定價(jià)策略培訓(xùn)教程中歐國(guó)際商學(xué)院營(yíng)銷(xiāo)策劃(已修改)
2025-06-27 18:05 本頁(yè)面
【正文】 1 Pricing Bayer Chair Professor Willem Burgers 2 Course Outline ? Foundations – Case: Atlantic Computer ? Thinking Strategically – Case: McCaw ? Embedded Pricing – Case: Signode ? Tools, Tactics, and Tricks: Metrics, Fences, Framing – Case: Blockbuster Video ? Channels and Pricing – Case: Shanghai Honggong ? Mathematics, – Case: Jahwah ? Price Research ? Price War – Case: Kodak Funtime 3 Importance of Pricing Marketing and Pricing Where does pricing reside in an organization? “Pricing gets caught between the cracks. Everybody wants to be a part of it. Yet, nobody really owns it. Pricing is ad hoc.” G. Smith, Pricing Strategy and Practice 4 Price Level Price setting Pricing Policy Negotiation Tactics and Pricing Setting Procedures Price amp。 Value Communication Communication, Value Selling Tools Price Structure Metrics, Fences, Timing Value Creation Economic Value, Offering Design, Segmentation The Strategic Pricing Pyramid 5 What is the Right Price? 1. Value to Customer 2. Competition 3. Our Cost 4. Strategic Objectives $ 6 1. Customer Value/ Willingness to Pay ? Substitutes/Uniqueness? ? Switching costs? ? Easy to pare price? ? Easy to pare quality? ? Price/Quality relationship? ? Significant expenditure? ? Important endbenefit? Ingredient? ? Does the buyer pay? ? Fairness? ? Inventory? 7 Value? One Barrel of… ? Coca Cola ? Milk ? Evian Water ? Orange Juice ? Lemon Oil ? Scope Mouthwash ? Jack Daniel ? Visine Eye Drops ? $ ? $ ? $ ? $ ? $ ? $ ? $4, ? $32, 8 2. Competition ? How many sellers? Monopoly – Oligopoly ? How many buyers? Monopsony Oligopsony ? How differentiated is the product? Monopolistic petition 9 3. Escape the Cost Plus Delusion Cost Based Pricing product – cost – price – value – customers? Value Based Pricing customers – value – price – cost – product? ? The role of cost in pricing – relevant costs, incremental costs, avoidable costs, opportunity costs: Our goal is to maximize gross profit 10 4. Strategic Objectives ? Growth? ? Profit? ? Survival? ? Stability ? Cost? ? …? 11 Pricing Strategy Alternatives ? Competitionbased ? Costplus ? Valueinuse ? Custom based ? Auction/Liquidation ? … Strategic Objectives/Constraints 12 Business as a Game ? But there are many games – Rule based games (., employment contract) follow the principle that for every action there is a reaction and to play well you must look ahead and reason backward – Freewheeling games (., contract negotiation) follow the principle that you can not take away more from the game than you bring to it and to play well you must maximize this value The Players in the Game Customers Competitors Company Complementors Suppliers Parts of the Game ? 1. Players – Who is playing? – Can you add players? – Do you have to play? ? 2. Added Values – What amount of value disappears when you leave the game? – How can you increase value Parts of the Game ? 3. Rules – Can we change the rules of the game? ? 4. Tactics – Can we change perceptions of the game, using threats or promises? ? 5. Scope – Can we go play the game somewhere else? 16 Changing the Pricing Game ? Conventional Pricing – Struggle among peting functions: marketing, sales, finance. – Reactive to market conditions and customer pressure – Subsequent to productmarket decisions ? Strategic Pricing – Changes incentives to create support across functions – Proactive, policy driven – Early in the product development process 17 Tactical Questions Commonly Asked Strategic Questions That Should be Asked What price do we need to cover our cost and profit objectives? What sales changes would be necessary or tolerable for us to profit from a price changes? Can we deplo
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