是与condition连用的）2.Obesity takes its greatest toll in low income and minority communities.（不针对题干照搬原句）3.The children and low-income and minority communities.（多余信息）4.in low-income and minority communities.（语言错误）5.The people with poor education and low income A.（信息不全）[0分】1.African American adults.（信息错误）2.Poor and badly educated ones.（局部信息有误、信息不全）。
pricing products-pricing consideration and strategies
? ?
Sealed-Bid
Company Sets Prices Based on What They Think Competitors Will Charge.
14
New-Product Pricing Strategies
ProductProduct-Bundle Pricing
Bundles Of Products Sold Together at a Reduced Price i.e. Season Tickets, Computer Makers
17
Price-Adjustment Strategies
Price Adjustment Strategies Discount & Allowance
11
Breakeven Analysis or Target Profit Pricing
Tries to Determine the Price at Which a Firm Will Break Even or Make a Target Profit
Cost in Dollars (millions)
Product Quality Leadership
High Prices to Cover Higher Performance Quality and R & D.
4
Marketing Mix Variables that Affect Pricing Decisions
Companies Will Consider Price Along With All the Other Marketing-Mix Elements When Developing the Marketing Program. Price Must be Coordinated With:
定 价(Setting the Price
目标利润定价法 （Target-Return Pricing)
定目标价 利
1,200
千 元
目标利润 1,000 00
·
0ห้องสมุดไป่ตู้ 00 定 200 0 10 20 0 0 0
二、需求导向定价法 (Demand-Based Pricing) （一）认知价值定价法 (Perceived-Value Pricing) 认知价值定价法的关键是企业要正确地估计消费者 对产品的认知价值。也就是定价的关键，不是卖方 的成本，而是买方对价值 的认知。（顾客让渡价值） 1. 直接价格评比法 2. 相对价值评比法 3. 诊断法 （二）反向定价法 (Reversed Pricing) 消费者愿意支付的价格（零售价）→ 出厂价 → 总收 入 → 总成本→ 利润总额 → 合算否？ （三）、需求差异定价法 定价基本依据：以同种产品因销售条件改变而产生的消费者需求 程度的差异。
需求缺乏弹性。 当E < 1 时，需求缺乏弹性。此时企业提高产品售价可以 增加总收益，因为需求减少的幅度小于提价的幅度。 增加总收益，因为需求减少的幅度小于提价的幅度。 需求富有弹性。 当E > 1 时，需求富有弹性。此时企业降低产品售价可以 增加总收益，因为需求增加的幅度大于降价的幅度。 增加总收益，因为需求增加的幅度大于降价的幅度。 影响需求价格弹性的因素主要有： 1. 消费者对产品的需要程度； 2. 产品的可替代性； 3. 消费者的收入水平。
0．09
99
11,000
1,600
0．01
16
第三节
定价的基本策略---选定最终价格 定价的基本策略 Selecting the Final Price
• 企业在考虑经营目标，需求，成本，竞争者的基础上，利用前述定价 方法的选定最终的价格范围。在最后确定价格时，还应该考虑下列因 素。 – 顾客心理因素 顾客心理因素：如许多消费者认为价格是质量的指示灯，“一分钱， 一分货”，从而产生“整数价格”（威望价格）。 ②许多购买者认为价格应该有尾数。因为这种尾数价格代表着 折扣或者是廉价。 ③购买者在评价某一产品时，大脑中也常有一个参考价格。参 考价格的形成来源于当前的价格、过去的价格或购物的环境等。
1供应链管理复习题
填空：1.The areas of logistics work include: 后勤工作的领域包括：•Order processing 订单处理•Inventory management 库存管理•Transportation 交通运输•Facility location 设施的位置•Warehousing 仓储•Materials handlin材料处理•Packaging 包装2．There are two types of postponement strategies, they are两种类型的延迟策略•Manufacturing postponement制造推迟•Geographic postponement 地理推迟ponents of inventory carrying Cost include 存货的账面成本的组成部分包括•Capital cost资本成本•Taxes税•Insurance保险•Obsolescence(过时)•Storage存储4.The five main Procurement perspectives are 这五个主要采购观点•Continuous supply连续供应•Minimize inventory investment减少库存投资•Quality improvement质量改善•Supplier devlopment•供应商开发•Lowest total cost of ownership•最低的总拥有成本5．Gaps between customers' expectations and supplier performance include:客户之间的期望差距和供应商的表现包括•Knowledge知识•Standards标准•Performance性能•Communications通信•Perception•感知•Satisfaction/Quality满意度/质量6．Seven factors that drive transportation economics are:运输经济的驱动七因素是•Distance 距离•Weight重量•Density 密度密度密度•stow-ability 物流能力•Handling （搬运的难易程度）•liability责任•market市场7．The three pricing strategies include: 三定价策略包括：•Value-of-Service价值的服务•Combination pricing 组合定价•Net-Rate pricing净速率定价8. The three indicators that measure performances of logistical activities are:这三个指标衡量的后勤活动表现为：•Availability可用性•Operational performance 作业绩效•Service reliability服务的可靠性9．A firm’s manufacturing competency is based on•brand power•品牌的力量•volume 体积(Economy of scale )•variety 品种(Economy of scope)•constrains限制•lead-time交货时间10 .Three manufacturing strategies include: 三个制造策略包括：•Make-to-plan请至计划•Make-to-order请按订单•Assemble-to-order装配，按订单名词解释：1. Postponement：Postponement refers to some of activities in the supply chain that are not performed until customer orders are received.（延迟：推迟是指在供应链中不执行，直到收到客户订单的一些活动。
Pricing strategies in dual-online channels based on consumers' shopping choice
P rocedia Computer Science 60 ( 2015 )1377 – 1385Available online at 1877-0509 © 2015 The Authors. Published by Elsevier B.V . This is an open access article under the CC BY-NC-ND license(/licenses/by-nc-nd/4.0/).Peer-review under responsibility of KES Internationaldoi: 10.1016/j.procs.2015.08.212ScienceDirect1378J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 13853PEP is often the first stop that people learn to shop online,on which they know how to search for aimed goods, make a purchase,and evaluate a purchased good.With the accumulation of shopping experience online,people become more and more experienced and sensitive about price.So when discovering an OWM,they prefer to compare it with the3PEP,and choose a cheapest sale channel to purchase.To avoid being eliminated by consumers and the channel price conflict,OWM’s managers and3PEP’s retailers usually have to make price strategies reasonably.In this paper,we consider two online-selling channels with a direct channel named by OWM and a retail channel located on3PEP.Then we study three kinds of price strategies that OWM’s managers and3PEP’s retailers might adopt,and analyze how consumers with different experience make their final decision under the three strategies.Finally,we aim to characterize what types of pricing strategies are optimal for OWM’s managers and3PEP’s retailers in their market competition.The rest of this paper is structured as follows.Section2provides a brief review of the related pricing literature.Section3shows the basic model and donations of dual online channels.Section4describes the competitions and pricing strategies between these two online channels.Finally,Section5draws the conclusion and discussion.2.Literature reviewMulti-channel operation tends to make companies to face dilemmas,for it not only helps them to expand the market share and brand influence,but also bring channel conflicts and confused management.Economists have given lots of study on multi-channels pricing and production strategies.Channel optimization in multiple-channel systems is a basic problem in marketing(Corstjens and Doyle1979,Jørgensen and Kort2002)1,2Xu(2009)3 explores the optimal pricing and product quality decisions in a distribution channel.Rodríguez and Aydın(2015)4 characterizes the pricing decisions in a dual-channel structure.With the development of the electronic commerce, some researchers gradually pay attention to the online channel.Brynjolfsson and Smith(2000)5compare pricing behavior at41Internet and conventional retail outlets,and conclude that there is lower friction in many dimensions of Internet competition.Chiang et al.(2003)6point out that the online direct channel can increase the manufacturer’s negotiated share of cooperative profits.Overby and Forman(2015)7study how the diffusion of an e-channel affected the geographic trading patterns and price dispersion of the wholesale.When a manufacturer try to expand her market through two online channels,she meets the same questions in these traditonal researches.One of key questions is to price simutaneously in two online channels.Up to now,there are two wide-applied methods for pricing:one is cost-based pricing,the other is value-based pricing,and the latter is usually much better for companies(Nagle et al.2008)8.Consumers’behavior is another critical factor that managers consider in pricing decision.Strategic consumers wish to maximize individual utility.At each time point,they may purchase the product at current price,remain at a cost to purchase later,or exit9.Understanding the difference and similarity among consumers in diverse regions is significant for businesses to sustain in the competitive market(Lim and Cham2015)10.Effective retail management strategies are often linked to the creation of consumer experience(Rose et al.2012)11.We can get that manufacturers’pricing strategies are closely dependent on consumers’behaviors.In this paper,we try to find the optimal pricing strategies for manufacturers setting two online channels based on consumers’behavior.Economists have realized the difference and relationship between online and traditional channels,and mainly discuss some hybrid channel design problems when a company introduces the online direct channel,such as consumers’behaviors,managers’strategies,and channels’competition(Moon et al.2010,Vinhas and Heide 2015)12,13.But most of them usually overlook the conflicts of online channels.Actually,before a company set a direct channel on the internet,a lot of retailers have sold their products on the3PEP.Besides the OWM,these retail stores are also important sale channels for companies.This paper extends the literature related to the manufacturers’dual-online-channel problems by addressing following questions.How do consumers with different online shopping1379 J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 13851380J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 13851381 J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 13851382J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 1385Fig.3.Feasible regions for the OWM’s price and wholesale price.The manufacturer can acquire the valuation of the product V,the ratio of affected consumersθand the minimum and maximum price differential acceptance:a and b through investigations or other methods.Then she can set P d less than V-f-a,and control the wholesale price less than P ly,she sets her pricing strategies in R1.Likewise, she can also set her pricing strategies in R2-R4.Different strategies regions make the retailer change his pricing decision.When the manufacturer set her pricing decision in R1and R2,the retailer wants to maximize his profit by adjusting P r,so his optimal pricing decision is P r* =V-f,which is independent on W and P d.In this case,all affected consumers prefer to buy the product in the OWM.And the unaffected consumers would buy the product when the retail price P r≤V-f.When the manufacturer chooses her price strategies in R4,nobody will be glad to buy the product in the OWM because the price P d is too much higher than P r.So the retailer can set the price at P d-b to attract all of online consumers and maximize her profit.At that time,the optimal price P r*is related to P d,and independent on the wholesale price.Finally,when the manufacturer makes price decisions in R3,the optimal price of the retail depends on the wholesale price and the OWM’s price.Thus,we need to analyze the manufacturer’s strategies further.4.2.Manufacturer’s pricing strategiesAnticipating the retailer’s choices,the manufacturer will maximize her total profits by choosing the wholesale price W and the OWM’s price P d subject to W≤P d.Meanwhile,W cannot be higher than P r because the retailer will not buy the product with a negative profit.There are three feasible figures of R1,R2R3and R4,which are shown as Fig.3(a),(b)and(c).In R1and R2of Fig.3(a),the retailer sets his price as V-f(see Eq.(6)).The OWM’s price,relative to P r,is so low that all the affected consumers prefer to buy the product in the OWM.Theorem1.The manufacturer’s optimal prices in R1are located at point“m”in Fig.3(a),where the optimal wholesale price and the OWM’s price are equal.That is,P d*=W*=V-f-a.In R2,the manufacturer’s optimal prices are located at point“n”in Fig.3(a),where the wholesale price and the OWM’s price are equal.That is,P d*=W*=V-f.Moreover,the price strategies at point“n”are better than them at point“m”.The proof of Theorem1is given in Appendix A.The manufacturer knows the retailer’s optimal price when she makes the price decision in R1.So she wishes to find the optimal price combination of W and P d in R1to maximize her profit.In fact,“m”is the optimal price combination point in R1which has been proved in Appendix A.Similarly,“n”is the optimal price combination point in R2.So when the manufacturer wants to attract all of the affected consumers to buy the product in the OWM,she will compare the profit of these two point:“m”and“n”,and then choose her optimal decision:P d*and W*.It is proved that price strategies at point“n”could gain more profit for the manufacturer.In region R3of Fig.3(a),the manufacturer adjusts her OWM’s price P d and wholesale price W,where the retailer’s optimal price P r*=[P d+W+(b-a)/θ-b]/2(see Eq.(6)).In fact,the adjustment causes the OWM to lose some affected consumers who prefer the retail store due to his lower price.So in R3,the manufacturer wants to find the combined optimal wholesale pricing W*and OWM’s pricing P d*to maximize her profit.Substituting P r*into manufacturers’profit Eq.(5),we find the optimal pricing strategies.Theorem2.In region R3,The manufacturer’s optimal prices are located at point“k”in Fig.3(a),where the optimal wholesale price is W*=V-f-2a+b-(b-a)/θ,and the optimal OWM’s price is P d*=V-f.1383 J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 13851384J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 13851385 J ieyu Lei et al. / P rocedia Computer Science 60 ( 2015 )1377 – 1385。
W10_Pricing Approaches
Chapter 10-11Pricing Considerations, Approaches, And Strategies 定价的考虑因素、方法和策略Important Issues1.Internal and external factors affecting a firm’spricing decisions2.Three general approaches to setting prices3.Two major strategies for pricing imitative and newproducts4.Product Mix Pricing StrategyDefinition▪PriceThe amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having orusing the product or service.What is Price?▪Price and the Marketing Mix(重点): Only element to produce revenuesMost flexible elementCan be changed quickly▪Common Pricing MistakesReducing prices too quickly to get salesPricing based on costs, not customer valueFactors Affecting PricingInternal Factors-Marketing objectives-Marketing-mix strategy-Costs-Organizational considerationsPricing DecisionsExternal Factors-Nature of the market and demand-Competition-Other environmental factors(economy, resellers, government)Pricing ApproachesLow price No profitHigh PriceNo demand Cost Price of competitorPrice of substitutesValue perceivedby customers3C‘s Pricing Model***（重点）General Pricing Approaches*** （重点）1. Cost-based Pricing▪Cost-Based Pricing: Cost-Plus Pricing （成本加成定价） Adding a standard markup to costIgnores demand and competitionPopular pricing technique because:»It simplifies the pricing process»Price competition may be minimized»It is perceived as more fair to both buyers and sellersCost-Plus Pricing Example-Variable costs: $20-Fixed costs: $ 500,000-Expected sales: 100,000 units-Desired Sales Markup: 20%Variable Cost + Fixed Costs/Unit Sales = Unit Cost$20 + $500,000/100,000 = $25 per unitUnit Cost/(1 –Desired Return on Sales) = MarkupPrice$25 / (1 -.20) = $31.25Cost-based pricing （con’d）▪Cost-Based Pricing: Break-Even Analysis and Target Profit Pricing （保本定价和目标利润定价）Break-even charts show total cost and total revenues at differentlevels of unit volume.The intersection of the total revenue and total cost curves is the break-even point.Companies wishing to make a profit must exceed the break-even unit volume.2004006008001,0001,2001020304050Total RevenueTotal Cost Fixed CostTarget Profit ($200,000)Sales Volume in Units (thousands)C o s t i nD o l l a r s (t h o u s a n d s )Cost-Based Pricing: Breakeven Analysis▪甲公司销售服装，每月的固定成本是10万元，包括房租、电费、工资等。